市场营销的讲义英文PPT273页.ppt.ppt

Marketing Organization Export Department International Division Global Organization * * Objectives Product Characteristics Building Managing the Product Mix Product Lines Brand Decisions Packaging Labeling * Components of the Market Offering Value-based prices Services mix and quality Product features and quality Attractiveness of the market offering * Five Product Levels Potential product Augmented product Expected product Basic product Core benefit * Specialty Products Unsought Products Shopping Products Buy less frequently Gather product information Fewer purchase locations Compare for: Suitability Quality Price Style Convenience Products Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers don’t want to think about. Require much advertising personal selling Buy frequently immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods Consumer-Goods Classification * Product Mix Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered Consistency * Product-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring Line Pruning * Two-Way Product-Line Stretch: Marriott Hotels Quality Economy Superior Standard Good Price High Above average Average Low Fairfield Inn (Vacationers) Courtyard (Salespeople) Marriott (Middle managers) Marriott Marquis (Top executives) * What is a Brand? Attributes Benefits Values Culture User Personality * Brand Equity No Brand Loyalty (customer will change) Satisfied Customer (no reason to change) Satisfied Switching Cost Values the Brand (brand as friend) Devoted to Brand * An Overview ofBranding Decisions Branding Decision Brand No brand Brand- Sponsor Decision Manu- facturer brand Distribu- tor (private) br