管理制度roductandBrandStrategy.pptVIP

Chapter 5 Product and Brand Strategy Key terms: Tangible product 有形产品 brand equity 品牌资产 Generic product 一般产品，通用产品 customer equity 顾客资产 Performance 产品性能，业绩，表演，表现extended product 延伸产品 Durability 耐用性 marketing myopia 营销近视 Product mix 产品组合 asethetics 审美，美感 Brand extension 品牌扩展 conformance to specifications 规格一致 Dual branding 双重品牌战略 line extension 产品线延伸 Multibrand 多品牌战略 Part Ⅰ Basic Issues in Product Management Ⅰ. Definition of Product: the same product can be viewed from 3 ways: (1) tangible product（有形产品） (2) extended product(延伸产品) (3) generic product(一般，通用产品) marketing myopia 营销近视:著名的市场营销专家、美国哈佛大学管理学院西奥多·莱维特(Theodore Levitt)教授在1960年提出的一个理论。营销近视症就是不适当地把主要精力放在产品上或技术上，而不是放在市场需要(消费需要)上，其结果导致企业丧失市场，失去竞争力。李维特断言：市场的饱和并不会导致企业的萎缩；造成企业萎缩的真正原因是营销者目光短浅，不能根据消费者的需求变化而改变营销策略。 Ⅱ. Product Classification 1. agricultural products/raw materials 2. organizational goods(企业用户用于再生产资料) (1) raw materials and semi-finished goods (2) major and minor equipment, machinery, tools (3) parts or components(提供零配件) 3.consumer goods (1)convenience goods (2) shopping goods (3) specialty goods distribution channel difference between(1)and (2) Ⅲ. Product quality and value 1.Definition of quality: quality can be defined as the degree of excellent or superiority that an organization’s product possesses. Physical traits：features，performance， reliability, durability, aesthetics, serviceability, conformance to specification Background knowledge of 6 Sigma，Iso9000，TQM 6σ 简介： Iso9000质量认证体系： TQM全面质量管理：1961年美国质量管理专家菲根保姆提出的。 2. Discuss difference between quality and value. ● definition of Value：can be defined as what the buyer gets in exchange for what the customer give