国际市场营与销（双语版）6.Internationalproductstrategy.pptxVIP

Chapter 6 产品策略Vanessa ChenApplied Foreign Languages Department, PYP 教学目标Understand the product characteristics and classifications 掌握产品的整体概念Understand the product life cycle and its marketing strategies 掌握产品生命周期的含义及各阶段的营销策略Understand the product mix and its strategies 了解产品组合的概念及策略Know the definition of brand and its strategies 掌握品牌的内涵、特点及品牌决策Know what is packaging 了解包装的概念Contents Products life cycles Products mixBranding Packaging New product development 1. What is a Product?A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.Includes:Physical ObjectsServicesEventsPersonsPlacesOrganizationsIdeasCombinations of the above2. Elements of a Product MixItem Product lineProduct lineProduct lineProduct mix 产品组合决策1. 拓展产品组合2. 缩减产品组合3. 延伸产品线① 向下延伸 (stretching downward) ② 向上延伸 (stretching upward) ③ 双向延伸 (stretching both ways) ContentsInstallationPackagingFeaturesBrandNameDelivery CreditAfter-SaleServiceCoreBenefit orServiceQualityLevelDesignWarrantyCore ProductActual ProductLevels of ProductAugmented ProductSales andProfits ($)SalesProfitsTimeProductDevelop-mentIntroductionGrowthMaturityDeclineLosses/Investments ($)Product Life CycleSales and Profits Over the Product’s Life From Inception to DemiseSalesLow salesCostsHigh cost per customerProfitsNegative or lowMarketing ObjectivesCreate product awareness and trialProductOffer a basic productPriceUsually is high; use cost-plus formulaDistributionHigh distribution expensesAdvertisingBuild product awareness among early adopters and dealersIntroduction Stage of the PLCSummary of Characteristics, Objectives, StrategiesBackSalesRapidly rising salesCostsAverage cost per customerProfitsRising profitsMarketing ObjectivesMaximize market shareProductOffer new product features, extensions, service, and warrantyPricePrice to penetrate marketDistributionIncrease number of distribution outletsAdvertisingBuild awareness and interest in the mass market