开发营销混合(英文).pptVIP

Part Three;Lecture Seven;At a glance;Product ;Three levels of product;Three levels of product (Airline);Generic Product Stores, preserves, cools, and otherwise helps to satisfy home food-consumption needs;Continuum of Goods and Services;;Characteristics of Consumer Products;Product attributes;Should each product be individually or family-branded?;New brands;Elements of a Product mix;Product-mix Width;Few product lines with a few items in each;Low;Desirable products;Why a firm need new products?;Customer orientation;Major issues in new-product development;Product Life cycle;The Characteristics