产品和品就牌策略.docVIP

产品和品牌策略 第六章：产品和品牌策略 最牛英语口语培训模式：躺在家里练口语，全程外教一对一，三个月畅谈无阻！ 太平洋英语，免费体验全部外教一对一课程： HYPERLINK / 教学目的：通过产品与战略方案的讲授，使学生掌握关于“产品营销策略”的相关知识，并培养实际运用能力。 教学重点：一家公司如何制定更好的品牌决策？ 教学难点：一家公司如何制定更好的品牌决策？ 教学时数：6 学时（讲授、咨询型课型讨论、实践） 教学内容与步骤： Chapter 6 Setting the product and branding strategy Kotler on Marketing The best way to hold customers is to constantly figure out how to give them more for less. Chapter Objectives In this chapter, we focus on the following questions: ■ What are the characteristics of products? ■ How can a company build and manage its product mix and product lines? ■ How can a company make better brand decisions? ■ How can packaging and labeling be used as marketing tools? What do business executives Roy Kroc (McDonald’s) and Colonel Sanders (Kentucky Fried Chicken) have in common? They all have led or lead lives interesting enough to feature on AξE’s award-winning television show Biography. AξE’s Biography offers excellent lessons in product and brand management. 1. The product and the product mix A product is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods, services, experiences, events, persons, places, prosperities, organizations, information, and ideas. Product levels In planning its market offering, the marketer needs to think through five levels of the product. Each level adds more customer value, and the five constitute a customer value hierarchy. The most fundamental level is the core benefit: the fundamental service or benefit that the customer is really buying. A hotel guest is buying test and sleep. The purchaser of a drill is buying holes, Marketers must see themselves as benefit providers. At the second level, the marketer has to turn the core benefit into a basic product. Thus a hotel room includes a bed, bathroom, towels, desk, dresser, and closet. At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when t