武汉理工大学汽车营销与策划英文课件chapter10 Product mix.pptVIP

In this chapter, we focus on 5 parts: 1 What is a product 1.1 Definition 1.2 Levels of product 1.3 Product classifications 1.4 Physical product 1.5 Product mix 1.1 Definition 1.1 Definition (2) Defined by Philip Kotler Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Physical products Properties Services Information Persons Organizations Places Experiences Ideas 1.2 Levels of product 1.2 Levels of product 现代市场营销关于产品的概念 1.3 Product classifications (1) Consumer products Convenience products Shopping products Specially products Unsought products (2) Industrial products Material and Part Supplies and Business service Capital items (3) Durability and Tangibility Non-durable goods Durable goods Services 1.4 Physical product ● (1) definition：the ability that can satisfy consumer’s wants, needs and demands. ——需要可以是明确规定的，也可能是隐含的 ——需要既包括顾客需要，又包括社会需要 ——需要必须转化为有规定指标的产品质量（使用性能、可靠性、安全性、舒适性、经济性、维修性、时间性） ——需要是动态的，因而企业质量要发展 ——全面质量 (2) 全面质量的内涵 1.4 Physical product (1) Features：the auxiliary function of the product 作用：区别竞争、提升产品感受价值 （企业应研究其各个特色的成本，通常要求特色能够为企业带来附加利润） (2) Phases of the automobile design 方型 流线型 梯型 理智型 1.5 Product mix The set of all product lines and items that a particular seller offers for sale. Width:the number of different product lines the company carries. Length:the total number of items the company carries within its product lines. Depth:the number of variants offered of each product in the line. Consistency:how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. 2 Brand and Trademark 2.1 What is brand and trademark 2.2 Level of brand loyalty 2.3 Brand Equity 2.4 Brand strategy 2.1 What is brand and trademark 2.1.1 Brand (1) Definition:A name,term,