《市场营销专业英语教程》教学课件第6章Product and Brand Strategy.ppt

* Packaging Distinctive or unique packaging is one method of differentiating a relatively homogeneous product. The package must be capable of protecting the product through the channel of distribution to the consumer. In addition, it is desirable for packages to have a convenient size and be easy to open for the consumer. Hopefully, the package is also attractive and informative, capable of being used as a competitive weapon to project a product’s image.. 1. Basic Issues in Product Management * 2. Product Life Cycle Figure6.2 The Product Life Cycle * 2. Product Life Cycle Products are introduced, grow, mature, and decline. This cycle varies according to industry, product, technology, and market. Marketing executives need to be aware of the life-cycle concept because it can be a valuable aid in developing marketing strategies. It does have limitations that require it to be used cautiously in developing strategy. * 2. Product Life Cycle variations of the life cycle: Fashions: accepted and popular product styles Fads: products that experience an intense but brief period of popularity * 2. Product Life Cycle Product Adoption and Diffusion Figure6.3 Adopter Categories * 3. The Product Audit The product audit is a marketing management technique whereby the company’s current product offerings are reviewed to ascertain whether each product should be continued as is, improved, modified, or deleted. should be carried out at regular intervals as a matter of policy. Deletion V.S Product Improvement * 4. Organizing for Product Management marketing-manager system, one person is responsible for overseeing an entire product line with all of the functional areas of marketing such as research, advertising, sales promotion, sales, and product planning. brand-manager system, a manager focuses on a single product or a very small group of new and existing products. Typically, this person is responsible for everything from marketing research and package design