7产品策略双语.pptVIP

Product Chapter 7 Learning Goals Understand products and the major classifications of products and services Learn the decisions companies make regarding their products and services Understand branding strategy Identify the four characteristics that affect the marketing of a service Realize additional product issues Definitions定义 Product 产品 Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. 任何能够提供到市场供关注、获得、使用或消费，并可以满足需要或欲望的东西。 What is a Product? Products, Services, and Experiences 产品、服务和体验 Market offerings may consist of a combination of goods and services Experiences are used to differentiate offerings product= tangible good +service 产品＝实体＋服务 服务营销 课堂研讨 产品整体概念对指导企业营销管理有何启示？ 整体产品对营销管理的意义 体现了以顾客为中心的现代营销观念。 为企业开发适合消费者需要的有形与无形产品、挖掘新的市场机会提供了新的思路。 给企业产品开发设计提供了新的方向。 为企业的产品差异化提供了新的线索。 整体产品概念要求企业重视各种售后服务。 Product and Service Classifications产品和服务的分类 Consumer products 消费品 Industrial products 工业品 What is a Product? Convenience 便利品 Shopping Specialty Unsought Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producer What is a Product? Convenience Shopping 选购品 Specialty Unsought Less frequent purchases More shopping effort for comparisons. Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal selling What is a Product? Convenience Shopping Specialty 特殊品 Unsought Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity High price Exclusive distribution Carefully targeted promotions What is a Product? Convenience Shopping Specialty Unsought 非渴求品 Little product awareness and knowledge (or if aware, sometimes negative interest) Pricing varies Distribution varies Aggressive advertising and personal selling by producers and resellers What is a Product? Industrial products 工业品 Materials and parts 材料和部件