开发营销混合.pptVIP

Part Three Developing the marketing mix Lecture Seven Product Strategy At a glance Define product and major classifications of products and services Understanding individual product decisions Explain the decisions of developing product lines and mixes Define the steps in the new-product development process Describe the stages of the product life cycle Product Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Three levels of product Quality Styling Packaging Brand name Features After-sale service Installation Warranty