产品策略双语.pptx

Product;Learning Goals;Definitions定义;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;利益 效用;课堂研讨;整体产品对营销管理的意义;Product and Service Classifications产品和服务的分类;What is a Product?;What is a Product?;What is a Product?;What is a Product?;Industrial products 工业品 Materials and parts 材料和部件 Capital items 资本项目 Supplies and services 供应品和服务;Organizations, persons, places, and ideas 组织、人物、地点和创意 Organizational marketing makes use of corporate image advertising Person marketing applies to political candidates, entertainment sports figures, and professionals Place marketing relates to tourism Social marketing promotes ideas; Marketers make product and services decisions at three levels: individual product decisions, product line decisions, and product mix decisions. ;Width;Individual Product 单个产品决策 Product Line Product Mix;Product line A group of products that are closely related because they may: function in a similar manner be sold to the same customer groups, be marketed through the same types of outlets fall within given price ranges;Individual Product Product Line 产品线决策 Product Mix;Individual Product Product Line Product Mix 产品组合决策;Individual Product Product Line Product Mix 产品组合决策;Product Life-Cycle Strategies;;Product Life-Cycle;教学引例;PLC of Fads ;Other styles of PLC;手 表;产品种类、品种和品牌的生命周期 ;课堂思考1　请分析说明下列产品分别处于PLC的哪个阶段？;Product development Introduction Growth Maturity Decline;Marketing Strategies: Introduction Stage;Product development Introduction Growth Maturity Decline;Marketing Strategies: Growth Stage;Product development Introduction Growth Maturity Decline;Marketing Strategies: Maturity Stage;Product development Introduction Growth Maturity Decline;Marketing Strategies: Decline Stage;PLC各阶段的特征;PLC的启示 ;积极作用 居安思危，保持清醒 成功无限，永远创新 明确特点，应对挑战 预测市场，掌握先机; 没有永远的“