市场营销产品组合与产品策略.pptx

;营销策略组合;从“4P”到“4C”;;;一、产品整体观念; ;产品的定义;Definition of “Product”; Types of “Product”;Ideas - e.g., “Traffic Police's Anti Drink-Drive Campaign” Organizations – e.g., Institutions of Higher Education Experiences – e.g., Disneyland Adventure Properties – Real estate or Financial Properties (e.g., shares) Information – e.g., market research Combinations of the above;产品策略的主要内容;（一）品牌策略;1、品牌的概念; ; ; ;2、品牌的含义; ;3、品牌的作用;;4、品牌决策;;;;;（二）产品组合 ;;;;Product Mix;Example: Product Mix of Heinz (some products); ; 产品线策略;;;Product Line;Note - How narrow or wide a company sees its product line depends on the number of products it has;Within the Product Line, there are Product Items. A Product item is the specific product as noted by a unique brand, size or price that is within each product line. It is often called a stock keeping unit (SKU) or stockcode. Examples: (a) Beverages: 3-in-1 coffee, 15g x 25 packets (SKU 1) 3-in-1 coffee, 15g x 50 packets (SKU 2) (b) Shoes: Style #1, Size #8, Color #1 (SKU 1) Style #1, Size #8, Color #5 (SKU 2);（三）产品包装策略;1、包装的作用;2、包装设计的原则;三、产品生命周期;1、产品生命周期的概念;2、产品生命周期各阶段特点; ; ;I. Product Life Cycle (PLC);Time;Basic Premises: products have a limited life product sales pass through distinct stages, each with different marketing implications profits rise and fall at different stages in the life cycle products require different marketing, financial, manufacturing, purchasing, personnel strategies in each stage of their life cycle;Investment;FIGURE 11-1 How stages of the PLC relate to a firm’s marketing objectives and marketing mix actions;;III. Strategies Across the PLC;Growth Increase distribution Shift toward brand preference advertising Improve quality; add features, services Enter new segm