marketing_mix市场营销组合[汇编].pptVIP

产品 效用 质量 品牌 包装 式样 运送 安装 信用 维修 保证 核心产品 形态产品 附加利益产品 * 精品ppt·实用可编辑 Types of Consumer Products Convenience products（便利品） Product bought by final consumer for personal consumption. Shopping products （选购品） Consumer good that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price and styles. Specialty products （特制品） Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. Unsought products （非寻求品） Consumer product that the consumer either does not know about or knows about but does not normally think of buying. * 精品ppt·实用可编辑 Stages in the new-product process * 精品ppt·实用可编辑 Stages in the new-product process * 精品ppt·实用可编辑 The cross-functional new-product team * 精品ppt·实用可编辑 Stages in the new-product process * 精品ppt·实用可编辑 Stages in the new-product process * 精品ppt·实用可编辑 Stages in the new-product process * 精品ppt·实用可编辑 Marketing information methods used in the new-product process * 精品ppt·实用可编辑 Products Life Cycle (PLC) * 精品ppt·实用可编辑 产品生命周期曲线 introduction sale curve profit curve growth maturity decline sales and profits development Products Life Cycle (PLC) * 精品ppt·实用可编辑 Marketing Mix * 精品ppt·实用可编辑 Price * 精品ppt·实用可编辑 Price The price charged for the product must be high enough to give the company a profit, but low enough to entice the consumer to buy. In setting on a fair price, firms will (1) evaluate their own costs; (2) current pricing laws; (3) what the competition is doing, and (4) the types of discounts and terms of sales that are customary in the industry. * 精品ppt·实用可编辑 perform marketing analysis, segmentation, targeting, and positioning define the product, distribution, and promotional tactics understand how quantity demanded varies with price include fixed and variable costs associated with the product evaluate likely competitor actions, understand legal constraints