marketing_mix市场营销组合精梳版.ppt

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. 最新.课件 * Stages in the new-product process 最新.课件 * Stages in the new-product process 最新.课件 * The cross-functional new-product team 最新.课件 * Stages in the new-product process 最新.课件 * Stages in the new-product process 最新.课件 * Stages in the new-product process 最新.课件 * Marketing information methods used in the new-product process 最新.课件 * Products Life Cycle (PLC) 最新.课件 * 产品生命周期曲线 introduction sale curve profit curve growth maturity decline sales and profits development Products Life Cycle (PLC) 最新.课件 * Marketing Mix 最新.课件 * Price 最新.课件 * 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. 最新.课件 * 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, etc profit maximization, revenue maximization using information collected in the above steps, select a pricing method, develop the prici