产品、服务与品牌战略分析报告.pptxVIP

Product, Services, and Branding Strategies;Objectives 目标;Objectives 目标;Cosmetics companies sell billions of dollars worth of products Consumers buy more than just a particular smell;Definitions 定义;What is a Product?什么是产品？;频繁购买，很少计划，很少作比较或费精力，顾客参与度低 低价格 渠道广泛 制造商大批量促销;Shopping 选购品;Specialty 特购品;Unsought 非渴求品;What is a Product?产品是什么？;Product and Service Classifications 产品和服务分类;Individual Product产品决策;Product Line 产品线决策;Product Mix产品组合决策;Branding Strategy 品牌管理;Brand Positioning 品牌定位;Brand Name Selection品牌名选择;Brand Sponsorship品牌持有者;Brand Development 品牌战略;;Services Marketing 服务营销;Characte