产品服务和品牌战略.pptxVIP

Chapter 8 Product, Services, and Branding Strategy;Objectives ;Major issues;What Is a Product?;Levels of Product and Services;Product and Service Classification;Consumer Products;Convenience Products;Shopping Products;Specialty Products;Unsought products;Industrial Products;Materials and Parts;Capital Items;Supplies and Services;Organization, Person, Places, Ideas;;Product and Service Decisions;Individual Product and Service Decisions;Product and Service Attributes;Branding;Packaging;Labeling;Product Support Service;Product Line Decisions;Ways to Lengthen Product Line;Ways of Line Stretching;R