南开大学市场营销英语（第二版）课件-week3.pptVIP

Week 2 Product and Brand (1)——General Introduction Echo Outline The definition of product When to make new product Financing and product development The product cycle The definition of brand More about brand The definition of product Product is anything which can meet the needs and wants of market. Consumer pay for something not because they would like to own the “body” of it, but because their needs can be satisfied. The definition of product Core product-----Basic product-----Expected product-----Additional product-----Potential product 产品的层次从核心产品(基本功能)向基础产品(产品的基本形式),期望产品(期望的产品属性和条件),附加产品