产品、服务和品牌战略.pptVIP

产品、服务和品牌战略 * 第一页，共二十七页。 Objectives 目标 Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their individual products and services, product lines, and product mixes. 定义产品以及主要的产品与服务分类。 说明企业在确定产品线和产品组合时做出的各项决策。 * 第二页，共二十七页。 Objectives 目标 Understand how firms build and manage their brands. Know the four characteristics of services and the additional marketing considerations that services require. Review additional product issues related to social responsibility and international marketing. 说明企业怎样建立并管理其品牌。 阐述对服务营销造成影响的四方面特征 讨论对社会责任与国际营销需要额外关注的事项。 * 第三页，共二十七页。 Cosmetics companies sell billions of dollars worth of products Consumers buy more than just a particular smell The “promise”, image, company, name, package, and ingredients are all part of the product, as are the stores where it is sold. The Cosmetics Industry 化妆品业 Case Study案例研究 * 第四页，共二十七页。 Definitions 定义 Product Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Service Any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything. 产品 向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。 服务 由一方向另一方提供的本质上无形而又不带来任何所有权的任何活动或利益。 * 第五页，共二十七页。 What is a Product?什么是产品？ Products, Services, and Experiences Market offerings, pure tangible goods, pure services, experiences Levels of Product and Services Core benefit, actual product, and augmented product Product and Service Classifications 产品、服务和体验 企业向市场所提供的，既包括有形产品又包括服务 产品和服务的层次 核心利益、实体产品、扩展产品 产品和服务的分类 * 第六页，共二十七页。 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 Convenience 便利品 Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producer * 第七页，共二十七页。 Shopping 选购品 不经常购买，较多的计划并为购物花费较多的精力，根据质量、价格和样式比较品牌 比便利品价格高 在较少的店面进行选择性分销 生产商和经销商的广告和人员推销 Less frequent purchases requiring more shopping effort a