IntrocutiontoBusiness商学导论的资料.pptxVIP

IntrocutiontoBusiness商学导论的资料第1页/共28页 Learning ObjectivesCreating and Pricing ProductsOther PricingTarget MarketPricingNew ProductDifferentiateLine/Mix Cycle第2页/共28页 The Key Decisions in Running a Business第3页/共28页 Product TypesLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingSpecialtyConvenienceShopping第4页/共28页 Product Line MixLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingProduct Mix Books, Electronics, ToysProduct Lines Coke, Diet Coke, Sprite第5页/共28页 Product LineA line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are. 第6页/共28页 Product Line第7页/共28页 Product Line第8页/共28页 Product Mix第9页/共28页 Product Mix of LGMobile PhoonesTV/Audio/VideoHome AppliancesAir ConditionersIT products第10页/共28页 Diversifying Product MixThe Coca-Cola Company offers nearly 400 brands in over 200 countries.Diet Coke (introduced in 1982)Diet Coke Caffeine-Free Cherry Coke (1985) Diet Cherry Coke (1986) Coke with Lemon (2001)Diet Coca-Cola Black Cherry Vanilla (2006) Diet Coke Plus (2007) Coca-Cola Orange (2007) 第11页/共28页 Diversifying Product MixThe Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1942 or 1943) and Sprite.During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing Minute Maid and flavored tea Nestea (in a joint venture with Nestle).Aquarius Mineral Water (2004)第12页/共28页 Product Choice CompetitionLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other Pricing第13页/共28页 Diversifying Product MixLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCoffeeMore FlavorsWireless WebHear Music第14页/共28页 Product Life CycleLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other Pricing第15页/共28页 Target MarketsLine/Mix Cy