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- 约1.85千字
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- 2024-02-22 发布于四川
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MARKETINGMANAGEMENT
12thedition12SettingProductStrategy Kotler Keller1
ChapterQuestionsWhatarethecharacteristicsofproductsandhowcantheybeclassified?Howcancompaniesdifferentiateproducts?Howcanacompanybuildandmanageitsproductmixandproductlines?Howcancompaniescombineproductstocreatestrongco-brandsoringredientbrands?Howcancompaniesusepackaging,labeling,warranties,andguaranteesasmarketingtools?2
ProductAnythingthatcanbeofferedtoamarkettosatisfyawantorneed.3
Figure12.2FiveProductLevelsCorebenefitBasicproductExpectedproductAugmentedproductPotentialproduct4
ProductClassificationSchemesDurabilityTangibilityUse5
DurabilityandTangibilityNondurablegoodsDurablegoodsServices6
ConsumerGoodsClassificationConvenienceShoppingSpecialtyUnsought7
IndustrialGoodsClassificationMaterialsandpartsCapitalitemsSupplies/businessservices8
ProductDifferentiationProductformFeaturesPerformanceConformanceDurabilityReliabilityReparabilityStyleDesignOrderingeaseDeliveryInstallationCustomertrainingCustomerconsultingMaintenance9
TheProductHierarchyNeedfamilyProductfamilyProductclassProductlineProducttypeItem10
ProductSystemsandMixesProductsystemProductmixProductassortmentDepthLengthWidthConsistency11
ProductLineAnalysisCoreproductStaplesSpecialtiesConvenienceitems12
LineStretchingDownMarketStretchUp-MarketStretchTwo-WayStretch13
Product-MixPricingProduct-linepricingOptional-featurepricingCaptive-productpricingTwo-partpricingBy-productpricingProduct-bundlingpricing14
Packaging:The5thPAlltheactivitiesofdesigningandproducingthecontainerforaproduct.15
Packaginghasbeeninfluencedby:Self-serviceConsumeraffluenceCompanyandbrandimageInnovationopportunity16
FunctionsofLabelsIdentifiesGradesDescribesPromotes17
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