CH13-PPT市场营销学理论实践案例课件.pptx

.

Objectives

ProductCharacteristics

BuildingManagingtheProductMixProductLines

BrandDecisions

PackagingLabeling

.

Componentsofthe

MarketOffering

Attractivenessof

themarketoffering

.

FiveProductLevels

Corebenefit

.

Buylessfrequently

Gatherproductinformation

Fewerpurchaselocations

Comparefor:

SuitabilityQuality

PriceStyle

Specialpurchaseefforts

Uniquecharacteristics

Brandidentification

Fewpurchaselocations

Newinnovations

Productsconsumersdon’twanttothinkabout.

Requiremuchadvertising

personalselling

Buyfrequentlyimmedia