人民大2026市场营销原理与实践英文版（第19版）课件ch-08-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter8Products,Services,andBrands:BuildingCustomerValueCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives8.1Defineproductanddescribethemajorclassificationsofproductsandservices.8.2Describethedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.8.3Explorethefourcharacteristicsthataffectthemarketingofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.8.4Discussbrandingstrategy—thedecisionscompaniesmakeinbuildingandmanagingtheirbrands.

NIKE:MoreThanJustInnovativeSportsGear—ATotalBrandExperienceTheNike“swoosh”—it’severywhere.Nike’soutstandingsuccessresultsfromcreatingdeepbrand-customerengagement,valuedbrandexperiences,andclosebrandcommunitywithandamongcustomers.Beyondshoes,Nikemarketsawayoflife,agenuinepassionforsports,a“just-do-it”attitude.Customersdon’tjustweartheirNikes,theyexperiencethem.Mkfoto/Shutterstock

LearningObjective1Defineproductanddescribethemajorclassificationsofproductsandservices.

WhatIsaProduct?(1of18)Productisanythingthatcanbeofferedinamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsandthatisessentiallyintangibleanddoesnotresultintheownershipofanything.

WhatIsaProduct?(2of18)Products,Services,andExperiencesProductsandservicesarebecomingmorecommoditized.Companiesarenowcreatingandmanagingcustomerexperienceswiththeirbrandsorcompany.

WhatIsaProduct?(3of18)Products,Services,andExperiencesCreatingcustomerexperiences:Airbnb’s“NightAt”programtransformsiconiclocationsintounforgettableone-nightexperiences,everythingfromanunderwaternight’ssleepwiththesharksataParisaquar