市場營銷學(xué)雙語6（ 13）--什么是產(chǎn)品ppt課件

1、什么是產(chǎn)品?Anything that can be offered to a market for attention, acquisition, use or consumption.Satisfies a want or a need.Includes:Physical ProductsServicesPersonsPlacesOrganizationsIdeasCombinations of the above產(chǎn)品整體概念BrandNameQualityLevelPackagingDesignFeaturesDelivery& CreditInstallationWarrantyAft

2、er-SaleServiceCoreBenefitorServiceActualProductCoreProductAugmentedProduct產(chǎn)品層次Product AttributesBrandingPackagingLabelingProduct Support Services產(chǎn)品特性決策QualityFeaturesDesign品牌AdvantagesofBrand NamesBrandEquityLoyaltyAttributesQuality & ValueConsistencyIdentificationAwarenessCredibilityAssociationBran

3、d StrategyLine ExtensionsBrand ExtensionsMultibrandsNew BrandsBrand SponsorManufacturers BrandPrivate BrandLicensed BrandCo-brandingBrand Name SelectionSelectionProtection品牌決策 品牌戰(zhàn)略決策LineExtensionMultibrandsBrandExtensionNewBrandsBrand NameExistingNewProduct CategoryExistingNew品牌戰(zhàn)略Line ExtensionExist

4、ing brand names extended to new forms, sizes, and flavors of an existing product category.Brand ExtensionExisting brand names extended to new product categories.MultibrandsNew brand names introduced in the same product category.New BrandsNew brand names in new product categories.包裝PromotesIdentifies

5、Competitive AdvantagesDescribesSalesTasksProduct SafetyPackagingLabelingWidth - number of different product linesLength - total number of itemswithin the linesDepth - number of versions of each productProduct Mix - all the product lines offered產(chǎn)品組合決策ConsistencyIntangibilityInseparabilityVariabilityP

6、erishabilityCant be seen, tasted, felt, heard, or smelled before purchase.Cant be separated from service providers.Quality depends on who provides them and when, where and how. Cant be stored for later sale or use.效力的特性Satisfied and Productive ServiceEmployeesGreater ServiceValueInternal Service Qua

7、lityHealth ServiceProfits and GrowthSatisfied and LoyalCustomers效力質(zhì)量鏈效力性企業(yè)的營銷戰(zhàn)略Managing Service DifferentiationDevelop offer, delivery and image with competitive advantages.Managing Service QualityEmpower employeesBecome “Customer obsessedDevelop high service quality standardsWatch service performance closelyManag