IMAR產(chǎn)品與品牌策略

課前復(fù)習(xí)問答1.收購和創(chuàng)建是跨國(guó)公司對(duì)外投資的兩種方式，與收購相比，創(chuàng)建這種方式的優(yōu)點(diǎn)是（）

A.有利于迅速市場(chǎng)

B.有利于擴(kuò)大經(jīng)營(yíng)范圍

C.有利于管理

D.失敗率低2.由國(guó)際營(yíng)銷公司通過新建或兼并某個(gè)當(dāng)?shù)毓緛韺?shí)現(xiàn)進(jìn)入國(guó)際市場(chǎng)的模式是()A.出口打入模式B.合同打入模式C.特許打入模式

D.投資打入模式3.與許可貿(mào)易具有相似之處的國(guó)際市場(chǎng)進(jìn)入模式是（）A．管理合同 B．合同制造C．間接出口 D．特許經(jīng)營(yíng)4.針對(duì)有形商品的國(guó)際市場(chǎng)打入模式，一般主要采用()A．獨(dú)資打入B.合資打入C.合同打入D.出口打入5.特許經(jīng)營(yíng)比較適合哪種產(chǎn)業(yè)?(

)A．汽車B.高新技術(shù)C.服務(wù)D.紡織6.被許可方有權(quán)允許第三方在規(guī)定地域內(nèi)使用其購得的技術(shù)，這種交易屬于()A．獨(dú)占許可協(xié)議B.排他許可協(xié)議C.普通許可協(xié)議D.可轉(zhuǎn)讓許可協(xié)議7.Directinternationalinvolvementhasasaresultwhichofthefollowing?A.ThecompanyisexposedtolessriskthanifitusedmiddlemenB.ThecompanyhasgreatercontrolovermarketingstrategiesC.Thecompanyfacesgreaterriskinthemarket8.Licensingisaninternationalentrymodethatpresentslessrisktothecompanybutoffersmorecontrolthanexporting.9.Whichofthefollowingisareasonforthefailureofjointventures?A.NaturaldisastersB.PoorperformancebyapartnerC.PartnersbecomingcompetitorsInternationalMarketingPART-3:PRODUCT&BRANDDECISION

我們的經(jīng)營(yíng)模式是，抓住機(jī)遇，靠研究開發(fā)的高投入獲得產(chǎn)品技術(shù)和性能價(jià)格比的領(lǐng)先優(yōu)勢(shì)，通過大規(guī)模的席卷式的市場(chǎng)營(yíng)銷，在最短的時(shí)間里形成正反饋的良性循環(huán)，充分獲取“機(jī)會(huì)窗”的超額利潤(rùn)。不斷優(yōu)化成熟產(chǎn)品，駕馭市場(chǎng)上的價(jià)格競(jìng)爭(zhēng)，擴(kuò)大和鞏固在戰(zhàn)略市場(chǎng)上的主導(dǎo)地位。我們將按照這一經(jīng)營(yíng)模式的要求建立我們的組織結(jié)構(gòu)和人才隊(duì)伍，不斷提高公司的整體運(yùn)作能力。

在設(shè)計(jì)中構(gòu)建技術(shù)、質(zhì)量、成本和服務(wù)優(yōu)勢(shì)，是我們競(jìng)爭(zhēng)力的基礎(chǔ)。日本產(chǎn)品的低成本，德國(guó)產(chǎn)品的穩(wěn)定性，美國(guó)產(chǎn)品的先進(jìn)性，是我們趕超的基準(zhǔn)?！度A為基本法》第二十二條1Whatisaproduct?2Productstrategies3BrandingstrategiesIninternationalmarketWhatisaproduct?Product:anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Good,service,orideaTangibleattributesandintangibleattributesMarketperceivedqualityPerformancequality市場(chǎng)感知質(zhì)量性能質(zhì)量Iso9000ChinaCompulsoryCertification

/ISO9000/Index.html

1.Qualitythemarket-perceivedqualityattributesareembeddedinthephysicalorcoreproductandalltheadditionalfeaturestheconsumerexpects;所謂顧客感知質(zhì)量，是指顧客按自己對(duì)產(chǎn)品的使用目的和需求狀況，綜合分析市場(chǎng)上各種經(jīng)由正式或非正式途徑獲得的相關(guān)信息，對(duì)一種產(chǎn)品或服務(wù)所做的抽象的主觀的評(píng)價(jià)。

產(chǎn)品質(zhì)量是設(shè)計(jì)出來的如果先天設(shè)計(jì)不好，怎么造也造不好！制造工藝彌補(bǔ)不了設(shè)計(jì)的缺陷??！

產(chǎn)品質(zhì)量先天基因后天培養(yǎng)70-80%來源于設(shè)計(jì)20-30%來源于制造CoreBenefitorServicePackagingFeaturesStylingBrandNameQualityInstallationAfter-saleServiceDelivery&CreditWarrantyAugmentedProductCoreProductActualProduct2.ProductLevels案例：：暴風(fēng)風(fēng)播放放器的的核心心產(chǎn)品品無聯(lián)網(wǎng)網(wǎng)上流流傳著著300多種視視頻格格式，，光RM格式就就有28個(gè)以上上的衍衍生格格式。。能夠播播放?。?！2007年4月推出出的暴暴風(fēng)影影音2.0能夠播播放189種格式式。下下載使使用率率排在在第三三位。。產(chǎn)品整整體的的層次次ExpectedproductPotentialproduct3.Local,National,InternationalandGlobalProductsLocalproductsareofferedinaportionofanationalmarketorasinglenationalMarketInternationalproductsareofferedinmultinational,regionalmarketsGlobalproductsareofferedintheglobalmarket.Theyareinternationalandmulti-regionalProductstrategiesProductmixNewproductInternationalproductlifecycle1.ProductmixProductline(產(chǎn)品線線)Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.ProductMix(productassortment)(產(chǎn)品組組合):thesetofallproductlinesanditemsaparticularselleroffersforsale.產(chǎn)品線:又叫產(chǎn)品品品類，指一一組相似或或相近的產(chǎn)產(chǎn)品項(xiàng)目，，或叫密切切相關(guān)的一一組產(chǎn)品產(chǎn)品項(xiàng)目:指在同一產(chǎn)產(chǎn)品線內(nèi)各各種不同品品種、規(guī)格格、質(zhì)量、、形式、顏顏色和價(jià)格格的具體產(chǎn)產(chǎn)品ProductmixwidthdepthconsistencylengthExpansion擴(kuò)張:向上\向下\雙向延伸,填補(bǔ)產(chǎn)品線線空隙Contraction縮減優(yōu)點(diǎn)?風(fēng)險(xiǎn)?Mordern現(xiàn)代化:革新產(chǎn)品線線中的產(chǎn)品品寬度長(zhǎng)度深度關(guān)聯(lián)度產(chǎn)品組合中中所擁有的的產(chǎn)品線的的數(shù)目產(chǎn)品線中每每一產(chǎn)品項(xiàng)項(xiàng)目有多少少品種產(chǎn)品組合中中產(chǎn)品項(xiàng)目目的總數(shù)各條產(chǎn)品線線在最終用用途、生產(chǎn)產(chǎn)條件、分分銷渠道或或者其它方方面相互關(guān)關(guān)聯(lián)的程度度。產(chǎn)品組合可可以用四個(gè)個(gè)度來表達(dá)達(dá)：P&G公司的產(chǎn)品品組合產(chǎn)品組合的寬度產(chǎn)品線長(zhǎng)度清潔劑牙膏條狀肥皂紙尿布紙巾象牙雪1930格利1952象牙1879幫寶適1961媚人1928德來夫特1933佳潔士1955柯克斯1885露膚1976粉撲1960汰漬1946

洗污1893

旗職1982快樂1950

佳美1926

絕頂1100’s1992奧克雪多1914

香味

德希1954

保潔凈1963

波爾德1965

海岸1974

圭尼1966

玉蘭油1993

伊拉1972

產(chǎn)品組合的的寬度：5條產(chǎn)品線產(chǎn)品組合的的長(zhǎng)度：總總長(zhǎng)度為25個(gè)品種，平平均每條產(chǎn)產(chǎn)品線5個(gè)品種產(chǎn)品組合的的深度：佳佳潔士品牌牌有3個(gè)規(guī)格，每每個(gè)規(guī)格兩兩種口味，，則其產(chǎn)品品組合深度度是6。產(chǎn)品組合的的意義?2.WhatisanewProduct?anyproductofferthatconsumerregardasanadditionaltotheiravailablechoicecanberegardedasa‘‘newproduct’.NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarketNewproductsThedevelopmentoforiginalproductsproductimprovementsproductmodificationsnewbrandsthroughthefirm’sownR&DeffortsBusinessanalysisIdeagenerationMarketingstrategydevelopmentIdeascreeningConceptdevelopmentandtestingProductdevelopmentTestmarketingCommercializationNewProductDevelopmentProcessthesignificanceofnewproducttothecompany?3.InternationalproductlifecycleTheproductlifecycleillustratesacomplexrelationshipbetweentheproductlifestagesandinternationaltradeandinvestmentactivitycharacteristicofeachstage.(RaymondVernon)Introduction;Growth;Maturity;Decline.ProductdevelopmentstageIntroductionGrowthMaturityDeclineSales&ProfitsLosses--investment0SalesProfitsProductLife-Cycle

IntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductLife-CycleCharacteristics

IntroductionCreateproductawareness&trialGrowthMaximizemarketshareMaturityMaximizeprofitwhiledefendingmarketshareDeclineReduceexpenditure&milk榨取thebrandProductLife-CycleMarketingObjectives

IntroductionGrowthMaturityDeclineProductOfferabasicproductOfferproductextensions,service,warrantyDiversifybrandandmodelsPhaseout逐步淘汰weakitemsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricesDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsProductLife-CycleStrategies

IntroductionGrowthMaturityDeclineAdvertisingBuildawarenessamongearlyadoptersanddealersBuildawarenessandinterestinthemassmarketStressbranddifferences&benefitsReducetolevelneededtoretainhard-core中堅(jiān)的loyalsSalespromotionUseheavysalespromotiontoentice誘使trialReducetotakeadvantageofheavyIncreasetoencouragebrandswitchingReducetominimallevelProductLife-CycleStrategies(Contd.)MNCManufacturesProductinDevelopedCountries;ExportstoDevelopingCountriesMNCMovesProductiontoDevelopingCountry;BeginsImportingtoHomeCountryDevelopingCountryCompetitorExportsProductToMNCHomeCountry;CompeteswithMNCImportsDevelopingCountryMarketsRemainViableTargetMarketsforMNC;MNCHomeCountryMarketIsDiminishingSalesIntroductionandGrowthStages:EarlyMaturity:LateMaturityDeclineTimeTheInternationalProductLifeCycleThesignificancetothecompany’soperation?Howtoprolongtheproductlifecycle?Brandingstrategies1.Brand:aname,term,sign,symbol,designoracombinationofthese,intendedtoidentifythegoodsorservicesandtodifferentiatethemfromthoseofcompetitors.TangibleAttributesProductPackagingLabelingFunctionalbenefitsIntangibleAttributesEmotionalbenefitsValuesCultureImageAttributesofaBrandBrandimage:perceptionsaboutabrandasreflectedbybrandassociationsthatconsumersholdintheirmemories.Brandequity:representsthetotalvaluethataccruestoaproductasaresultofacompany’scumulativeinvestmentsinthemarketingofthebrand.Highawareness&loyalty;moreleverage影響力inbargainingwithresellersAbletochargeapremiumonproductHighercredibility&mucheasierproductline&brandextensionsMoredefenseagainstpricecompetitionCompetitiveAdvantagesofaBrandBrandPositioningAttributes,Benefits,Beliefs&valuesBrandNameSelectionBrandSponsorshipManufacturer’’sbrandPrivatebrandLicensingCo-brandingBrandDevelopmentLineextensionsBrandextensionsMultibrandsNewbrands2.BrandingDecisionsProductCategoryBrandNameExistingExistingNewNewMultibrandsNewbrandsLineextensionBrandextensionBrandDevelopment(品牌發(fā)展展)品牌決策策路徑、、層次與與內(nèi)容是否應(yīng)為為該產(chǎn)品品制定一一個(gè)品牌牌由誰來使使用該品品牌每一個(gè)產(chǎn)產(chǎn)品應(yīng)采采用個(gè)別別品牌還還是家族族品牌應(yīng)采用何何種品牌牌決策品牌是否否需要再再定位用品牌不用品牌牌制造商品品牌私人品牌牌許可品牌牌合作品牌牌個(gè)別品牌牌名稱通用的家家族品牌牌名稱個(gè)別的家家族品牌牌名稱公司（個(gè)個(gè)別）品品牌名稱稱產(chǎn)品線擴(kuò)擴(kuò)展品牌延伸伸多品牌新品牌再定位不需再定定位品牌化決決策品牌使用用者決策策品牌名稱稱決策品牌戰(zhàn)略略決策品牌再定定位決策策PerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesSuchperceptionscontributetothecountry-of-origineffect;theybecomepartofabrand’simageandcontributetobrandequity.Thisisparticularlytrueforautomobiles,electronics,fashion,beer,recordedmusic,andcertainotherproductcategories.3.CountryofOriginasBrandElementCompaniespaymillionstoprotectbrandnamesfromdilution.Counterfeitinginvolvestheunauthorizedcopyingofbrandsandsellingthemasoriginals.TypesofCounterfeiting:Designcounterfeiting:Copyingdesignsorscents蹤跡,whichisverycommonandlessriskfreesincecompaniescannotbeprosecuted被起訴訴.Brand-namecounterfeiting:Sellingcounterfeitproductsasoriginalproducts4.ProtectingBrandNameswhyandhowtoprotect?PackingandproductwarrantyEco-packing,labeling,aestheticsExpresswarrantyIninternationalmarkets1.Standardization&adaptationGlobal/regionalstandardizationMandatory/non-mandatoryadaptationGloballocalizationGlobalbrandingwithlocalizedmarketingadaptationtodifferencesinlocalculture,productioncapabilities,governmentalrestrictions,etc.Extension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket2.Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingProductSameDifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtensionGlobalProductPlanning:StrategicAlternativesStrategy1:Product/CommunicationExtensionorDualExtensionCompanysellsexactlythesameproductorservicewiththesameadvertisingasusedinthehomecountryCompanyassumesthatallmarketsarealikeDoesnotworkinallmarketsOftenusedbecauseitsavescostsStrategy2:ProductExtension,CommunicationsAdaptationIftheproductservesdifferentneedsinvariouscountries,onlymarketingcommunicationmayhavetobeadaptedAdaptationcanhappenbydesignoraccidentCheapimplementationbecauseproductdoesnotchangeStrategy3:ProductAdaptation,CommunicationExtensionProductisadaptedtothenewmarket,butbasichomemarketcommunicationstrategyremainsunchangedProductisadaptedtotheenvironmentandthepreferencesoftheconsumersinthenewmarketStrategy4:Product/CommunicationAdaptationorDualAdaptationUsingDualAdaptationthecompanymustadapttheproductorserviceaswellasthemarketingcommunicationtotheforeignmarketStrategy5:ProductInventionDemandingbutpotentiallyrewardingstrategyforreachingmassmarketsinLDCsProductqualityisessentialbutmustbesupportedwithimaginative,value-creatingadvertising&marketingcommunicationHowtoChooseaStrategyTheproductitselfThemarketAdaptationandmanufacturingcosts延伸閱讀余鑫炎主編.品牌戰(zhàn)略與決決策(第2版).東北財(cái)經(jīng)大學(xué)學(xué)出版社,2012(1)(意)勒娜特·莫爾霍著.阿瑪尼傳奇:摯愛一人優(yōu)優(yōu)雅一生.中國(guó)經(jīng)濟(jì)出版版社,2012艾鐵成(等著).品牌帝國(guó):寶潔中國(guó)商戰(zhàn)戰(zhàn)傳奇.中國(guó)經(jīng)濟(jì)出版版社,2012邱成軍,洪濤編著.品牌的力量:北京十大商業(yè)業(yè)品牌經(jīng)典案案例.經(jīng)濟(jì)管理出版版社2011本章小結(jié)產(chǎn)品層次,產(chǎn)品質(zhì)量的內(nèi)內(nèi)涵產(chǎn)品組合及其其戰(zhàn)略新產(chǎn)品的概念念及其表現(xiàn)產(chǎn)品生命周期期不同階段的的特征、目標(biāo)標(biāo)及戰(zhàn)略，國(guó)國(guó)際產(chǎn)品生命命周期階段品牌的特征、、優(yōu)勢(shì)、決策策、保護(hù)及原原產(chǎn)地效應(yīng)產(chǎn)品-促銷組合戰(zhàn)略略9、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Wednesday,January4,202310、雨中黃黃葉樹，，燈下白白頭人。。。20:40:1020:40:1020:401/4/20238:40:10PM11、以我獨(dú)沈久久，愧君相見見頻。。1月-2320:40:1020:40Jan-2304-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。20:40:1020:40:1020:40Wednesday,January4,202313、乍乍見見翻翻疑疑夢(mèng)夢(mèng)，，相相悲悲各各問問年年。。。。1月月-231月月-2320:40:1020:40:10January4,202314、他鄉(xiāng)生白白發(fā)，舊國(guó)國(guó)見青山。。。04一月月20238:40:10下下午20:40:101月-2315、比不了得就就不比，得不不到的就不要要。。。一月238:40下下午1月-2320:40January4,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/420:40:1020:40:1004January202317、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。8:40:10下下午8:40下下午20:40:101月-239、沒有失失敗，只只有暫時(shí)時(shí)停止成成功！。。1月-231月-23Wednesday,January4,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。20:40:1020:40:1020:401/4/20238:40:10PM11、成功功就是是日復(fù)復(fù)一日日那一一點(diǎn)點(diǎn)點(diǎn)小小小努力力的積積累。。。1月-2320:40:1020:40Jan-2304-Jan-2312、世間成事，