產(chǎn)品策略雙語

ProductChapter70LearningGoalsUnderstandproductsandthemajorclassificationsofproductsandservicesLearnthedecisionscompaniesmakeregardingtheirproductsandservicesUnderstandbrandingstrategyIdentifythefourcharacteristicsthataffectthemarketingofaserviceRealizeadditionalproductissues1Definitions

定義Product產(chǎn)品Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.任何能夠提供到市場供關(guān)注、獲得、使用或消費(fèi)，并可以滿足需要或欲望的東西。Goal1:Understandproductsandtheirclassifications2Products,Services,andExperiences產(chǎn)品、服務(wù)和體驗(yàn)MarketofferingsmayconsistofacombinationofgoodsandservicesExperiencesareusedtodifferentiateofferingsWhatisaProduct?3product=tangiblegood+service產(chǎn)品＝實(shí)體＋服務(wù)4服務(wù)營銷5利益效用包裝商標(biāo)

品牌包裝運(yùn)送設(shè)計(jì)保證質(zhì)量核心產(chǎn)品Corebenefit形式產(chǎn)品Actualproduct附加產(chǎn)品AugmentedproductLevelsofProductandServices產(chǎn)品和服務(wù)的層次安裝擔(dān)保售后服務(wù)6課堂研討產(chǎn)品整體概念對指導(dǎo)企業(yè)營銷管理有何啟示？7整體產(chǎn)品對營銷管理的意義體現(xiàn)了以顧客為中心的現(xiàn)代營銷觀念。為企業(yè)開發(fā)適合消費(fèi)者需要的有形與無形產(chǎn)品、挖掘新的市場機(jī)會(huì)提供了新的思路。給企業(yè)產(chǎn)品開發(fā)設(shè)計(jì)提供了新的方向。為企業(yè)的產(chǎn)品差異化提供了新的線索。整體產(chǎn)品概念要求企業(yè)重視各種售后服務(wù)。8ProductandServiceClassifications

產(chǎn)品和服務(wù)的分類Consumerproducts消費(fèi)品Industrialproducts工業(yè)品Goal1:Understandproductsandtheirclassifications9WhatisaProduct?Convenience便利品品ShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications10WhatisaProduct?ConvenienceShopping選購品SpecialtyUnsoughtLessfrequentpurchasesMoreshoppingeffortforcomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications11WhatisaProduct?ConvenienceShoppingSpecialty特殊品UnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionsTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications12WhatisaProduct?ConvenienceShoppingSpecialtyUnsought非渴求品Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandpersonalsellingbyproducersandresellersTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications13Industrialproducts工業(yè)品Materialsandparts材料和部件件Capitalitems資本項(xiàng)目Suppliesandservices供應(yīng)品和服服務(wù)Goal1:UnderstandproductsandtheirclassificationsWhatisaProduct?14Organizations,persons,places,andideas組織、人物物、地點(diǎn)和和創(chuàng)意OrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingpromotesideasGoal1:UnderstandproductsandtheirclassificationsWhatisaProduct?15Marketersmakeproductandservicesdecisionsatthreelevels:individualproductdecisions,productlinedecisions,andproductmixdecisions.ProductDecisions產(chǎn)品決策16WidthDepthP＆G的產(chǎn)品組合合清潔劑牙膏香皂紙尿布洗發(fā)水碧浪高露潔玉蘭油幫寶適飄柔汰漬佳潔士舒服佳激爽海飛絲潘婷沙宣

2023/1/11717IndividualProduct單個(gè)產(chǎn)品決決策ProductLineProductMixProductattributes產(chǎn)品屬性Branding品牌Packaging包裝Labeling標(biāo)簽Productsupportservices產(chǎn)品支持服服務(wù)KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts18ProductlineAgroupofproductsthatarecloselyrelatedbecausetheymay:functioninasimilarmannerbesoldtothesamecustomergroups,bemarketedthroughthesametypesofoutletsfallwithingivenpricerangesKeyDecisionsIndividualProductProductLine產(chǎn)品線決決策ProductMixGoal2:Learndecisionscompaniesmakeregardingproducts19IndividualProductProductLine產(chǎn)品線決策策ProductMixProductlinelength產(chǎn)品線長度度———產(chǎn)品線上項(xiàng)項(xiàng)目的數(shù)量量Linestretching產(chǎn)品線擴(kuò)展展向下延伸向上延伸雙向延伸Filling產(chǎn)品線填補(bǔ)補(bǔ)KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts20IndividualProductProductLineProductMix產(chǎn)品組合決決策ProductmixProductassortment產(chǎn)品集Consistsofalltheproductlinesanditemsthataparticularselleroffersforsale由一個(gè)銷售售者提供或或出售的所所有產(chǎn)品線線和產(chǎn)品項(xiàng)項(xiàng)目組成KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts21IndividualProductProductLineProductMix產(chǎn)品組合決決策Productmixwidth產(chǎn)品組合寬寬度:NumberofdifferentproductlinescarriedbycompanyProductmixdepth產(chǎn)品組合深深度:NumberofdifferentversionsofeachproductinthelineProductmixConsistency產(chǎn)品組合黏黏度KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts22ProductLife-CycleStrategies23產(chǎn)品生命周周期（Productlifecycle，縮寫為PLC）是指某產(chǎn)產(chǎn)品從進(jìn)入入市場到被被淘汰退出出市場的全全部運(yùn)動(dòng)過過程，受需需求與技術(shù)術(shù)的生命周周期的影響響。24ProductLife-CycleIntroduction導(dǎo)入Growth成長Maturity成熟Decline衰退TimeProfitsSalesSalesandprofits25教學(xué)引例請描述時(shí)尚尚產(chǎn)品的生生命周期曲曲線及其特特點(diǎn)？26PLCofFads時(shí)尚產(chǎn)品來也匆匆去也匆匆時(shí)間銷售額27OtherstylesofPLCSalesTimeStyles風(fēng)格Fashions流行SalesTime28手表機(jī)械手表電子表石英表上海表課堂研討2手表、機(jī)械械手表與““上?！迸婆茩C(jī)械表，，請問誰的的生命更長長？29產(chǎn)品種類、、品種和品品牌的生命命周期產(chǎn)品種類：：手表產(chǎn)品品牌：：上海牌產(chǎn)品品種：：電子表銷售量時(shí)間30課堂思考1請分析說明明下列產(chǎn)品品分別處于于PLC的哪個(gè)階段段？導(dǎo)入期成長期成熟期衰退期家用汽車汽車電話計(jì)算機(jī)電視機(jī)打字機(jī)傳呼機(jī)31ProductdevelopmentIntroductionGrowthMaturityDeclineLowsalesHighcostpercustomeracquiredNegativeprofitsInnovatorsaretargetedLittlecompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies產(chǎn)品生命周周期策略32MarketingStrategies:

IntroductionStageProduct––OfferabasicproductPrice–Usecost-plusbasistosetDistribution––BuildselectivedistributionAdvertising––Buildawarenessamongearlyadoptersanddealers/resellersSalesPromotion––HeavyexpenditurestocreatetrialGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle33ProductdevelopmentIntroductionGrowthMaturityDeclineRapidlyrisingsalesAveragecostpercustomerRisingprofitsEarlyadoptersaretargetedGrowingcompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies產(chǎn)品生命周周期策略34MarketingStrategies:

GrowthStageProduct–Offerproductextensions,service,warrantyPrice––PenetrationpricingDistribution––BuildintensivedistributionAdvertising––BuildawarenessandinterestinthemassmarketSalesPromotion––ReduceexpenditurestotakeadvantageofconsumerdemandGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle35ProductdevelopmentIntroductionGrowthMaturityDeclineSalespeakLowcostpercustomerHighprofitsMiddlemajorityaretargetedCompetitionbeginstodeclinePLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies產(chǎn)品生命命周期策策略36MarketingStrategies:MaturityStageProduct–DiversifybrandandmodelsPrice––SettomatchorbeatcompetitionDistribution––BuildmoreintensivedistributionAdvertising––StressbranddifferencesandbenefitsSalesPromotion––IncreasetoencouragebrandswitchingGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle37ProductdevelopmentIntroductionGrowthMaturityDeclineDecliningsalesLowcostpercustomerDecliningprofitsLaggardsaretargetedDecliningcompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies產(chǎn)品生命命周期策策略38MarketingStrategies:DeclineStageProduct–PhaseoutweakitemsPrice––CutpriceDistribution––Useselectivedistribution:phaseoutunprofitableoutletsAdvertising––Reducetolevelneededtoretainhard-coreloyalistsSalesPromotion––ReducetominimallevelGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle39PLC各各階段的的特征導(dǎo)入期成長期成熟期衰退期銷售量低劇增最大衰退銷售速度緩慢快速減慢負(fù)增長成本高一般低回升價(jià)格高回落穩(wěn)定回升利潤虧損提升最大減少顧客創(chuàng)新者早期使用者中間多數(shù)落伍者競爭很少增多穩(wěn)中有降減少營銷目標(biāo)建立知名度鼓勵(lì)試用最大限度地占有市場保護(hù)市場爭取最大利潤壓縮開支榨取最后價(jià)值2023/1/14040PLC的啟啟示示課堂堂思思考考2請您您對對PLC理論論的的觀觀點(diǎn)點(diǎn)發(fā)發(fā)表表自自身身的的評評價(jià)價(jià)意意見見。。41積極極作作用用居安安思思危危，，保保持持清清醒醒成功功無無限限，，永永遠(yuǎn)遠(yuǎn)創(chuàng)創(chuàng)新新明確確特特點(diǎn)點(diǎn)，，應(yīng)應(yīng)對對挑挑戰(zhàn)戰(zhàn)預(yù)測測市市場場，，掌掌握握先先機(jī)機(jī)消極極作作用用理論論抽抽象象界限限模模糊糊指導(dǎo)導(dǎo)滯滯后后42沒有有永永遠(yuǎn)遠(yuǎn)的的““蜜蜜月月””，，只只有有磕磕磕磕絆絆絆絆的的歲歲月月!產(chǎn)品品的的生生命命應(yīng)應(yīng)該該掌握握在在營營銷銷者者自自己己的的手手。時(shí)時(shí)間間上上，，從從今今天天看看明明天天；；產(chǎn)產(chǎn)品品上上，，不不斷斷整整合合創(chuàng)創(chuàng)新新；；策策略略上上，，明明確確所所處處階階段段，，調(diào)調(diào)整整營營銷銷組組合合；；管管理理上上，，認(rèn)認(rèn)可可規(guī)規(guī)律律，，挑挑戰(zhàn)戰(zhàn)自自我我。。只只有有如如此此，，企企業(yè)業(yè)的的產(chǎn)產(chǎn)品品才才能能永永葆葆青青春春，，永永遠(yuǎn)遠(yuǎn)靚靚麗麗!43NewProductDevelopment新產(chǎn)品品開發(fā)發(fā)44NewProductDevelopment新產(chǎn)品品開發(fā)發(fā)Developmentoforiginalproducts,productimprovements,productmodifications,andnewbrandsthroughthefirm’’sownR&Defforts.公司通通過自自主研研發(fā)努努力開開發(fā)獨(dú)獨(dú)創(chuàng)的的產(chǎn)品品、改改善和和調(diào)整整原有有產(chǎn)品品的屬屬性和和創(chuàng)立立新品品牌。。Goal1:Learnhowcompaniesfind&developnew-productideas45新產(chǎn)品品的概概念及及種類類新產(chǎn)品品是指對對營銷銷組織織者來來說，，在功功能、、形態(tài)態(tài)上得得到改改進(jìn)或或與原原有產(chǎn)產(chǎn)品有有一定定的差差異的的產(chǎn)品品。包包括以以下六六種基基本類類型：：新產(chǎn)品品新產(chǎn)品品線現(xiàn)有產(chǎn)產(chǎn)品線線的增增補(bǔ)產(chǎn)產(chǎn)品現(xiàn)有產(chǎn)產(chǎn)品的的改進(jìn)進(jìn)或更更新再定位位降低成成本推推廣到到新的的目標(biāo)標(biāo)市場場46Newproductscanbeobtainedviaacquisitionordevelopment.Newproductssufferfromhighfailurerates.Severalreasonsaccountforfailure.Goal1:Learnhowcompaniesfind&developnew-productideas47營銷策略創(chuàng)意生生成創(chuàng)意篩選概念形形成和測試試商業(yè)分析產(chǎn)品開發(fā)市場測試商品化化NewProductDevelopmentStrategy新產(chǎn)品品開發(fā)發(fā)戰(zhàn)略略48Stage1:IdeaGeneration創(chuàng)意生生成Internalideasources內(nèi)部創(chuàng)創(chuàng)意:R&DExternalideasources外部部創(chuàng)創(chuàng)意意:Customers,competitors,distributors,suppliersGoal2:Understandstepsinthenew-productdevelopmentprocess49Stage2:IdeaScreening創(chuàng)意意篩篩選選ProductdevelopmentcostsincreasesubstantiallyinlaterstagessopoorideasmustbedroppedIdeasareevaluatedagainstcriteria;mostareeliminatedGoal2:Understandstepsinthenew-productdevelopmentprocess50Stage3:ConceptDevelopmentandTesting概念念開開發(fā)發(fā)和和測測試試Conceptdevelopmentcreatesadetailedversionoftheideastatedinmeaningfulconsumerterms.概念念開開發(fā)發(fā)Concepttestingaskstargetconsumerstoevaluateproductconcepts.概念念測測試試Goal2:Understandstepsinthenew-productdevelopmentprocess51Stage4:MarketingStrategyDevelopment營銷策略發(fā)展展Thetargetmarket,productpositioning,andsales,share,andprofitgoalsforthefirstfewyears.Productprice,distribution,andmarketingbudgetforthefirstyear.Long-runsalesandprofitgoalsandthemarketingmixstrategy.Goal2:Understandstepsinthenew-productdevelopmentprocess52Stage5:BusinessAnalysis商業(yè)分析Sales,cost,andprofitprojectionsStage6:ProductDevelopment產(chǎn)品開發(fā)PrototypedevelopmentandtestingGoal2:Understandstepsinthenew-productdevelopmentprocess53Stage7:TestMarketing市場測試Standardtestmarkets標(biāo)準(zhǔn)市場測試試法Controlledtestmarkets控制市場測試試法Simulatedtestmarkets模擬市場測試試法Stage8:Commercialization商品化Goal2:Understandstepsinthenew-productdevelopmentprocess54新產(chǎn)品的特征征與市場擴(kuò)散散新產(chǎn)品的相對對優(yōu)點(diǎn)新產(chǎn)品的適應(yīng)應(yīng)性新產(chǎn)品的簡易易性新產(chǎn)品的認(rèn)知知性55購買行為與市市場擴(kuò)散——羅杰斯模式認(rèn)知→興趣→→評價(jià)→試用用→正式采用用落伍者16%晚期多數(shù)型34%早期多數(shù)型34%早期采用者創(chuàng)新者13.5%2.5%激光唱機(jī)（CDPlayer）的擴(kuò)散采用用過程569、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。1月-231月-23Sunday,January1,202310、雨中黃黃葉樹，，燈下白白頭人。。。20:56:4420:56:4420:561/1/20238:56:44PM11、以我獨(dú)獨(dú)沈久，，愧君相相見頻。。。1月-2320:56:4420:56Jan-2301-Jan-2312、故人人江海海別，，幾度度隔山山川。。。20:56:4420:56:4420:56Sunday,January1,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月月-231月月-2320:56:4420:56:44January1,202314、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。01一一月20238:56:44下午午20:56:441月-2315、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。。一月月238:56下下午午1月月-2320:56January1,202316、行動(dòng)動(dòng)出成成果，，工作作出財(cái)財(cái)富。。。2023/1/120:56:4420:56:4401January202317、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。8:56:44下午8:56下下午20:56:441月-239、沒沒有有失失敗敗，，只只有有暫暫時(shí)時(shí)停停止止成成功功?。?。。1月月-231月月-23Sunday,January1,202310、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒沒有有。。。。20:56:4420:56:4420:561/1/20238:56:44PM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。1月-2320:56:4420:56Jan-2301-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。20:56:4520:56:4520:56Sunday,January1,202313、不知香積寺寺，數(shù)里入云云峰。