第六章 產(chǎn)品策略

Marketersmust:Planpositionstogivetheirproductsthegreatestadvantageinselectedtargetmarkets.針對目標(biāo)市場選擇合適的定位Designmarketingmixestocreatetheseplannedpositions.針對此定位設(shè)計(jì)營銷組合方案MarketingProgram

TheFourPComponents

oftheMarketingMixProductisakeyelementinthemarketoffering產(chǎn)品是營銷組合的關(guān)鍵要素Marketingprogrambeginswithproductstrategy產(chǎn)品策略是營銷組合策略的起點(diǎn)第六章產(chǎn)品策略Chapter6productstrategyContentstobecoveredtoday學(xué)習(xí)內(nèi)容theconceptofproductandproductlevel產(chǎn)品和產(chǎn)品分層的概念LectureExerciseCasestudyWhatisaproduct維基百科：產(chǎn)品(Product)是用來滿足人們需求和欲望的物體或無形的載體。產(chǎn)品是“一組將輸入轉(zhuǎn)化為輸出的相互關(guān)聯(lián)或相互作用的活動”的結(jié)果，即“過程”的結(jié)果在經(jīng)濟(jì)領(lǐng)域中，通常也可理解為組織制造的任何制品或制品的組合。馬克?佩里博士在總結(jié)若干學(xué)者的觀點(diǎn)之后認(rèn)為，產(chǎn)品屬性包括內(nèi)在、外在、表現(xiàn)和抽象四項(xiàng)內(nèi)容。中華人民共和國質(zhì)量法，服務(wù)、軟件、硬件和流程性材料1WhatisaProduct?Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.產(chǎn)品是指能夠提供給市場從而引起人們注意，供人取得使用或消費(fèi)，并能夠滿足某種欲望或需要的任何東西。Includes:physicalobjects實(shí)物,services服務(wù),events事件,persons人員,places區(qū)位,organizations組織,ideas概念,orsomecombination多種組合thereof.WhatisaproductTomarketerThephysicalobjectstheyproduceorsell物質(zhì)載體Tocustomer?Whatdocosmeticsmeantoconsumers1WhatisaProduct?一切有形和無形的統(tǒng)一體，包括實(shí)質(zhì)層、實(shí)體層和延伸層三個層次2LevelsofaProduct產(chǎn)品層次Coreproductorcorebenefit核心產(chǎn)品/實(shí)質(zhì)層Actualproduct實(shí)際產(chǎn)品/實(shí)體層Augmentedproduct延伸產(chǎn)品/延伸層2.1核心產(chǎn)品/實(shí)質(zhì)層coreproductorcorebenefitThefundamentalserviceorbenefitthatthecustomerisreallybuying.是指消費(fèi)者在購買一種產(chǎn)品或服務(wù)時所尋求的能夠解決問題的核心利益，是構(gòu)成產(chǎn)品最本質(zhì)的核心部分。PostpurchaseBehaviorPurchaseDecisionInformationSearchNeed/problemRecognitionEvaluationofAlternativesWhatisthecoreproductforahotel?Howaboutanairconditioning?2.2actualproduct實(shí)際產(chǎn)品/實(shí)體層Theitemsconveythecorebenefitofproduct，whichincludefeatures,design,qualitylevel,brandnameandpackaging.核心產(chǎn)品借以實(shí)現(xiàn)的形式指消費(fèi)者需要的產(chǎn)品實(shí)體的具體外觀，具體包括：質(zhì)量水平、特征、式樣、品牌名稱、包裝等2.3Augmentedproduct延伸產(chǎn)品/延伸層Whatexceedthenormalexpectationandmaketheproductdistinct.又稱為產(chǎn)品的附加利益，是指在商品的銷售和使用過程中，企業(yè)向消費(fèi)者提供的服務(wù)、便利以及可以用價(jià)值衡量的一切無形的東西。是產(chǎn)品現(xiàn)在內(nèi)容的橫向擴(kuò)張。必須注意附加產(chǎn)品的增加而增加的成本消費(fèi)者是否愿意承擔(dān)。Exercise1:Linktothepractice海爾冰箱

效用質(zhì)量特征式樣品牌附加服務(wù)附加利益核心產(chǎn)品Corebenefit：實(shí)際產(chǎn)品Actualproduct:

延伸產(chǎn)品Augmentedproduct：Conclusion小結(jié)Exercise2：服務(wù)類產(chǎn)品的分層Pleasespecifythelevelsofproductsforathemepark請你為一個主題公園繪出它的產(chǎn)品分層圖Practice:LinkagewithmarketingconceptProductionconceptProductconceptSellingconceptMarketingconceptExercise3:LinktothepracticeCaseStudy案例1某旅行社推出新線路，為吸引游客參加，承諾可以先旅游后付款。請結(jié)合旅游產(chǎn)品的特點(diǎn)、構(gòu)成分析此項(xiàng)促銷方式的可能性、可行性及如何操作？案例2電器經(jīng)銷商準(zhǔn)備采取先試用空調(diào)，然后一個月之后再收費(fèi)，請問可能性、可行性及如何操作

請結(jié)合產(chǎn)品的概念、層次，討論上述案例中哪種做法可行？請支持你的結(jié)論？3productclassification產(chǎn)品類別3.1durabilityandtangibility產(chǎn)品的耐用程度和有形程度Nondurablegoods易耗品Durablegoods耐用品Service服務(wù)產(chǎn)品3productclassification產(chǎn)品類別3.2thepurposeforwhichtheproductisbought購買目的consumergoods消費(fèi)品industrialgoods工業(yè)品Productsandservicesboughtbyfinalconsumersforpersonalconsumption.Thosepurchasedforfurtherprocessingorforuseinconductingbusiness.consumergoods消費(fèi)品Conveniencegoods方便商品/日用品

Purchasedfrequently&immediately頻繁購買

Lowpriced低價(jià)

Massadvertising大眾密集廣告

Manypurchaselocations盡可能多的布點(diǎn)consumergoods消費(fèi)品shoppinggoods選購商品Boughtlessfrequently較頻繁Higherprice較高的價(jià)格

Fewerandselectivepurchaselocations有選擇的銷售網(wǎng)點(diǎn)

deepersalessupport需要較多的售中服務(wù)支持consumergoods消費(fèi)品specialtygoods特殊商品

uniquecharacteristics獨(dú)一無二的特征

brandidentification品牌識別度高ExclusiveDistribution專賣店

specialpurchaseeffort消費(fèi)者愿意付出特殊的購買努力

Buyersnormallydonotcomparespecialtyproducts.最優(yōu)選擇consumergoodsunsoughtgoods非渴求產(chǎn)品/忽略品

eitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuying.不了解或者想不到的產(chǎn)品Mostmajornewinnovationsareunsoughtuntiltheconsumerbecomesawareofthemthroughadvertising.創(chuàng)新型產(chǎn)品多數(shù)屬于非渴求品Bytheirverynature,unsoughtproductsrequirealotofadvertising,personalselling,andothermarketingefforts.需要大量、密集的廣告和促銷努力GroupDiscussion小組討論IndustrialGoods工業(yè)品Materialsandparts材料和零部件Capitalitems資本項(xiàng)目Suppliesandbusinessservices物資和服務(wù)2.ProductDecision2.1Individualproductdecision2.2Product-linedecision2.1IndividualProductDecisionsProductattributes(quality,features,styleanddesign)Branding(Abrandisaname,term,sign,symbol,ordesign,oracombinationofthese,thatidentifiesthemakerorsellerofaproductorservice)Packaging:Designingandproducingthecontainerorwrapperforaproduct.Developingagoodpackage:PackagingconceptPackageelementsProductsafetyEnvironmentalconcernsLabeling:PrintedinformationappearingonorwiththepackageProductsupportservices2.2product-linedecisions產(chǎn)品線組合策略2.2.1Prod