菲利普.科特勒的“市场营销”讲义13英文

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1、Chapter13ManagingProductLines,Brands,andPackagingObjectivesProductCharacteristicsBuilding&ManagingtheProductMix&ProductLinesBrandDecisionsPackaging&LabelingComponentsoftheMarketOfferingValue-basedpricesServicesmixandqualityProductfeaturesandqualityAttractivenessofthemarketoffering

2、FiveProductLevelsPotentialproductAugmentedproductExpectedproductBasicproductCorebenefitSpecialtyProductsUnsoughtProductsShoppingProductsBuylessfrequentlyGatherproductinformationFewerpurchaselocationsComparefor:Suitability&QualityPrice&StyleConvenienceProductsSpecialpurchaseefforts

3、UniquecharacteristicsBrandidentificationFewpurchaselocationsNewinnovationsProductsconsumersdon’twanttothinkabout.Requiremuchadvertising&personalsellingBuyfrequently&immediatelyLowpricedManypurchaselocationsIncludes:StaplegoodsImpulsegoodsEmergencygoodsConsumer-GoodsClassificationP

4、roductMixWidth-numberofdifferentproductlinesLength-totalnumberofitemswithinthelinesDepth-numberofversionsofeachproductProductMix-alltheproductlinesofferedConsistencyProduct-LineLengthLineStretchingDownmarketUpmarketTwo-wayLineFillingLineModernizationLineFeaturing&LinePruningTwo-Wa

5、yProduct-LineStretch:MarriottHotelsQualityEconomySuperiorStandardGoodPriceHighAboveaverageAverageLowFairfieldInn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)WhatisaBrand?AttributesBenefitsValuesCultureUserPersonalityBrandEquityNoBrandLoy

6、alty(customerwillchange)SatisfiedCustomer(noreasontochange)Satisfied&SwitchingCostValuestheBrand(brandasfriend)DevotedtoBrandAnOverviewofBrandingDecisionsBrandingDecisionBrandNobrandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIn

7、dividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-RepositioningDecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrandsBrandStrategiesBrandExtensionNewBrandNameProductCategoryLineExtension

8、ExistingExistingMultibrandsNewNew