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1、Chapter6:ProductPlanningforGoodsandServicesMainPointsWhatisaproduct?ProductclassesBranding,packagingandwarrantiesPLC(productlifecycle)Newproduct1.What“Product”reallymeansProduct(p255):theneed-satisfyingofferingofafirm(goods,services,experiences,events,persons,places,properties,organizat
2、ions,informationandideas.)Aproduct-totalsatisfaction(therightservice,aphysicalgoodwiththerightfeatures,instructionsonuse,convenientpackaging,warranties,andthelike.(p256)StrategicPlanningforProductPlaceProductPricePromotionBrandTypeofBrand:Individualor familyManufactureror dealerWarranty
3、None,full,orlimitedPackageProtection,Promotion,(orboth)TargetMarketEXHIBIT9-1P256ProductIdeaPhysicalgood/serviceFeaturesQualitylevelAccessoriesInstallationInstructionsProductlineTheProductLevelsCorebenefitCorebenefitAugmentedproductdelivery,installmentmaintaining,consultant,training,fin
4、ancing,etc.Tangibleproductquality,appearance,style,brand,packing,design,features,etc.HotelCorebenefitRestandsleepSurpriseanddelight:TV,Internet;flowers;Fastandgoodservice;Fastcheckout;waking-upService;gooddinner;etc.Basicexpectation:Cleanbed;newtowels;CleanandworkingwashingRoom;quietenv
5、ironment,etc.Quality(P256)Quality:aproduct’sabilitytosatisfyacustomer’sneedsorrequirements.Qualityfocusesonthecustomerfeelings.Differentiate“technicalquality”and“perceivedquality”.GoodsandServices(P257)Aproductmaybeaphysicalgoodoraserviceorablendofboth.Agoodisatangible,physicalitemthatc
6、anbeseenandtouched.Aserviceisadeedperformedbyonepartyforanother.Differenceb/wgoodsandservices.Timeofproduction;supplyanddemandbalance;economiesofscale2.ProductLines(p260)Productassortment/mix:thesetofallproductlinesandindividualproductsthatafirmsells.Productline:asetofindividualproducts
7、thatarecloselyrelated.(beproducedoroperatedinasimilarway;soldtothesametargetmarket;soldtothesametypesofoutlets;pricedataboutthesamelevel.)Individualproduct:aparticularproductwithinaproductline.(differentiatedbybrand,levelofserviceoffered,price,orsomeothercharacteristic)P&G公司的产品
