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1、Product,Services,andBrandingStrategies产品、服务和品牌战略Objectives目标Beabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.定义产品以及主要的产品与服务分类。说明企业在确定产品线和产品组合时做出的
2、各项决策。1Objectives目标Understandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.说明企业怎样建立并管理其品牌。阐述对服务营销造成影响的四方面特征讨论对社
3、会责任与国际营销需要额外关注的事项。2CaseStudy案例研究CosmeticscompaniessellbillionsofdollarsworthofproductsConsumersbuymorethanjustaparticularsmellTheCosmeticsIndustry化妆品业The“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.3Definitions定义ProductA
4、nythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.产品向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。服务由一方向另一方提供的本质上无形而又不带来任何所有
5、权的任何活动或利益。4WhatisaProduct?什么是产品？Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications产品、服务和体验企业向市场所提供的，既包括有形产品又包括服务产品和服务的层次核心利益、实体产品、扩展产品
6、产品和服务的分类5Convenience便利品FrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducer频繁购买，很少计划，很少作比较或费精力，顾客参与度低低价格渠道广泛制造商大批量促销6Shopping选购品Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstyleco
7、mparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandreseller不经常购买，较多的计划并为购物花费较多的精力，根据质量、价格和样式比较品牌比便利品价格高在较少的店面进行选择性分销生产商和经销商的广告和人员推销7Specialty特购品Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,lit
8、tlebrandcomparisons,andlowpricesensitivityHighpriceExclusived
