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ID:40149019
大小:935.00 KB
页数:41页
时间:2019-07-23
《国际市场营销(第六章讲稿ppt)》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、SettingtheproductandBrandingStrategyChapter6ChapterObjectives■Whatarethecharacteristicsofproducts?■Howcanacompanybuildandmanageitsproductmixandproductlines?■Howcanacompanymakebetterbranddecisions?■Howcanpackagingandlabelingbeusedasmarketingtools?11.Theproductandthep
2、roductmixProductAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,information,andideas.23FiveProductLevelsPotentialproductAugmentedproduct
3、ExpectedproductBasicproductCorebenefit45ProducthierarchyWecanidentifysixlevelsoftheproducthierarchy(hereforlifeinsurance):NeedfamilyProductfamilyProductclassProductlineProducttypeItem(alsocalledstockkeepingunitorproductvariant)6ProductClassificationsDurabilityandtan
4、gibility■Nondurablegoods:tangible■Durablegoods:tangible■Service:intangibleConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices7ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeff
5、ortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProducts8ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesMoreshoppingeffortforcomparisons.HigherthanconveniencegoodpricingSelecti
6、vedistributioninfeweroutletsAdvertisingandpersonalsellingTypesofConsumerProducts9ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExc
7、lusivedistributionCarefullytargetedpromotionsTypesofConsumerProducts10ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandper
8、sonalsellingbyproducersandresellersTypesofConsumerProducts11ProductDecisionsIndividualProductProductMixProductLineProductattributesQuality
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