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1、选用教材营销管理［美］菲利普•科特勒著第十一版上海经济出版社第六章：产品和品牌策略教学目的：通过产品与战略方案的讲授，使学生掌握关于''产品营销策略”的相关知识，并培养实际运用能力。教学重点：一家公司如何制定更好的品牌决策？教学难点：一家公司如何制定更好的品牌决策？教学时数：6学时（讲授、咨询型课型讨论、实践）教学内容与步骤:Chapter6SettingtheproductandbrandingstrategyKotleronMarketingThebestwaytoholdcustomersistoconstantlyfigureouthowtog
2、ivethemmoreforless.ChapterObjectivesInthischapter,wefocusonthefollowingquestions:■Whatarethecharacteristicsofproducts?■Howcanacompanybuildandmanageitsproductmixandproductlines?■Howcanacompanymakebetterbranddecisions?■Howcanpackagingandlabelingbeusedasmarketingtools?Whatdobusines
3、sexecutivesRoyKroc(McDonald's)andColonelSanders(KentuckyFriedChicken)haveincommon?TheyallhaveledorleadlivesinterestingenoughtofeatureonAgE，saward-winningtelevisionshowBiography.AgE'sBiographyoffersexcellentlessonsinproductandbrandmanagement.1・TheproductandtheproductmixAproductis
4、anythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,information,andideas・ProductlevelsInplanningitsmarketoffering,themarketerneedstothinkthroughfivelevelsoftheprod
5、uct.Eachleveladdsmorecustomervalue,andthefiveconstituteacustomervaluehierarchy.Themostfundamentallevelisthecorebenefit:thefundamentalserviceorbenefitthatthecustomerisreallybuying・Ahotelguestisbuying"testandsleep.HThepurchaserofadrillisbuying"holes,”Marketersmustseethemselvesasbe
6、nefitproviders・Atthesecondlevel,themarketerhastoturnthecorebenefitintoabasicproduct.Thusahotelroomincludesabed,bathroom,towels,desk,dresser,andcloset.Atthethirdlevel,themarketerpreparesanexpectedproduct,asetofattributesandconditionsbuyersnormallyexpectwhentheypurchasethisproduct
7、.Hotelguestexpectacleanbed,freshtowels,workinglamps,andarelativedegreeofquiet.Becausemosthotelscanmeetthisminimumexpectation,thetravelernormallywillsettleforwhicheverhotelismostconvenientorleastexpensive・Attheforthlevel,themarketerpreparesmiaugmentedproductthatexceedscustomerexp
8、ectations・Atthefifthlevelstandsthepotentialprod
