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1、Chapter8Product,Services,andBrandingStrategyByLiXuejiaObjectivesDefineproductandthemajorclassificationsofproductsandservicesDescribethedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixesDiscussbrandingstrateg
2、y---thedecisionscompaniesmakeinbuildingandmanagingtheirbrandsIdentifythefourcharacteristicsthataffectthemarketingofaserviceandtheadditionalmarketingconsiderationsthatservicesrequireMajorissuesWhatisaproduct?ProductandservicedecisionsBrandingstrategy:b
3、uildingstrongbrandsServicemarketingWhatIsaProduct?Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.Broadlydefined,productsincludephysicalobjects,services,events,persons,places,organizations,ideas,o
4、rmixesoftheseentities.LevelsofProductandServicesCorebenefit:thecore,problem-solvingbenefitorservicesActualproduct:features,design,aqualitylevel,abrandname,andpackagingAugmentedproduct:additionalconsumerservicesandbenefitsProductandServiceClassificatio
5、nConsumerproductsIndustrialproductsBroadlydefined---organizations,persons,places,andideasConsumerProductsProductsandservicesboughtbyfinalconsumersforpersonalconsumption.ConvenienceproductsShoppingproductsSpecialtyproductsUnsoughtproductsConveniencePro
6、ductsConsumerproductsandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.E.g.Soap,newspapers,fastfoodbackShoppingProductsConsumergoodthatthecustomer,intheprocessofselectionandpurchase,characteristical
7、lycomparesonsuchbasesassuitability,quality,price,andstyle.E.g.Clothing,furniture,householdappliancesbackSpecialtyProductsConsumerproductwithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffor
8、t.E.g.Specificbrandsandtypesofcars,servicesofmedicalorlegalspecialists,high-pricedphotographicequipmentbackUnsoughtproductsConsumerproductthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkofbuyingE.g.Lifeinsurance,funeral