科特勒营销管理下载.ppt

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1、Chapter13ManagingProductLines,Brands,andPackagingObjectivesProductCharacteristicsBuilding&ManagingtheProductMix&ProductLinesBrandDecisionsPackaging&LabelingComponentsoftheMarketOfferingValue-basedpricesServicesmixandqualityProductfeaturesandqualityAttractivenessof

2、themarketofferingFiveProductLevelsPotentialproductAugmentedproductExpectedproductBasicproductCorebenefitSpecialtyProductsUnsoughtProductsShoppingProductsBuylessfrequentlyGatherproductinformationFewerpurchaselocationsComparefor:Suitability&QualityPrice&StyleConveni

3、enceProductsSpecialpurchaseeffortsUniquecharacteristicsBrandidentificationFewpurchaselocationsNewinnovationsProductsconsumersdon’twanttothinkabout.Requiremuchadvertising&personalsellingBuyfrequently&immediatelyLowpricedManypurchaselocationsIncludes:StaplegoodsImpu

4、lsegoodsEmergencygoodsConsumer-GoodsClassificationProductMixWidth-numberofdifferentproductlinesLength-totalnumberofitemswithinthelinesDepth-numberofversionsofeachproductProductMix-alltheproductlinesofferedConsistencyProduct-LineLengthLineStretchingDownmarketUpmark

5、etTwo-wayLineFillingLineModernizationLineFeaturing&LinePruningTwo-WayProduct-LineStretch:MarriottHotelsQualityEconomySuperiorStandardGoodPriceHighAboveaverageAverageLowFairfieldInn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecut

6、ives)WhatisaBrand?AttributesBenefitsValuesCultureUserPersonalityBrandEquityNoBrandLoyalty(customerwillchange)SatisfiedCustomer(noreasontochange)Satisfied&SwitchingCostValuestheBrand(brandasfriend)DevotedtoBrandAnOverviewofBrandingDecisionsBrandingDecisionBrandNob

7、randBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-RepositioningDecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineex

8、tensionBrandextensionMulti-brandsNewbrandsCobrandsBrandStrategiesBrandExtensionNewBrandNameProductCategoryLineExtensionExistingExistingMultibrandsNewNew