欢迎来到天天文库
浏览记录
ID:62563872
大小:240.39 KB
页数:17页
时间:2021-05-12
《[精选]菲利普科特勒-《市场营销讲义》13.pptx》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、Chapter13ManagingProductObjectivesProductCharacteristicsBuilding&ManagingtheProductMix&ProductLinesBrandDecisionsPackaging&LabelingComponentsoftheMarketOfferingValue-basedpricesServicesmixandqualityProductfeaturesandqualityAttractivenessofthemarketoffe
2、ringFiveProductLevelsPotentialproductAugmentedproductExpectedproductBasicproductCorebenefitSpecialtyProductsUnsoughtProductsShoppingProductsBuylessfrequentlyGatherproductinformationFewerpurchaselocationsComparefor:Suitability&QualityPrice&StyleConvenie
3、nceProductsSpecialpurchaseeffortsUniquecharacteristicsBrandidentificationFewpurchaselocationsNewinnovationsProductsconsumersdon’twanttothinkabout.Requiremuchadvertising&personalsellingBuyfrequently&immediatelyLowpricedManypurchaselocationsIncludes:Stap
4、legoodsImpulsegoodsEmergencygoodsConsumer-GoodsClassificationProductMixWidth-numberofdifferentproductlinesLength-totalnumberofitemswithinthelinesDepth-numberofversionsofeachproductProductMix-alltheproductlinesofferedConsistencyProduct-LineLengthLineStr
5、etchingDownmarketUpmarketTwo-wayLineFillingLineModernizationLineFeaturing&LinePruningTwo-WayProduct-LineStretch:MarriottHotelsQualityEconomySuperiorStandardGoodPriceHighAboveaverageAverageLowFairfieldInn(Vacationers)Courtyard(Salespeople)Marriott(Middl
6、emanagers)MarriottMarquis(Topexecutives)WhatisaBrand?AttributesBenefitsValuesCultureUserPersonalityBrandEquityNoBrandLoyalty(customerwillchange)SatisfiedCustomer(noreasontochange)Satisfied&SwitchingCostValuestheBrand(brandasfriend)DevotedtoBrandAnOverv
7、iewofBrandingDecisionsBrandingDecisionBrandNobrandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-RepositioningDecisio
8、nReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrandsBrandStrategiesBrandExtensionNewBrandNameProductCategoryLineExtensionExistingExistingMultibrandsNewNewBrandsGoodBrandNames:Sugg
此文档下载收益归作者所有