《市场营销》（英文版） Chapter 13 Product Characteristics

Objectives Product characteristics Building Managing the Product Mix Product Lines Brand decisions Packaging Labeling C2000 Prentice Hall

©2000 Prentice Hall Objectives Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling

Consumer-Goods Classification Convenience products Shopping Products Buy frequently immediately Buy less frequently > Low priced Gather product information Many purchase locations Fewer purchase locations Includes >Compare for Staple goods Suitability& Quality Impulse goods Price Style Emergency goods Specialty Products Unsought Products Special purchase efforts Unique characteristics New innovation Brand identification Products consumers dont > Few purchase locations want to think about Require much advertising personal selling C2000 Prentice Hall

©2000 Prentice Hall Specialty Products Unsought Products Shopping Products Buy less frequently > Gather product information > Fewer purchase locations > Compare for: • Suitability & Quality • Price & Style Convenience Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations New innovations > Products consumers don’t want to think about. >Require much advertising & personal selling Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods Consumer-Goods Classification

Product mix Width-number of different product lines Length -total number Product mix of items all the product within the lines lines offered Depth-number of versions of each product C2000 Prentice Hall

©2000 Prentice Hall Product Mix Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered

Product-Line Length Line Stretching Downmarket Upmarket TWo-way Line Filling Line modernization Line Featuring Line Pruning C2000 Prentice Hall

©2000 Prentice Hall Product-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning

What is a brand? User Cuiture Personality Attributes Benefits Values C2000 Prentice Hall

©2000 Prentice Hall What is a Brand? Attributes Benefits Values Culture User Personality

Brand Equity Devoted to brand Values the brand brand as friend Satisfied Switching Cost Satisfied Customer (no reason to change No Brand Loya (customer will change) C2000 Prentice Hall

©2000 Prentice Hall Brand Equity No Brand Loyalty (customer will change) Satisfied Customer (no reason to change) Satisfied & Switching Cost Values the Brand (brand as friend) Devoted to Brand

Brand Strategies Product Category Existing N ew Existing Line Brand Extension Extension g New Multibrands New Brands C2000 Prentice Hall

©2000 Prentice Hall Brand Strategies Brand Extension New Brand Name Product Category Line Extension Existing Existing New Multibrands New Brands

Good Brand names. Lack Poor Distinctive Foreign anguage Meanings Suggest Suggest sy to Product Product Pronounce Qualities Benefits Recognize Remember C2000 Prentice Hall

©2000 Prentice Hall Good Brand Names: Suggest Product Benefits Distinctive Lack Poor Foreign Language Meanings Suggest Product Qualities Easy to: Pronounce Recognize Remember

Why Package Crucial as a Marketing Tool Self-service Consumer affluence Company brand image Opportunity for innovation C2000 Prentice Hall

©2000 Prentice Hall Why Package Crucial as a Marketing Tool Self-service Consumer affluence Company & brand image Opportunity for innovation

Labels Promote Describe Identify C2000 Prentice Hall

©2000 Prentice Hall Labels Identify Describe Promote