复旦大学：《营销管理》经典讲义_Product

Product Wang Yusong School of Management Fudan University

10-1 Product Product Wang Yusong School of Management Fudan University

The product and the Product mix Components Product of the Market Offering Physical goods Services Value-based prices a Experience Events Persons Attractiveness Places of the market a Properties ofFering a Organizations Product Services Information features mix and Ideas and qual quality

10-2 The Product and the Product Mix ƒ Product Product ƒ Physical goods Physical goods ƒ Services Services ƒ Experiences Experiences ƒ Events ƒ Persons Persons ƒ Places ƒ Properties Properties ƒ Organizations Organizations ƒ Information Information ƒ Ideas Components of the Market Offering

Five Product levels Customer Potential product value hierarchy Augmented product ected prod siC produ Core benefit

10-3 Five Product levels Customer Customer value hierarchy hierarchy

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10-4 BabyCenter is not just an online BabyCenter is not just an online merchant, it’s a metamediary merchant, it’s a metamediary

The Product and the Product mix Product hierarch GeneralMills'mycereal.com Web site Need famil a Product family a Product class ale a Product line E of our valuable customers. We will be open again Product type your interest in mycereul oom a tem a

10-5 The Product and the Product Mix ƒ Product hierarchy Product hierarchy ƒ Need family Need family ƒ Product family Product family ƒ Product class Product class ƒ Product line Product line ƒ Product type Product type ƒ Item General Mills’ Mycereal.com General Mills’ Mycereal.com Web site Web site

The Product and the Product mix Product classifications a durability and tangibility Classification: Nondurable goods Durable goods a services 10-6

10-6 The Product and the Product Mix ƒ Product classifications Product classifications ƒ Durability and Tangibility Durability and Tangibility Classification: Classification: ƒ Nondurable goods Nondurable goods ƒ Durable goods Durable goods ƒ Services Services

The Product and the Product mix Consumer -Goods Classification Convenience goods Staples Impulse goods Emergency goods Shopping goods Homogeneous shopping goods Heterogeneous shopping goods Specialty goods a Unsought goods

10-7 The Product and the Product Mix ƒ Consumer Consumer-Goods Classification: Goods Classification: ƒ Convenience goods Convenience goods ƒ Staples Staples ƒ Impulse goods Impulse goods ƒ Emergency goods Emergency goods ƒ Shopping goods Shopping goods ƒ Homogeneous shopping goods Homogeneous shopping goods ƒ Heterogeneous shopping goods Heterogeneous shopping goods ƒ Specialty goods Specialty goods ƒ Unsought goods Unsought goods

The Product and the Product mix a Industrial-Goods Classification a materials and parts Farm products a Natural products a Manufactured materials and parts a Component materials Component parts a Capital items Installations a Equipment 10-8

10-8 The Product and the Product Mix ƒ Industrial Industrial-Goods Classification Goods Classification ƒ Materials and parts Materials and parts ƒ Farm products Farm products ƒ Natural products Natural products ƒ Manufactured materials and parts Manufactured materials and parts ƒ Component materials Component materials ƒ Component parts Component parts ƒ Capital items Capital items ƒ Installations Installations ƒ Equipment Equipment

The Product and the Product mix a Supplies and business services a Maintenance and repair items Operating supplies Maintenance and repair services a Business advisory services

10-9 The Product and the Product Mix ƒ Supplies and business services Supplies and business services ƒ Maintenance and repair items Maintenance and repair items ƒ Operating supplies Operating supplies ƒ Maintenance and repair services Maintenance and repair services ƒ Business advisory services Business advisory services

The Product and the Product mix a Product mix(Product assortment a Product mix has a certain: a Width: number of product lines(e.g, detergents toothpaste, bar soap, diapers, paper tissues) Length: total number of items a Depth: number of variants for each product a Consistency 10-10

10-10 The Product and the Product Mix ƒ Product mix (Product assortment) Product mix (Product assortment) ƒ Product mix has a certain: Product mix has a certain: ƒ Width: number of product lines (e.g., detergents, number of product lines (e.g., detergents, toothpaste, bar soap, diapers, paper tissues) toothpaste, bar soap, diapers, paper tissues) ƒ Length: Length: total number of items total number of items ƒ Depth: number of variants for each product number of variants for each product ƒ Consistency Consistency