《网络营销》课程教学课件（英文）Chapter 10 Product

E-Marketing4/EJudyStrauss,AdelIl.El-Ansary,andRaymond FrostChapter10:Product1000007001070100111101000010010111010010C2006PrenticeHalln

©2006 Prentice Hall 10-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 10: Product

Chapter 10 ObjectivesAfterreadingChapter10youwillbeableto.Defineproduct and describe how it contributestocustomervalueDiscusshowattributes,branding,supportservices,and labeling applyto onlineproductsOutline someof thekeyfactorsin e-marketingenhancedproductdevelopment.ldentifythe six categoriesof new-productstrategies and the six classificationsforasuggested Internet product taxonomy.07007010100111010000100101110100102006PrenticeHa

©2006 Prentice Hall 10-2 Chapter 10 Objectives • After reading Chapter 10 you will be able to: • Define product and describe how it contributes to customer value. • Discuss how attributes, branding, support services, and labeling apply to online products. • Outline some of the key factors in e-marketing enhanced product development. • Identify the six categories of new-product strategies and the six classifications for a suggested Internet product taxonomy

The Google StoryIn1998.co-foundersBrinandPagedeliveredan innovative new search strategy thatrankedresultsonpopularityaswellaskeywords.GeneratesrevenuefromtwoB2Bmarkets.·Licensing of its search services.·Sales of keyword banners to advertisersInnovativeproducts andstrongcustomerfocusare driving its success and profitabilityGo to Google.com and explore Froogle,GMailand the Tool Bar. Do you agree that they arehighly innovativeproducts?7000000111701000070070710100102006PrenticeH

©2006 Prentice Hall 10-3 • In 1998, co-founders Brin and Page delivered an innovative new search strategy that ranked results on popularity as well as keywords. • Generates revenue from two B2B markets: • Licensing of its search services. • Sales of keyword banners to advertisers. • Innovative products and strong customer focus are driving its success and profitability. • Go to Google.com and explore Froogle, GMail and the Tool Bar. Do you agree that they are highly innovative products? The Google Story

Many Products Capitalize onInternetPropertiesAproductisabundleofbenefitsthatsatisfiesneedsoforganizationsorconsumersIncludestangiblegoods,services,ideas,peopleandplaces.·Productssuchas search engines are uniquetotheInternetwhile others simplyusetheInternet asanew distribution channel.07007070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 10-4 Many Products Capitalize on Internet Properties • A product is a bundle of benefits that satisfies needs of organizations or consumers. • Includes tangible goods, services, ideas, people and places. • Products such as search engines are unique to the Internet while others simply use the Internet as a new distribution channel

Creating Customer Value OnlineCustomervalue=benefits-costsProductdecisionsmustbemadethatdeliverbenefitstocustomers·Attributes·BrandingSupportServices·Labeling·Packaging000007001010000111101000010010111010010C2006PrenticeHall000

©2006 Prentice Hall 10-5 Creating Customer Value Online • Customer value = benefits - costs • Product decisions must be made that deliver benefits to customers: • Attributes • Branding • Support Services • Labeling • Packaging

AttributesAttributesincludequalityandfeaturesThe Internet increases customerbenefits inmanyways.Media,music,software andotherdigitalproductscanbepresentedonthe Web·MasscustomizationispossibleUserpersonalizationofthe shoppingexperiencecanbeachieved7000000110000070070010070C2006PrenticeHal

©2006 Prentice Hall 10-6 • Attributes include quality and features. • The Internet increases customer benefits in many ways. • Media, music, software and other digital products can be presented on the Web. • Mass customization is possible. • User personalization of the shopping experience can be achieved. Attributes

BrandingAbrandincludesaname,symbolorotherinformation.·Abrandrepresentsapromiseorvaluepropositionto its customers.Brandequityisthe intangiblevalue of a brand,measuredindollarseBay,Yahoo!andAmazon rank among thetop100 brands in the U.SAgreatbrandtapsintopopularculture andtouches consumers10010101001117010000100101110100102006PrenticeHa

©2006 Prentice Hall 10-7 Branding • A brand includes a name, symbol or other information. • A brand represents a promise or value proposition to its customers. • Brand equity is the intangible value of a brand, measured in dollars. • eBay, Yahoo! and Amazon rank among the top 100 brands in the U.S. • A great brand taps into popular culture and touches consumers

Brand RelationshipsExhibit10.4displays5levelsofbrandrelationship intensityHighestTell others about the brandintensityAdvocacyCommunicatewitheachotherCommunityCommunicatewithcompanyConnectionbetweenpurchasesDisplaythebrandproudlyIdentityIs on the list ofpossibilitiesAwareness00001007001010000111101000010010111010010C2006PrenticeHallnO

©2006 Prentice Hall 10-8 • Exhibit 10.4 displays 5 levels of brand relationship intensity. Brand Relationships Advocacy Community Connection Identity Awareness Tell others about the brand Communicate with each other Communicate with company between purchases Display the brand proudly Is on the list of possibilities Highest intensity

Branding Decisions for Web Products.Firms canuse existingbrandnamesorcreatenew brands on the InternetSomefirmsmayusedifferentnamesofflineandonline to avoid risk if the new product orchannelshouldfail·Sports lllustratedcreatedthriveonline.comWired Magazine changeditsonline versionnametoHotwired7007:070100111701000010010111010010C2006PrenticeHal

©2006 Prentice Hall 10-9 • Firms can use existing brand names or create new brands on the Internet. • Some firms may use different names offline and online to avoid risk if the new product or channel should fail. • Sports Illustrated created thriveonline.com. • Wired Magazine changed its online version name to Hotwired. Branding Decisions for Web Products

Creating New Brands for InternetMarketingGoodbrandnames should:·Suggest something about the product.·Differentiate the product from competitorsBecapableoflegalprotection·Be short,memorable,easyto spell andtranslatewell into other languages.Cobrandingoccurswhentwocompaniesputtheir brand names on a product.Yahoo!Visa shopping pagesEarthLink-Sprint70010701001117010000100101110100102006PrenticeHa

©2006 Prentice Hall 10-10 Creating New Brands for Internet Marketing • Good brand names should: • Suggest something about the product. • Differentiate the product from competitors. • Be capable of legal protection. • Be short, memorable, easy to spell and translate well into other languages. • Cobranding occurs when two companies put their brand names on a product: • Yahoo! Visa shopping pages • EarthLink-Sprint