复旦大学：《营销管理》PPT课件讲义_Managing Existing Products

Managing Existing Products Chapter 9

Managing Existing Products Chapter 9

Product Concepts n Define the term product n identify ways in which products may be classified n explain brand related terminology

Product Concepts: Define the term product identify ways in which products may be classified explain brand related terminology

Products can be

Products Can Be…

Marketers think about products in terms of benefits delivered

Marketers think about products in terms of benefits delivered

Beyond the basic Product Potential product Augmented Product Expected Product Basic (generic)product

Beyond the Basic Product Potential Product Augmented Product Expected Product Basic (Generic) Product

Classifying Products Conⅴ enience product Shopping product Specialty product Unsought Product

Classifying Products Convenience Product Shopping Product Specialty Product Unsought Product

MARKETING STRATEGY FOR CONVENIENCE PRODUCTS n make convenient- o distribution key o one brand is easily substituted for similar brand so use advertising

MARKETING STRATEGY FOR CONVENIENCE PRODUCTS make convenient-- distribution key one brand is easily substituted for similar brand so use advertising

Marketing Strategy for Shopping goods n Selective distribution o Can be placed in back of store o Stress brand differences in advertising and personal selling, packaging

Marketing Strategy for Shopping Goods Selective distribution Can be placed in back of store Stress brand differences in advertising and personal selling, packaging

Marketing Strategy for Specialty Goods n Advertising and sales personnel do not sway customer o Limit distribution of brand n Advertising and price must support brand image

Marketing Strategy for Specialty Goods Advertising and sales personnel do not sway customer Limit distribution of brand Advertising and price must support brand image

Marketing Strategy for Unsought Goods o Use aggressive personal selling n Use very persuasive advertising n Point of purchase advertising important o may have limited number of outlets

Marketing Strategy for Unsought Goods Use aggressive personal selling Use very persuasive advertising Point of purchase advertising important May have limited number of outlets