复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter 8 Product policy

atrous ction E Chapter 8 Product policy Slides case Dowding the \ale Questions Back Readings

Chapter 8 Product policy Introdu￾ction Slides Case Questions Readings Back

Framework of Marketing Management Marketing Philosophy Marketing Strategy Marketing Research Environment Customer Market Competition Analysis Analysis Analysis Analysis Segmenting and Positioning Marketing Mix Product Price Place Promotion Policy Policy Policy Policy Competitive strategy c Marketing Management

2 Framework of Marketing Management Marketing Management Competitive strategy Marketing Mix Segmenting and Positioning Marketing Strategy Marketing Research Marketing Philosophy Pro moti on P Plac e Poli Pric e Poli Environment Analysis Customer Analysis Competition Analysis Market Analysis Product Policy Price Policy Place Policy Promotion Policy

Marketing House product rIcIng placing promotion Products MⅸX Positioning Branding Segmentation and Targeting Buyer's behavior

3 product pricing placing promotion Products Mix Positioning Branding Segmentation and Targeting Buyer’s behavior Marketing House

Introduction 中国彩电企业 的产品竞争 Swatch+ www.swatchcom CLICK RE

Introduction 中国彩电企业 的产品竞争

ontent 1.Product Strategies 2. Product Concept 3. Brand Strategy 4. Product Line Management 5. Product Life Cycle 6. New Product Development

1. Product Strategies 2. Product Concept 3. Brand Strategy 4. Product Line Management 5. Product Life Cycle 6. New Product Development

1. Product Strategies Static Dynamic Single Product Product Product Life Characteristics Cycle A Product New Products Mix Product Development

6 Static Dynamic Single Product All Products 1. Product Strategies Product Characteristics Product Life Cycle Product Mix New Product Development

2. Product Concept Product is anything that can be offered to a market to satisfy a want or need JANUARY

7 Product is anything that can be offered to a market to satisfy a want or need. 2. Product Concept

Five product levels Potential product Augmented product Expected product Basic product Core benefit

8 一般产品 期望产品 延伸产品 潜在产品 Five Product Levels Potential product Augmented product Expected product Basic product Core benefit

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 innovations Brand identification Products consumers don't Few purchase locations want to think about >Require much advertising personal selling

9 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

Consumer Selection in England TV Station More than 180 Channels Book 200,000 in general stores Car More than 1600 Styles Broadcasting Near 250 Channels Station Coffee 600 brands, 6000 ways of Mixes Sandwich About 50 varieties Shampoo More than 400 brands d Music More than 1000 in general disc stores

10 Consumer Selection in England TV Station Book Car Broadcasting Station Coffee Sandwich Music More than 180 Channels 200,000 in general stores More than 1600 Styles Near 250 Channels 600 brands,6000 ways of Mixes About 50 varieties More than 1000 in general disc stores Shampoo More than 400 brands