对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 08 Product, Services and Branding Strategy

Principles of Marketing 8-1 Session 8 Product,Services and Branding Strategy Text:Chapter 8 篮對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－1 Principles of Marketing Product, Services and Branding Strategy Session 8 Text: Chapter 8

Outline 8-2 I.What is a Product II.Product and Service Decisions III.Branding Strategy IV.Services Marketing 雒對酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－2 Outline I. What is a Product II. Product and Service Decisions III. Branding Strategy IV. Services Marketing

8-3 1.What is a Product? 雒對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－3 I. What is a Product?

1-1.Levels of Product 8-4 >Augmented Product Delivery&Credit,Installation,After-Sale Service,Warranty Actual Product Packaging,Features,Styling,Quality,Brand Name Core Product Benefit or Service 计至（竹至多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－4 I-1. Levels of Product  Augmented Product Delivery& Credit, Installation, After-Sale Service, Warranty  Actual Product Packaging, Features, Styling, Quality, Brand Name  Core Product Benefit or Service

Case:Air China Augmented Product Hotel Restaurant 8-5 In-flight Services TIME- Frequent Safety Meals CRITICAL Flyer Tours record TRANSPORT Scheme Schedules Seat alloc, Booking System Holiday Packages Actual Product Core Product 多上岁 国际子儿功台于尔 15 and Economics

国际商学院 市场营销学系 8－5 Tours Frequent Flyer Scheme Hotel & Restaurant Holiday Packages Schedules Booking System Seat alloc. Safety record Meals Augmented Product Actual Product Case：Air China Core Product In-flight Services Time￾critical Transport

Discussion 8-6 1.What core benefit do you seek when you “buy'a high education service？ 2.Elaborate the actual product(second level)of this service. 3.In your view,what make up the augmented product? 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－6 Discussion 1. What core benefit do you seek when you “buy” a high education service ? 2. Elaborate the actual product (second level) of this service. 3. In your view, what make up the augmented product?

1-2.Product and Service Classification 8-7 Consumer Product >Industrial Product 對计至（竹宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－7 I-2. Product and Service Classification  Consumer Product  Industrial Product

(1)Consumer Product Classifications 8-8 Types of Consumer Products Convenience Goods >Unsought Goods Shopping Goods Specialty Goods 至（竹至多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－8 (1) Consumer Product Classifications Types of Consumer Products  Convenience Goods  Unsought Goods  Shopping Goods  Specialty Goods

(2)Industrial Product Classifications 8-9 Types Of Industrial Products Materials and Parts >Capital Items >Supplies and Services 對补至（竹置多大影 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－9 (2) Industrial Product Classifications Types Of Industrial Products  Materials and Parts  Capital Items  Supplies and Services

8-10 ll.Product and Service Decisions 對好酒价置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 8－10 II. Product and Service Decisions