对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 10 Product and Product Development

Principles of Marketing 10-1 Session 10 Product and Product Development Text:Chapters 8,9 制卧经价蜀易大考 国际商学院市场营销学系

Principles of Marketing Principles of Marketing Product and Product Product and Product Development Development Session 10 Session 10 10 － 1 10 － 1 Text: Chapters 8, 9

Outline 10-2 I.Levels of Product II.Classification of Products III.Services Marketing IV.New Product Development V.Test Marketing 国际商学院市场营销学系

10－2 10－2 Outline I. Levels of Product I. Levels of Product II. Classification of Products II. Classification of Products III. Services Marketing III. Services Marketing IV. New Product Development IV. New Product Development V. Test Marketing V. Test Marketing

1I.Levels of Product 10-3 Augmented Product Delivery&Credit,Installation,After-Sale Service,Warranty Actual Product Packaging,Features,Styling,Quality,Brand Name >Core Product Benefit or Service 制卧价策易大考 国际商学院市场营销学系

I. Levels of Product ¾ Augmented Product Delivery& Credit, Installation, After-Sale Service, Warranty ¾ Actual Product Packaging, Features, Styling, Quality, Brand Name ¾ Core Product Benefit or Service 10 － 3 10 － 3

Product Levels:Qantas 10-4 Augmented Product The Qantas Club,Tours,Frequent Flyer Scheme, Holiday Packages Actual Product In-flight Services,Meals,Hertz booking,Seat alloc, Booking System,Schedules,Safety record Core Product Time-critical Transport 纤港衔贸易大孝 国际商学院市场营销学系

Product Levels: Qantas ¾ Augmented Product The Qantas Club, Tours, Frequent Flyer Scheme, Holiday Packages ¾ Actual Product In-flight Services, Meals, Hertz booking, Seat alloc, Booking System, Schedules, Safety record ¾ Core Product Time-critical Transport 10 － 4 10 － 4

Discussion 10-5 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 makes up the augmented product? 国际商学院市场营销学系

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 makes up the augmented product? 10－5 10－5

ll.Classification of Products 10-6 Consumer Product >Industrial Product 证谢纤奇贸多大考 国际商学院市场营销学系

II. Classification of Products ¾ Consumer Product ¾ Industrial Product 10 － 6 10 － 6

Consumer Product 10-7 Classifications Types of Consumer Products Convenience Goods >Unsought Goods Shopping Goods >Specialty Goods 国际商学院市场营销学系

Consumer Product Classifications Types of Consumer Products ¾ Convenience Goods ¾ Unsought Goods ¾ Shopping Goods ¾ Specialty Goods 10 － 7 10 － 7

10-8 Industrial Product Classifications Types Of Industrial Products Materials and Parts Capital Items >Supplies and Services 制计价蜀易大孝 国际商学院市场营销学系

Industrial Product Classifications Types Of Industrial Products ¾ Materials and Parts ¾ Capital Items ¾ Supplies and Services 10 － 8 10 － 8

10-9 Ill.Services Marketing What is a service? ● An act or performance offered by one party to another. (Performances are intangible,but may involve use of physical products.) An economic activity that does not result in ownership A process that creates benefits by facilitating a desired change in customers themselves,physical possessions or intangible assets -0 Christopher Lovelock 制卧价蜀易大考 国际商学院市场营销学系

III. Services Marketing z An act or performance offered by one party to another. (Performances are intangible, but may involve use of physical products.) z An economic activity that does not result in ownership z A process that creates benefits by facilitating a desired change in customers themselves, physical possessions or intangible assets -- Christopher Lovelock What is a service? 10 － 9 10 － 9

Some Industries 10-10 in the Service Sector Banking,stockbroking ●Health care ● Lodging Education ● Restaurants,bars, ●Wholesaling and catering retailing ● Insurance Laundries,drycleaning ● News and Repair and maintenance entertainment Professional ● Transportation(freight and passenger) (e.g.,law,architecture, consulting) 制卧经价蜀易大考 国际商学院市场营销学系

Some Industries in the Service Sector z Banking, stockbroking z Lodging z Restaurants, bars, catering z Insurance z News and entertainment z Transportation (freight and passenger) z Health care z Education z Wholesaling and retailing z Laundries, drycleaning z Repair and maintenance z Professional z (e.g., law, architecture, consulting) 10 －10 10 －10