重庆工商大学：《市场营销》（双语版）PPT课件 8-1 Anything that can be offered to a market

什么是产品? 8-1 Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need Includes: Physical Products Services -Persons Places -Organizations -deas Combinations of the above 商务策划学院2002

商务策划学院 2002 什么是产品 8-1 ? • Anything that can be offered to a market for attention, acquisition, use or consumption. • Satisfies a want or a need. • Includes: –Physical Products –Services –Persons –Places –Organizations –Ideas –Combinations of the above

品整体概念 8-2 Augmented Product Installation Packaging Brand Features Name Core After. Delivery Benefit Credit or Sale Service Quality Service Design Level Warranty Actual Core Product Product 商务策划学院2002

商务策划学院 2002 产品整体概念 8-2 Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty After￾Sale Service Core Benefit or Service Actual Product Core Product Augmented Product

产品层次 8-3 Product Attributes Branding Packaging Labeling Product Support Services 商务策划学院2002

商务策划学院 2002 产品层次 8-3 Product Attributes Branding Packaging Labeling Product Support Services

产品特性决策 8-4 Quality Features Design 商务策划学院2002

商务策划学院 2002 产品特性决策 8-4 Quality Features Design

品牌 8-5 Consistency Quality value Attributes Advantages Identification of Brand Names Association Brand Equity Loyalty Credibility Awareness 商务策划学院2002

商务策划学院 2002 品牌 8-5 Advantages of Brand Names Brand Equity Loyalty Attributes Consistency Quality & Value Identification Credibility Awareness Association

品牌决策 8-6 Brand Name Selection Selection rotection Brand sponsor Manufacturer's Brand Private Brand Licensed Brand Co-branding Brand Strategy Line extensions Brand Extensions Multibrands New Brands 商务策划学院2002

商务策划学院 2002 8-6 Brand Strategy Line Extensions Brand Extensions Multibrands New Brands Brand Sponsor Manufacturer’s Brand Private Brand Licensed Brand Co-branding Brand Name Selection Selection Protection 品牌决策

品牌战略决策 8-7 Product Category Existing New oz四 Existing Line Brand Extension Extension New New Multibrands Brands 商务策划学院2002

商务策划学院 2002 品牌战略决策 8-7 Line Extension Multibrands Brand Extension New Brands Brand Name Existing New Product Category Existing New

品牌线略 8-8 Line Extension Existing brand names extended to new forms, sizes, and flavors of an existing product category. Brand extension Existing brand names extended to new product categories Multibrands New brand names introduced in the same product category New brands New brand names in new product categories 商务策划学院2002

商务策划学院 2002 品牌战略 8-8 • Line Extension –Existing brand names extended to new forms, sizes, and flavors of an existing product category. • Brand Extension –Existing brand names extended to new product categories. • Multibrands –New brand names introduced in the same product category. • New Brands –New brand names in new product categories

包装 8-9 Competitive Advantages Sales Product Tasks Packaging safety Identifies Labeling Promotes Describes 商务策划学院2002

商务策划学院 2002 包装 8-9 Identifies Promotes Competitive Advantages Describes Sales Tasks Product Packaging Safety Labeling

立品组合决策 8-10 Width - number of different product lines ength-total Product mix number of items within the lines all the product lines offered Depth-number of versions of each product 商务策划学院2002

商务策划学院 2002 8-10 Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered 产品组合决策Consistency