《市场营销学》课程PPT教学课件（双语）Chapter 06 Product, Services and Branding Strategies

Chapter 6 Product.Services and Branding Strategies

Chapter 6 Product, Services and Branding Strategies

-What is a Product?

一．What is a Product?

1. What is a Product? A Product is anything that can be offered to a market for attention,acquisition,use,or consumption and that might satisfy a want or need. ·Includes: Physical Objects Services Events -Persons -Places -Organizations -Ideas Combinations of the above

1. What is a Product? • A Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. • Includes: – Physical Objects – Services – Events – Persons – Places – Organizations – Ideas – Combinations of the above

What is a Service? A Service is a form of product that consist of activities,benefits,or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. ·Examples include: -Banking Hotels Tax Preparation -Home Repair Services

What is a Service? • A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. • Examples include: – Banking – Hotels – Tax Preparation – Home Repair Services

Products,Services,and Experiences Tangible Good Service Pure With Hybrid With Pure Tangible Accompanying Offer Accompanying Service Good Services Minor Goods Auto With Airline Trip Soap Accompanying Restaurant With Doctor's Repair Accompanying Exam Services Snacks The Product-Service Continuum

Products, Services, and Experiences Pure Tangible Good Pure Service Soap Tangible Good With Accompanying Services Auto With Accompanying Repair Services Hybrid Offer Restaurant Service With Accompanying Minor Goods Airline Trip With Accompanying Snacks Doctor’s Exam

2.Levels of Product and services Augmented Product Installation Packaging Brand Features Name Core Delivery After- Benefit or Credit Sale Quality Service Service Level Design Warranty Actual Product Core Product

Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty After￾Sale Service Core Benefit or Service Actual Product Core Product Augmented Product 2. Levels of Product and services

3.Product and service Classifications Consumer products-products bought by final consumer for personal consumption. Convenience products Shopping products Specialty products Unsought products ● Industrial products-product bought by individuals and organizations for further processing or for use in conducting a business

3. Product and service Classifications • Consumer products-products bought by final consumer for personal consumption. – Convenience products – Shopping products – Specialty products – Unsought products • Industrial products-product bought by individuals and organizations for further processing or for use in conducting a business

Consumer Products Convenience Products Shopping Products >Buy frequently immediately > Buy less frequently >Low priced >Higher price >Mass advertising >Fewer purchase locations >Many purchase locations > Comparison shop i.e Candy,newspapers i.e Clothing,cars,appliances Specialty Products Unsought Products >Special purchase efforts >New innovations >High price >Products consumers don't >Unique characteristics want to think about these products >Brand identification >Require much advertising >Few purchase locations personal selling i.e Lamborghini,Rolex i.e Life insurance,blood donation

Unsought Products ➢ New innovations ➢ Products consumers don’t want to think about these products ➢ Require much advertising & personal selling i.e Life insurance, blood donation Consumer Products Specialty Products ➢ Special purchase efforts ➢ High price ➢ Unique characteristics ➢ Brand identification ➢ Few purchase locations i.e Lamborghini, Rolex Shopping Products ➢ Buy less frequently ➢ Higher price ➢ Fewer purchase locations ➢ Comparison shop i.e Clothing, cars, appliances Convenience Products ➢ Buy frequently & immediately ➢ Low priced ➢ Mass advertising ➢ Many purchase locations i.e Candy, newspapers

Industrial Products Materials and Parts Capital Items Supplies and Services

Supplies and Services Materials and Parts Capital Items Industrial Products

Product Classifications Other Marketable Entities Activities undertaken to create,maintain,or change the attitudes and behavior toward the following: 一 Organizations -Profit (businesses)and nonprofit (schools and churches). Persons -Politicians,entertainers,sports figures, doctors and lawyers. -Places -Business sites and tourism. -Ideas (social ideas marketing)-public health campaigns,environmental campaigns,and others such as family planning,or human rights

Product Classifications Other Marketable Entities • Activities undertaken to create, maintain, or change the attitudes and behavior toward the following: – Organizations - Profit (businesses) and nonprofit (schools and churches). – Persons – Politicians, entertainers, sports figures, doctors and lawyers. – Places - Business sites and tourism. – Ideas (social ideas marketing) – public health campaigns, environmental campaigns, and others such as family planning, or human rights. Place Marketing: Vacation spots are the subject of most place marketing Click or p ress space bar to re tu rn