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1、Product,Chapter 7,0,Learning Goals,Understand products and the major classifications of products and services Learn the decisions companies make regarding their products and services Understand branding strategy Identify the four characteristics that affect the marketing of a service Realize additio
2、nal product issues,1,Definitions定义,Product 产品 Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. 任何能够提供到市场供关注、获得、使用或消费，并可以满足需要或欲望的东西。,Goal 1: Understand products and their classifications,2,Products, Services, and Experiences 产品、服务和体验 Mark
3、et offerings may consist of a combination of goods and services Experiences are used to differentiate offerings,What is a Product?,3,product= tangible good +service 产品实体服务,4,服务营销,5,利益 效用,包装,商标,品牌,包装,运送,设计,保证,质量,核心产品 Core benefit,形式产品 Actual product,附加产品 Augmented product,Levels of Product and Servic
4、es 产品和服务的层次,安装,担保,售后 服务,6,课堂研讨,产品整体概念对指导企业营销管理有何启示？,7,整体产品对营销管理的意义,体现了以顾客为中心的现代营销观念。 为企业开发适合消费者需要的有形与无形产品、挖掘新的市场机会提供了新的思路。 给企业产品开发设计提供了新的方向。 为企业的产品差异化提供了新的线索。 整体产品概念要求企业重视各种售后服务。,8,Product and Service Classifications产品和服务的分类,Consumer products 消费品 Industrial products 工业品,Goal 1: Understand products a
5、nd their classifications,9,What is a Product?,Convenience 便利品 Shopping Specialty Unsought,Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producer,Types of Consumer Products,Goal 1: Understand products and their
6、classifications,10,What is a Product?,Convenience Shopping 选购品 Specialty Unsought,Less frequent purchases More shopping effort for comparisons. Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal selling,Types of Consumer Products,Goal 1: Understand
7、products and their classifications,11,What is a Product?,Convenience Shopping Specialty 特殊品 Unsought,Strong brand preference and loyalty, requires special purchase effort, little brand comparisons, and low price sensitivity High price Exclusive distribution Carefully targeted promotions,Types of Con
8、sumer Products,Goal 1: Understand products and their classifications,12,What is a Product?,Convenience Shopping Specialty Unsought 非渴求品,Little product awareness and knowledge (or if aware, sometimes negative interest) Pricing varies Distribution varies Aggressive advertising and personal selling by
9、producers and resellers,Types of Consumer Products,Goal 1: Understand products and their classifications,13,Industrial products 工业品 Materials and parts 材料和部件 Capital items 资本项目 Supplies and services 供应品和服务,Goal 1: Understand products and their classifications,What is a Product?,14,Organizations, per
10、sons, places, and ideas 组织、人物、地点和创意 Organizational marketing makes use of corporate image advertising Person marketing applies to political candidates, entertainment sports figures, and professionals Place marketing relates to tourism Social marketing promotes ideas,Goal 1: Understand products and t
11、heir classifications,What is a Product?,15,Marketers make product and services decisions at three levels: individual product decisions, product line decisions, and product mix decisions.,Product Decisions产品决策,16,Width,Depth,PG的产品组合,2020/8/7,17,17,Individual Product 单个产品决策 Product Line Product Mix,Pr
12、oduct attributes 产品属性 Branding 品牌 Packaging 包装 Labeling 标签 Product support services 产品支持服务,Key Decisions,Goal 2: Learn decisions companies make regarding products,18,Product line A group of products that are closely related because they may: function in a similar manner be sold to the same customer
13、groups, be marketed through the same types of outlets fall within given price ranges,Key Decisions,Individual Product Product Line 产品线 决策 Product Mix,Goal 2: Learn decisions companies make regarding products,19,Individual Product Product Line 产品线决策 Product Mix,Product line length 产品线长度 产品线上项目的数量 Lin
14、e stretching 产品线扩展 向下延伸 向上延伸 双向延伸 Filling 产品线填补,Key Decisions,Goal 2: Learn decisions companies make regarding products,20,Individual Product Product Line Product Mix 产品组合决策,Product mix Product assortment 产品集 Consists of all the product lines and items that a particular seller offers for sale 由一个销售者
15、提供或出售的所有产品线和产品项目组成,Key Decisions,Goal 2: Learn decisions companies make regarding products,21,Individual Product Product Line Product Mix 产品组合决策,Product mix width 产品组合宽度: Number of different product lines carried by company Product mix depth 产品组合深度: Number of different versions of each product in th
16、e line Product mix Consistency 产品组合黏度,Key Decisions,Goal 2: Learn decisions companies make regarding products,22,Product Life-Cycle Strategies,23,产品生命周期（Product life cycle，缩写为PLC）是指某产品从进入市场到被淘汰退出市场的全部运动过程，受需求与技术的生命周期的影响。,24,Product Life-Cycle,Introduction 导入,Growth 成长,Maturity 成熟,Decline 衰退,Time,Profits,Sales,Sales and profits,25,教学引例,请描述时尚产品的生命周期曲线及其特点？,26,PLC of Fads,时尚产品 来也匆匆 去也匆匆,27,Other styles of PLC,Styles 风格,Fashions
