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1、MARKETING MANAGEMENT IN CHINAMARKETING MANAGEMENT IN CHINA Philip Kotler Philip Kotler Kevin Lane Keller Kevin Lane Keller Lu TaihongLu Taihong Setting Product StrategySetting Product Strategy Part IV:Part IV: Offering ValuesOffering Values Chapter Chapter 1010 Copyright 2009 Pearson Education, Inc.
2、 Publishing as Prentice Hall10-2 Chapter 10 Questions 1. What are the characteristics of products, and how can they be classified? 2. How can a company build and manage its product mix and product lines? 3. How can companies use packaging, labeling, warranties, and guarantees as marketing tools? 4.
3、What are the main stages in developing and managing new products? What is the best way to manage the new- product development process? 5. What marketing strategies are appropriate at each stage of the product life cycle? Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-3 Contents
4、 of Chapter 10 Product Characteristics and Classifications Product Relationships Packaging, Labeling, Warranties, and Guarantees Managing New Products Marketing Strategies Through the Product Life Cycle Benz Innovative Marketing: DISNEY Marketing in China: Vimicro Innovative Marketing: Sony Marketin
5、g in China: Develop Products Suitable for Chinas Market Chapter Case: TOYOTA Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-4 What is a Product? A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, eve
6、nts, persons, places, properties, organizations, information, and ideas. Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-5 Five Product Levels Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-6 Product Classification Schemes Durability Use Tangibility Copyrig
7、ht 2009 Pearson Education, Inc. Publishing as Prentice Hall10-7 Consumer Goods Classification Convenience Unsought Shopping Specialty Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-8 Industrial Goods Classification Materials and parts Supplies/ business services Capital items C
8、opyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-9 The Product Hierarchy Need family Product family Product class Product line Product type Item Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-10 Product Line Analysis Convenience items Core productStaples Spec
9、ialties Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-11 Line Stretching Down-Market Stretch Down-Market Stretch Up-Market Stretch Up-Market Stretch Two-Way Stretch Two-Way Stretch Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-12 What is the Fifth P? Pac
10、kaging, sometimes called the 5thP, is all the activities of designing and producing the container for a product. Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-13 Packaging Objectives Identify the brand Convey descriptive and persuasive information Facilitate product transporta
11、tion and protection Assist at-home storage Aid product consumption Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-14 Categories of New Products New-to-the-world Cost reductions New product lines Additions Improvements Repositionings Copyright 2009 Pearson Education, Inc. Publis
12、hing as Prentice Hall10-15 Factors That Limit New-Product Development Shortage of ideas Fragmented markets Social and governmental constraints Cost of development Capital shortages Faster required development time Shorter product life cycles Copyright 2009 Pearson Education, Inc. Publishing as Prent
13、ice Hall10-16 Finding One Successful New Product Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-17 The New-Product Development Decision Process Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-18 Idea Generation: Creativity Techniques Attribute listing Force
14、d relationships Morphological analysis Reverse assumption analysis New contexts Mind mapping Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-19 Lateral Mapping Gas stations + food Cafeteria + Internet Cereal + snacking Candy + toy Audio + portable Copyright 2009 Pearson Educatio
15、n, Inc. Publishing as Prentice Hall10-20 Product-Idea Rating Device Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-21 Concepts in Concept Development Product idea Product concept Category concept Brand concept Concept testing Copyright 2009 Pearson Education, Inc. Publishing as
16、 Prentice Hall10-22 Concept Testing Communicability and believability Need level Gap level Perceived value Purchase intention User targets, purchase occasions, and purchasing frequency Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall10-23 Marketing Strategy Target markets size, structure, and behavior Planned price, distribution, and promotion for Year 1 Long-run sales and profit goals
