《菲利普.科特勒－市场营销讲义（原版）23》由会员分享，可在线阅读，更多相关《菲利普.科特勒－市场营销讲义（原版）23（10页珍藏版）》请在金锄头文库上搜索。
1、 t to of of of of is a no to as as a romotewyProduct Characteristics Building & Managing the Product Mix & Product LinesJU wire Packaging & LabelingLonsumer-woods ULlasslfication Convenience ProductsBuy frequently & immediately Low priced Many purchase locations Includes:*Staple goods*Impulse goods“
2、Emergency goodsSpecialty ProductsSpecial purchase efforts Unique characteristics Brand identification Few purchase locations Shopping ProductsBuy less frequently Gather product information Fewer purchase locations Compare for:.Suitability & Quality* Price & Style Unsought ProductsNew innovations Pro
3、ducts consumers dontwantto think about.Require much advertising &personal selling Width - number ofdifferent product linesLength - total number Product Mix -of items allthe productwithin the lines lines offeredDepth - number ofversions of eachproductra miwiiEULE1 Two-way加上1 Line Modernization加LT ELS
4、TWE IS a ET 8 (brand as friend)(customer will change) Brand NameExisting外Product Category|LineExtensionNewBrandExtension Easy to:PronounceRecognizeRememberSuggest SuggestProduct ProductQualities Beneffits nr Le emaal ELMarketing ToolESeuSGTUISEEULTSIw3Company& brand image3 _ Opportunity forinnovation
