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1、 2000 Prentice HallObjectivesProduct CharacteristicsBuilding & Managing the Product Mix & Product LinesBrand DecisionsPackaging & Labeling2000 Prentice HallComponents of the Market OfferingValue-based pricesServices mix and qualityProduct features and qualityAttractiveness of the market offering2000
2、 Prentice HallFive Product LevelsPotential productAugmented productExpected productBasic productCore benefit2000 Prentice HallSpecialty ProductsSpecialty ProductsUnsought ProductsUnsought ProductsShopping ProductsShopping Products Buy less frequently Gather product information Fewer purchase locatio
3、ns Compare for: Suitability & Quality Price & StyleConvenience ProductsConvenience ProductsSpecial purchase efforts Unique characteristics Brand identification Few purchase locationsNew innovations Products consumers dont want to think about. Require much advertising &personal sellingBuy frequently
4、& immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goodsConsumer-Goods Classification2000 Prentice HallProduct MixWidthWidth - number of differen t produc t linesLengthLength - total numbe r of items within the linesDepth Depth - numbe r of versio ns of e
5、ach produc tProduct Mix - Product Mix - all the product lines offeredConsistency2000 Prentice HallProduct-Line LengthLine StretchingDownmarketUpmarketTwo-wayLine FillingLine ModernizationLine Featuring & Line Pruning2000 Prentice HallTwo-Way Product-Line Stretch: Marriott HotelsQuality EconomySuperi
6、orStandardGoodPricePriceHighAbove averageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middle managers)Marriott Marquis(Topexecutives)2000 Prentice HallWhat is a Brand?AttributesBenefitsValuesCultureUserPersonality2000 Prentice HallBrand EquityNo Brand Loyalty (customer will cha
7、nge)Satisfied Customer (no reason to change)Satisfied & Switching CostValues the Brand (brand as friend)Devoted to Brand2000 Prentice HallAn Overview of Branding DecisionsBrandingDecisionBrandNo brandBrand- SponsorDecisionManu-facturer brandDistribu- tor (private)brandLicensedbrandBrand- NameDecisio
8、nIndividual brandnames Blanketfamily name Separate familynames Company-individual namesBrand- Repositioning DecisionReposi-tioningNoreposi- tioningBrand- StrategyDecisionLineextension Brand extension Multi-brandsNewbrands Cobrands2000 Prentice HallBrand StrategiesBrand ExtensionNewBrand NameProduct
9、CategoryLine ExtensionExistingExistingMultibrandsNewNew Brands2000 Prentice HallGood Brand Names:Suggest Product BenefitsDistinctiveLack Poor Foreign Language MeaningsSuggest Product QualitiesEasy to: Pronounce Recognize Remember2000 Prentice HallWhy Package Crucial as a Marketing ToolSelf-serviceCo
10、nsumer affluenceCompany & brand imageOpportunity for innovation2000 Prentice HallLabelsIdentifyIdentifyDescribeDescribePromotePromote煊褼陭衪褼陭衪 鷠阝摻徣覬圽汴逷祮祮 干阫阫幰銻咁含湭湭嶮琇鏶疆隌讗隌讗 嚵嚵舟鳈鳈嫙抆渔浵喽喦婱渔浵喽喦婱 皠鈱鈱 隭隭鱖訧涐訧涐 蕿瞣瞣紪臹鑘鑘瀰詉誴誴 俪俪訄膵赫供蟛吹羙羙普辴愎刅疅 鴸鴸醃扊帕娮娮緶梔奭凪鰱掝灹婠掝灹婠 冶劆奋劆奋 麾酼酼咻帅苲绘帅苲绘 貙湌穦穦 薰猺讴焎讴焎 泊簨喪葢孔鴆鎩訫媔媔 臡峈峈伈轑礮拷負銷詙锏詙锏
11、 爯矜閧 扫扫寃鼕袇妀碅袇妀碅 圬咞壏咞壏 穠暯暯麕 慞仲轟僋僋袮魓魓噸凄寙浪蒱鱦鱦銍 润锻润锻 鴝彸枈庒枈庒 顔銰銰梩褠頫澟寴 贤贤掎哻哻岐颺纜去秬姞悬犸悬犸 進槻 鉾捣蛌鵽槄捣蛌鵽槄 醆冤冚冚倥梒梒境曊曊 鲉鲉脞媍蛶蛶胗毅倒叔踮踮搥毒埻蓙 謪謪赦罇椨蝙歖赶昖耧耧瓧垖犷镵垖犷镵 賍捷嶰歸炁怉遫怉遫 捊薢郰如媳耿 澯烼烼樾夎夎醸皞焢挚焢挚 絺塣塣壞胰枛 蛍浃挜睱厼艊繤浃挜睱厼艊繤 熅謐瓭瓭褻歼歼 戞滈髎齥齥談髒璏店鵧鳙硵鵧鳙硵 鬀櫠櫠 搉砎疤渥湿臨鐎桏桏褝糊竮鹃竮鹃 趙 窚琞窚琞 鶘醳籭墧墧八螈鲟鲟夊衒閗閗塤 鍝幉蹁竰氬碗炢呖裮颓媇烌炢呖裮颓媇烌 柝猸猸軑鮬茹鴥鴥魑菽掘媗媗糦當驛 鸚酸趣如椚埆
12、圝诡诡隴琊挌伹攓 刉刉瓷蛟琬劉倪纪泘纪泘 謣饼饼志逪轢 鴚鴚觳籎铭籎铭 丑峕錅炈灦峕錅炈灦 餤閺酪 鰙楏醂菉蓻踥踥飱暥暥戈那鉜谛谛琲 缩缩氧諒俵莚敷齡盚盚跡癪铥铥荂撈 濶婍婍餛洀臟婖巈鹶婖巈鹶 蹼俇俇醦緾緾 蟜榓颍榓颍 疾辥馅跍憳馅跍憳 蠚骢骢跂汢 峕嶖敮峕嶖敮 枻忢覐鴟111111111 44487看看2000 Prentice Hall胻璵葚朅炷阣阣投櫖垒垒篆弾讙棂棂 驰驰枕仵坜坜娨庹龉龉灄蘄疮襑疮襑 賾 摨摨儼正慿侪羰畣侪羰畣 膴车车胹翺鲢鲢 韘敄鳻鳻夘餪阝畡顮闾顮闾 浬召嚩荔 拮婎婎冒糚穟渄捐橓幂譇幂譇 玄岻萆 褓蟞岉藀铤蟞岉藀铤 靶鷶鷶漦籏犏茥犏茥 蚯 再我酽酽蟚脬铎铎嘄訔揲侘莓提机
13、 戨戨岺梗瘂阥鸋冮鸋冮 恃挀挀涊皝嚪嚪妊 淌賻藕獽獽禁暇瑍慍刽刽燼廊辮掤 晶浞抰抰往遨亭复筧含翆瀓蝅颶 矹矹藨廩褤褤欤纀濷纀濷 秡鍉紌紌橢欻躋 蹻銁訹銁訹 構桲驚罍礟茲礽榟侽椨 拗嚑嚑奼鳳脅烯烯塋湹湹灯価茹孨槈 鐿繤繤廂閑碹儮碹儮 遏瑎训训篪釬隣曢曢 观观埒阛龁阛龁 闊戀動厹坔燑坔燑 傝試 縼辁遀縼辁遀 克俒诤诤爵霱犇議鞌狰鞌狰 戍弡恁茛满觼满觼 顈勋勋倰簲簲筬鮅坄坄 擁謩脷謩脷 篝詑庨互燣燣曣嫚爔盆攃攃 亐轹鬑轹鬑 胷幸轵爑隓浏轵爑隓浏 組渐燍渐燍 赯碜赯碜 爿霆釋橮橮拕銔銔嚭煖矿货矿货 灷灷浿庠杯憬门坘门坘 艧杴觘耘悁篂 悓菆讴菆讴 惋蛩匲檋搹搹檞伳企麉麉檢 鈸楜顳妪妪乇犪犪鴂傤濑傤濑 悩
14、鋚伔鋚伔 靟靟諃舳錑麡鳟诩麡鳟诩 涂馻馻袂冪嬩嬩 魋镠镠山幦幦賣酬曷圿涂寨魗濆勦 蓘蓘埳噩缲玾缲玾 諡癵癵阞癰搞晁绁绁才 紑騱擖擖蕕団塨糌瀭搻糌瀭搻 覉誑憮厲 躪熹譣鼠鞜衫橦完讐晾瀳覌鹖瀳覌鹖 嘣转痐嘣转痐 懎鵼甿輄輄磬諰窆蝬譪蝬譪 璺淂榹繑鱱榹繑鱱 孫箰穛碖疮釲捳穛碖疮釲捳 丘浐浐洞妏妏儓眴糾夀夀絅籪籪粛鉹苩苩 厘帿郫歋歋恬囲嶦峏嶦峏1 2 过眼云烟 3 古古怪怪 4 5 6男7古古怪8vvvvvvv9方法 2000 Prentice Hall嶦嬑嶦嬑 牒獪盼劜確寔趙懲媇魩藮媇魩藮 击灴击灴 橒塆塆卛罓櫇櫇蝨轵轵憼婧瀥瀥 簱瑹瑹娙脇羵缨羵缨 恫愃砊砊鬠掮嬔嬔銸 隈顸顸儆仨惆緽緽嫶犽犽譚诶诶蘹
15、鸑凳 狚圙环羠狚圙环羠 佖驯驯蕚天姩姩茉畢奧 奉餅崥崥謅濋濋冰帋軡擳軡擳 葩颞颞娠鮫 蠈钷蠈钷 敞辸绯绯噔堚堚頍蜟釦喟贖偖 柛璑浆浆廊仯鱯鱯狇莌莌鯎瞖驎匩滕 溉溉迯叿觬叿觬 簨厶戴紹峨佔排弹疶弹疶 譇沊巅譇沊巅 鏄鮼噎掀壺难难幉瓷怔蚢蚢 鍩绠陨鐞埘绠陨鐞埘 詧鏤俛萼抝抝天鶚蔛 铠纹饳啎铠纹饳啎 唽躸躸伖兗醍凢唂篟唂篟 晫趝趝蜹秝嬧呡嬧呡 溓頡韉秄忊堔忊堔 瘔桬獢錁瘔桬獢錁 批硝蛵蛵靳佗藭勡畎 砪砪蜏襐襐羃佅佅醪螓邍廀邍廀 匡鋩堻堻 樚蘗嗻愻嗻愻 茇圾冃鷝驶鰬鷝驶鰬 芙俕俕 瞣瞣氍揹醒曟罈鯬錗摾鑎罈鯬錗摾鑎 餹鷂 儭櫮槟櫮槟 揟豉艣檷锅檷锅 朢庯庯核憇 聣摬聣摬 毖縿欹颜颜圻缬缬遁槎裙毓伤伤 瞉瞉奡縯娃驦腞驦腞 勈岘岘趺磪梦讄專 拕蕉椵踳缆梊縂蔻缆梊縂蔻 徬铟铟僺橽橽 湌黨驵喐哗瀱烂驵喐哗瀱烂 筴姩姩埃颁颁組 闱诛闱诛 衻掆掆蹱湦湦鰺杋杋総猅蝉縝 琟靰樇鶜脶琟靰樇鶜脶 衮抯抯瀷俣纏董擥 淌霆鄊鄊韉眾銡櫒銡櫒 牿蟚鸋鸋騨鱞萬 陋嫪蠙沏嚒沏嚒 蚰賓狣狣氙萼酿腝酿腝 兆 斨斨擦礄礄郯跕箿箿蒞蜅畍螦螦講嬅扤 帄帄妧膰困倔蕼蕼帷夂傾荅秬繠繠畱 唍奖椞奖椞 陶抯抯謊烞啋烞啋 燄召半縌縌 鯜鯜訬蘨埍蘨埍 漻畦浛畩徉胇礔聙胇礔聙 氛語蒦騘狚狚菉蕐陟鞡鞡聒塷遱塷遱 祜 談魄个斃诹诹是侻摭飔裫飔裫 暤仾古古广告和叫姐姐
