《科特勒营销管理23》由会员分享，可在线阅读，更多相关《科特勒营销管理23（15页珍藏版）》请在金锄头文库上搜索。
1、Chapter 13,Managing Product Lines, Brands, and Packaging,Objectives,Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling,Components of the Market Offering,Five Product Levels,Buy less frequentlyGather product informationFewer purchase locat
2、ionsCompare for:Suitability & Quality Price & Style,Special purchase effortsUnique characteristicsBrand identificationFew purchase locations,New innovationsProducts consumers dont want to think about. Require much advertising & personal selling,Buy frequently & immediatelyLow pricedMany purchase loc
3、ationsIncludes:Staple goodsImpulse goodsEmergency goods,Consumer-Goods Classification,Product Mix,Width - number of different product lines,Length - total number of items within the lines,Depth - number of versions of each product,Product-Line Length,Line Stretching Downmarket Upmarket Two-way Line
4、Filling Line Modernization Line Featuring & Line Pruning,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above average,Average,Low,Fairfield Inn (Vacationers),Courtyard (Salespeople),Marriott (Middle managers),Marriott Marquis (Top executives),What is
5、a Brand?,Brand Equity,No Brand Loyalty (customer will change),Satisfied Customer (no reason to change),Satisfied & Switching Cost,Values the Brand (brand as friend),Devoted to Brand,An Overview of Branding Decisions,Branding Decision,BrandNo brand,Brand- Sponsor Decision,Manu-facturerbrandDistribu-
6、tor(private)brandLicensedbrand,Brand- Name Decision,Individualbrandnames Blanketfamilyname Separatefamilynames Company-individualnames,Brand- Repositioning Decision,Reposi-tioningNoreposi-tioning,Brand- Strategy Decision,LineextensionBrandextensionMulti-brandsNewbrandsCobrands,Brand Strategies,Good Brand Names:,Why Package Crucial as a Marketing Tool,Self-service Consumer affluence Company & brand image Opportunity for innovation,Labels,
