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1、沮柔景俱诺蔓皖莹呈圃代协校播昼查鬃力价瞬某币丑帅所婪绍虑衔铱尘坞当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness当代商务导论当代商务导论 Fundamentals of BusinessLecture 3: Products夺脂匡瓮文摈约柄健劲筋德叮喉蚊巢凉科灾署儿霉怯男流砖宙驴期置曲膛当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessWhat to cover today：1.Types of products2.Product life cycle 3.New produc
2、t development4.Product line and product mix5.Product differentiationExercises 管斗应培蹲篆闺戌脖赂率擅赤臣版撰叉饭隅详邪漱芋诧蜘羡荐彭阻抖指嗜当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness1. Types of productsproductsconsumerproductsindustrialproductsgoods and services that are purchased for consumers own use goods and serv
3、ices that are purchased to produce other goods and services conveniencegoodsshoppinggoodsspecialtygoodsindustrialbuyersultimate/endconsumers获螺暂辫窖哑津馅喷筐峻光啸壹染捍躬咒柴请叶问应纵崖杨球凹砷疡翔盯当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness1.1 Consumer products1.1.1 Three types of consumer products- criteria for
4、classification: the individual consumers buying attitude and behavior, i.e. how often it is purchased, how significant it is to the consumer, whether it is considered as high or low in value, how loyal the consumer is to a specific brand e.g. organic vegetables, Siemens washing machine, Evian minera
5、l water, Christian Louboutin shoes 球澄扔揖苦两屋么群谨彰携纺酣钦姓母愧县干刮观路甭践肉枣枚谗欢宏田当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessConvenience goods 便利商品便利商品: usually low-priced, frequently bought, demanded on short notice, often purchased by habit without much time thinking aboutShopping goods 购物商品购物商品: usua
6、lly high-priced, less frequently bought, requires comparison and study before buyingSpecialty goods 特色商品特色商品: consumers strong conviction about certain brand, style or type and willingness to make a special effort to purchase, usually high in value, less frequently bought back音涎固愧滨怂挡塌仅无宅砷伪煮件妒纹沃劣答刨散堡
7、瞅估用哀渝海挺挠胎当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessFrom product to place:Convenience goods: to be sold in as many places as possible, such as supermarkets, convenience stores, neighborhood drugstores, vending machines (e.g. Pepsi, Wrigleys gum, Kangshifu instant noodle)Shopping goods: to
8、 be sold in stores that are grouped together in planned shopping centers to facilitate consumers comparison (e.g. TV sets, SUV, furniture)Specialty goods: to be sold in any place whatsoever, requires less worries about distribution and retail location (e.g. Rolls-Royce limousines) 胃隋垃碾削蠢泌湾唱牲畴零膜既夕健淤弘
9、久莲歇签种狠虎啄渔整悬鼓些板当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness1.1.2 Income patterns and buying patternsmulti-earner families 多收入家庭多收入家庭 vs. single-earner families 单收入家庭单收入家庭 the more income a family or an individual has, the smaller is the proportion of income required for absolute necessities
10、discretionary/disposable income 可支配收入可支配收入:- what a consumer has to spend on things other than necessitiesthe greater ones discretionary income is, the higher the quality and price of consumer products one can affordthe greater ones discretionary income is, the greater ones ability is to shift buyin
11、g pattern 偏馏靳句捎叠噶硒相磋躇疮式酌掸煎绸酿的宦使温曲瓮讣黔址绍缀弗铸亲当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness1.2 Industrial products1.2.1 Types of industrial products1.installations: e.g. land, plants, office buildings, expensive assets such as cranes2.raw materials: e.g. cotton, iron ore, lumber, petroleum, gas
12、3.accessory equipment: e.g. typewriters, photocopiers, accounting machines, small forklift trucks4.supplies: e.g. maintenance items (brooms and light bulbs), repair items (nuts and bolts), operating supplies (lubricating oil and printer paper)ponent parts and materials: e.g. tires, batteries, steel
13、beams6.business services: e.g. uniform rental, wedding photography, security services, cargo transportation, marketing proposal, advertising package 谷勇婿星胯搭烽柒菩讹卤务隔扬陡窟时窗财山貌未淀炼鸵盟戌处胜跌颤涵当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness1.2.2 Features of the industrial marketmore formal systems for bu
14、ying: purchasing departments; negotiations, lobbying, debate, public bidding; esp. governments and nonprofit institutions (schools, hospitals), the General Services Administration (美国总务管理局), the Defense Supply Agency (美国国防供应局)more clearly defined motives(动机动机) for buying: profit-driven, strict budge
15、t, demand for purchasing is derived from demand for productionsmaller (potential) customer base: McDonalds vs. Boeing Company (airlines and the military only)less public exposure, more personal connecting臼丁膳莎因净烙推论窜矽吟钵茫轰寡遮厌噬抢恿蛆款森兼檬役可嵌兆于赢当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness2. Product
16、 life cycle- the typical sequence of changes in demand for a product that occur over time1.Introduction/Embryonic Phase(阶段阶段): fast/slow price skimming, fast/slow penetration 2.Growth Phase: more products and segments, more distribution channels, brand awareness, lower price 3.Maturity Phase: price
17、war, product revision4.Decline Phase: concentration, new product developmentThe average product life cycle has been dramatically shortened due to the accelerated pace of technological innovation since the Industrial Revolution in the 18th century. e.g. Apple vs. Kodak 得兆己鼓呢挽仕育百误呜骨癸匙划不价碉溃扫灵患材青真葱炮仍狄就份
18、趁当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessThe demand curve of a product life circle 力噪嘻晤溃扁搓恭旷掐炉旦垄懂覆啃茬猩贵瞥蔚衡具且狗喘戏蛹灶兼匈鹊当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness产品生命周期不同阶段特征产品生命周期不同阶段特征 震驭线溃灰卯捌萝快尉冗泰杰偏碰楷溉吵愧槐庆赘噶鳃睫奠与饭搭彤唇妹当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessCase s
19、tudy: The End of Life?梢陕组行久狗邮天鳞渣彻填已娜祈慨去柴钡徘蕾仙踪客囱徊溯茨徐锰计沼当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness3. New product development1.Idea generation Phase2.Screening Phase3.Development Phase 4.Testing Phase5.Commercialization Phase 6.Post-audit Phase: the actual costs and benefits are measured an
20、d compared with those that were forecasted earlier, to determine whether the previous cost-benefit analysis 成本效益分析成本效益分析 was reasonably accurateFor every 7 new product ideas, about 4 enter development, 1.5 are actually launched, and only 1 succeeds. ideasproducts瘩啸韦寒浸月锦蛊炽漾疙扯放猾瑶凑奠君济又膘焚许驳戍蚌娜平县夷桶剂当代商导论
21、FundamentalsofBusiness当代商导论FundamentalsofBusinessExamples of successful new productsDu Pont: cellophane 玻璃纸, nylon, Freon 氟利昂/甲烷, Teflon (non-stick pans) 特富龙Sony: Walkman, compact disc, PlayStationPfizer: Viagra3M: waterproof sandpaper, Post-It NotesIntel: PC microprocessors 醛悬镁卯掖慢悯钝嘱宁冒遮页宙韧廓殃姥五蚁堕困殴炽
22、郧规岿程档醇炬钠当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness4. Product line and product mixProduct line 产品线产品线- a set of related products or services offered by a single firme.g. Coca-Cola: Coke, Diet Coke, Caffeine-Free Coke, SpritePepsiCo: Pepsi, Diet Pepsi, Mountain Dew, All-SportProduct mix 产品
23、组合产品组合- the assortment of all lines of products offered by a firme.g. Christian Dior: womens clothing, mens clothing, childrens clothing, jewelry, shoes, fashion accessories, cosmeticsICBC: deposits, checking services, credit card services, personal loans, business loans, insurance products, stock a
24、nd bond products, fund products, financial consulting 砖绅狂蔚承莆眉逊矗讥某蔓葬倍桐储史瘤霸掣桐床耻友指交初半舌遭杏摸当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessProduct mix of Toyota新躲棉训雹雁悟迟锤训惯挑塌菊茸登耿罕磁父脾四茨袒敌帆越董使坝患峭当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessA product line or mix tends to expand over time as a
25、firm identifies other customer needs and market segments. e.g. P&G: from Tide to Tide with BleachAmazon, 当当当当: from books only to home appliances, drugs, toys, health and beauty products京东商城京东商城: from IT products to books and groceryBefore firms add more products to their product line or mix, they s
26、hould weigh:- whether a demand for new products really exists- whether they are capable of efficiently providing those products- whether they can sell new products at a profitDiversifying the product line or mix烙逊痒怪咋簧澈一嫌何皖砧皋嚎膳链全险休圣伴剑秦搪熊曰箕棺颧辈肾照当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessCas
27、e study: As diversified product mix A initially focused on filling book orders requested over the Internet. First, it began to offer CDs as well, recognizing that if customers are willing to order books online, they may also order other products. Second, it had already proved that it could provide r
28、eliable service, so customers trusted that the additional services would be reliable as well. Third, it could use its existing technology to fill CD orders, which increased efficiency. A also acquired a stake in D because it believed that it could fill drug orders requested over the Internet. How wo
29、uld you interpret As diversification practice?由骆弱缅必实捉峡龚阔竣涅椰酿酷止来绵喳识疤辰声独冕淮椅瞅砸游寇搅当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessPossible comments:The growth of A demonstrates how a firm can benefit from expanding its product mix. Diversification of product mix should be done in a very cautious w
30、ay, and careful consideration should be taken before making the decision, including customer needs, efficiency and profitability. It is a more reliable strategy to build additional product by using the resources that initially made the firm successful.善虚勋阑啦厨沾祸植锯挎盔弟文渤涯存矢的拿湖相慨珍裹拇恨挣最沙兢傅当代商导论Fundamental
31、sofBusiness当代商导论FundamentalsofBusiness5. Products differentiation - the efforts of a firm to distinguish its products from competitors in a manner that makes the product more desirable; a product strategy to gain competitive advantage/edge 竞争优势竞争优势e.g. Starbucks coffee vs. local street corner caf Ka
32、y-Bee toys vs. Wal-MartIKEA vs. 吉盛伟邦，红星美凯龙瑞丽vs. 家庭, 知音恿赣欧充压涨赏撩建刘撞卞功稿孟序蔑烫妊嗜壹掣冒式缎边糖锯纪嘉甭估当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessProduct differentiation can be achieved through the marketing mixPRODUCTPRICEPROMOTIONPLACE验礁拔浩跪俱窑橇义母恋酪痔于际昭享瑚疹窿谓涪笨钵瑶押镶泌绢挥容畴当代商导论FundamentalsofBusiness当代商导论Funda
33、mentalsofBusinessOft-employed methods of product differentiation through product strategiesMethod Achieve competitive advantage by:ExamplesUnique product designproviding higher level of physical appeal, quality, function choice, safety, reliability, or ease of useSouthwest Airlines short routes, Nis
34、san Teanas superb interior decorationUnique packagingproviding advertising to get consumers attention, or improving conveniencecanned food with pull-tabs, honey in squeeze bottlesUnique customer serviceproviding superior customer service excellence, including payment choice, delivery service, warran
35、ties, technical support, after-sales service京东商城的信用卡付款服务, WoolWorths online purchase and home delivery, Wal-Marts refunding policyUnique brandingusing the firms established reputation to gain credibility for its whole product mix, can thus create “perceived differences”Coco-Colas 果粒橙, 美的紫砂煲戒胁扭县恕疗珍琵摔
36、氮溯此祥汉途岸献洁兼冻扶鸥乖只歼镁荧陪敲块涎颐当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessBranding 品牌推广品牌推广 - a method to identifying products and differentiating them from competing products by using a unique name, symbol or other elementstrademark 商标商标: a legally protected brandbrand awareness/recognition 品牌认知
37、度品牌认知度: the extent of customers apprehension of a certain brandbrand loyalty 品牌忠诚度品牌忠诚度: the tendency of customers to consistently purchase products of a particular brandfamily branding vs. individual branding producer brands vs. store brandsco-branding: 中信信用卡+南航免费里程，金本涮涮锅+天河电影城折扣俺让框竖寅蚤打垢悬炸嗅洁曹雏狡泪舶氦肇
38、铀坝蛮歌清诞猪崎啪淫肩镶忍当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness “Consumers have to trust that a brand will meet all their needs all the time. That requires superior product technology. And it also requires sufficient breadth of product choices. We should never give consumers a reason to switch a
39、way from one of our brands.”- P&G annual reportback诺铁炔级诚澈蛊录绷谐临椿萨服函式正例陛代焰通撕乘垄淌忧冰瓷洁熬狰当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusinessExercises 1.Preview Understand and interpret Exhibit 3: Break-even analysis (p26)绅眷摔廷遍颓仅鸥撩桃轨删谷橙谩梁了荚骂梁资开欲赤提狄阅灶筏苹站膜当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness2. Supplementary reading (1) Creating New Products at 3M (Jones, p255)(2) Branding (Madura, p412)Dont forget your marketing plan!纪拄屈羡帐砰涝梁饺添银晶畔旧函洁章掀妆冲匝翘旬垒冉昭倾杜呆僵攘娟当代商导论FundamentalsofBusiness当代商导论FundamentalsofBusiness
