市场营销学双语课件6（PPT 13）--什么是产品.pptx

8-1什么是产品什么是产品?Anything that can be offered to a market for attention,acquisition,use or consumption.Satisfies a want or a need.Includes:Physical ProductsServicesPersonsPlacesOrganizationsIdeasCombinations of the above8-2产品整体概念产品整体概念BrandNameQualityLevelPackagingDesignFeaturesDelivery&CreditInstallationWarrantyAfter-SaleServiceCoreBenefitorServiceActualProductCoreProductAugmentedProduct8-3产品层次产品层次Product AttributesBrandingPackagingLabelingProduct Support Services8-4产品特性决策产品特性决策QualityFeaturesDesign8-5品牌品牌AdvantagesofBrand NamesBrandEquityLoyaltyAttributesQuality&ValueConsistencyIdentificationAwarenessCredibilityAssociation8-6Brand StrategyLine ExtensionsBrand ExtensionsMultibrandsNew BrandsBrand SponsorManufacturers BrandPrivate BrandLicensed BrandCo-brandingBrand Name SelectionSelectionProtection品牌决策品牌决策 8-7品牌战略决策品牌战略决策LineExtensionMultibrandsBrandExtensionNewBrandsBrand NameExistingNewProduct CategoryExistingNew8-8品牌战略品牌战略Line ExtensionExisting brand names extended to new forms,sizes,and flavors of an existing product category.Brand ExtensionExisting brand names extended to new product categories.MultibrandsNew brand names introduced in the same product category.New BrandsNew brand names in new product categories.8-9包装包装PromotesIdentifiesCompetitive AdvantagesDescribesSalesTasksProduct SafetyPackagingLabeling8-10WidthWidth-number of different product linesLengthLength-total number of itemswithin the linesDepth Depth-number of versions of each productProduct Mix-Product Mix-all the product lines offered产品组合决策产品组合决策Consistency8-11IntangibilityInseparabilityVariabilityPerishabilityCant be seen,tasted,felt,heard,or smelled before purchase.Cant be separated from service providers.Quality depends on who provides them and when,where and how.Cant be stored for later sale or use.服务的特性服务的特性8-12Satisfied and Productive ServiceEmployeesGreater ServiceValueInternal Service QualityHealth ServiceProfits and GrowthSatisfied and LoyalCustomers服务质量链服务质量链8-13服务性企业的营销战略服务性企业的营销战略Managing Service DifferentiationDevelop offer,delivery and image with competitive advantages.Managing Service QualityEmpower employeesBecome“Customer obsessed”Develop high service quality standardsWatch service performance closelyManaging Service ProductivityTrain current or new employeesIncrease quantity by decreasing qualityUtilize technology