国际营销（英文）国际营销 (21).pdf

《国际营销（英文）国际营销 (21).pdf》由会员分享，可在线阅读，更多相关《国际营销（英文）国际营销 (21).pdf（13页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、SettingProduct StrategyChapter 11studyLearning Objectives03Why is product design important,and what are the different approaches taken?01What are the characteristics of products,and how do marketers classify product?04How can marketers best manage luxury brands?02How can companies differentiate prod

2、ucts?07How can companies combine products to create strong co-brands or ingredient brands?05What environmental issues must marketers consider in their product strategies?08How can companies use packaging,labeling,warranties,and guarantees as marketing tools?06How can a company build and manage its p

3、roduct mix and product lines?Product Characteristicsand Classifications Product Anything that can be offered to a market to satisfy a want or need,including physical goods,services,experiences,events,persons,places,properties,organizations,information,and ideasFigure 11.1Components Of The Market Off

4、eringProduct Levels:The Customer-Value Hierarchy Figure 11.2:Five Product LevelsSTART123Product ClassificationsDurabilityTangibilityUseSTART123Durability and TangibilityNondurable goodsDurable goodsServicesConsumer-Goods ClassificationConvenienceSpecialtyShoppingUnsought在这添加页面标题内容Consumer-Goods Clas

5、sificationMaterials and partsCapital itemsSupplies and business services输 入 您 的 标 题PLEASE ADD YOUR TITTLE HERECall:+22 1234567ProductProductDifferentiationDifferentiation Form Features Performance quality Conformance quality DurabilityReliabilityRepairabilityStyleCustomizationServices Services DifferentiationDifferentiation Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair Returns