菲利普.科特勒的“市场营销”讲义（13）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesProduct CharacteristicsProduct CharacteristicsBuilding&Managing the Product Mix&Product LinesBuilding&Managing the Product Mix&Product LinesBrand DecisionsBrand DecisionsPackaging&LabelingPackaging&Labeling2000 Prentice HallSpecialty ProductsSpecialty ProductsUn

2、sought ProductsUnsought ProductsShopping ProductsShopping ProductsBuy less frequently Gather product information Fewer purchase locations Compare for:Suitability&Quality Price&StyleConvenience ProductsConvenience Products Special purchase efforts Unique characteristics Brand identification Few purch

3、ase locations New innovations Products consumers dont want to think about.Require much advertising&personal sellingBuy frequently&immediately Low priced Many purchase locations Includes:Staple goods Impulse goods Emergency goodsConsumer-Goods ClassificationConsumer-Goods Classification2000 Prentice

4、HallProduct MixProduct MixWWi id dt th h-number of different product linesL Le en ng gt th h-total number of itemswithin the linesD De ep pt th h -number of versions of each productP Pr ro od du uc ct t MMi ix x -all the product lines offeredConsistency2000 Prentice HallProduct-Line LengthProduct-Li

5、ne LengthLine StretchingLine StretchingDownmarketDownmarketUpmarketUpmarketTwo-wayTwo-wayLine FillingLine FillingLine ModernizationLine ModernizationLine Featuring&Line PruningLine Featuring&Line Pruning2000 Prentice HallWhat is a Brand?What is a Brand?AttributesBenefitsValuesCultureUserPersonality2

6、000 Prentice HallBrand EquityBrand EquityNo Brand Loyalty(customer will change)Satisfied Customer(no reason to change)Satisfied&Switching CostValues the Brand(brand as friend)Devoted to Brand2000 Prentice HallBrand StrategiesBrand StrategiesBrandExtensionNewBrand NameProduct CategoryLineExtensionExi

7、stingExistingMultibrandsNewNewBrands2000 Prentice HallGood Brand Names:Good Brand Names:SuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSuggestProductQualitiesEasy to:PronounceRecognizeRemember2000 Prentice HallWhy Package Crucial as a Why Package Crucial as a Marketing ToolMarketing ToolSelf-serviceSelf-serviceConsumer affluenceConsumer affluenceCompany&brand imageCompany&brand imageOpportunity for innovationOpportunity for innovation2000 Prentice HallLabelsLabelsIdentifyIdentifyDescribeDescribePromotePromote