菲利普科特勒-《市场营销讲义》13课件.pptx

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1、2000 Prentice Hall2000 Prentice HallObjectivesObjectivesProduct CharacteristicsProduct CharacteristicsBuilding&Managing the Product Mix&Product LinesBuilding&Managing the Product Mix&Product LinesBrand DecisionsBrand DecisionsPackaging&LabelingPackaging&Labeling管理资源吧（），提供海量管理资料免费下载！2000 Prentice Hal

2、lSpecialty ProductsSpecialty ProductsUnsought ProductsUnsought ProductsShopping ProductsShopping ProductsBuy less frequently Gather product information Fewer purchase locations Compare for:Suitability&Quality Price&StyleConvenience ProductsConvenience Products Special purchase efforts Unique charact

3、eristics Brand identification Few purchase 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 ClassificationCons

4、umer-Goods Classification管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallProduct MixProduct MixWidthWidth-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 offeredConsistency管理资源吧（），提供

5、海量管理资料免费下载！2000 Prentice HallProduct-Line LengthProduct-Line LengthLine StretchingLine StretchingDownmarketDownmarketUpmarketUpmarketTwo-wayTwo-wayLine FillingLine FillingLine ModernizationLine ModernizationLine Featuring&Line PruningLine Featuring&Line Pruning管理资源吧（），提供海量管理资料免费下载！2000 Prentice Hall

6、What is a Brand?What is a Brand?管理资源吧（），提供海量管理资料免费下载！2000 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 Brand管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallBrand Strategies

7、Brand StrategiesBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrands管理资源吧（），提供海量管理资料免费下载！2000 Prentice HallGood Brand Names:Good Brand Names:SuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSuggestProductQualitiesEasy to:PronounceRecognizeRe

8、member管理资源吧（），提供海量管理资料免费下载！2000 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 innovation管理资源吧（），提供海量管理资料免费下载！2000 P

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