产品推销英文版优质课件专业知识讲座

1、本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 1 Chapter Objective 1.Define the term product, including the core, actual and augmented product, product line. 2.Explain services classifications and discuss the marketing of services. 2 Product 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 3

2、 In your opinion， what is product？ 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 4 Definition ?A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. ?It includes physical objects, services, persons, places, organ

3、isations and ideas 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 5 The level of products ?Core product ?Actual products ?Augmented product 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 6 The level of products cont. ?Core product is the problem-solving services or core benefits that consu

4、mers are really looking for when they buy a product 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 7 The level of products cont. ?Actual product is a products parts, quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits 本文档所提供

5、的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 8 The level of products cont. ?Augmented product means additional consumer services and benefits built around the core and actual products. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 9 Figure 1.1: Three Levels of Product 本文档所提供的信息仅供参考之用，不能作为科学依据

6、，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 10 Exercise Base on Figure 1.1 (Three Levels of Product), Take the airline company as a example to illustrating three levels of its product 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 12 Product Classifications ?Products may classes based on the types of consumers

7、 that use them Consumer products Business-to-business products 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 13 Consumer product ?Consumer products are products brought by final consumers for personal consumption. ?Base on how consumers go about buying them, it include: convenience, shopping,

8、specialty and unsought products 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 14 Classification Types of Consumer Products Convenience Unsought Goods Specialty Shopping 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 15 Convenience products ?Consumer goods and services that the customer us

9、ually buys frequently, immediately, and with a minimum of comparison and buying effort 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 16 Shopping products ?Goods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitability, quality, pri

10、ce and style. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 17 Specialty products ?Consumer goods and services that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请

11、联系本人或网站删除。 18 Unsought products ?Consumer goods and services that the consumer either does not know about or know about but does not normally think of buying. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 19 B2B product ?B2B refer to business to business ?B2B product means: goods purchased by

12、individuals and organisations for further processing or for use in conducting a business 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 20 B2B Product Classification 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 21 Materials and Parts ?Industrial goods that become part of the buyers produ

13、ct completely, including raw materials and manufactured materials and parts. Raw materials include farm products and natural products. Manufactured materials and parts include component materials and component parts. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 22 Capital items ?Industrial go

14、ods and services that enter the finished product partly, including installations and accessory equipment. Installations consist of buildings and fixed equipment. Accessory equipment includes portable factory equipment and tools and office equipment. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除

15、。 23 Supplies ?Industrial goods that do not enter the finished product at all. ?Supplies are the convenience product of the business market and are usually purchased with minimum effort or comparison. 24 Services 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 25 Services ?Service organisations

16、offer customers something that is intangible: the interaction does not result in the ownership of anything that endures 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 26 Characteristics of Services Perishability Variability Intangibility Inseparability Service 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有

17、不 当之处，请联系本人或网站删除。 27 ?Service consumption mostly involves people in service encounters, services are experiential in nature and often require special measures to assess quality such as mystery shoppers 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 29 Discussion ?Is Microsoft a product or a ser

18、vice? ?Why? 38 Chapter 2 Recommending product and services 39 Needs Want Demand 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 40 Needs ?Human needs are the most basic concept underlying marketing ?States of felt deprivation ?Humans have many complex needs including physical, social and individ

19、ual needs 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 41 Needs ?When a need is not satisfied, a person will either try to reduce the need or look for an object that will satisfy it ?People in less economically developed societies might try to reduce their desires and satisfy them with what i

20、s available 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 42 What ?Wants are the form taken by human needs and are shaped by culture and individual personality. ?As a society evolves, the wants of its members expand. ?Marketers try to provide more want- satisfying goods and services 本文档所提供的信息仅

21、供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 43 测试你的需求欲望 ?请在纸上随意画一条蛇 A 像棒子一样直的蛇 B 卷成圆盘状的蛇 C 缠在树上或其他东西上的蛇 D 波状蛇 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 44 ?把蛇画成像棒子一样僵直的人，正处于满足于现状之 中，是淡泊的人，并不作超出自身能力的妄想。 ?卷缩成盘状的蛇，表示得不到满足的欲望即将爆发。 不过，如果只是卷成盘状的蛇，虽然表达出某种程度 的不满足，但也仅仅是在静静地储存力量。相反地， 如果是扬起脖子的蛇，则是不满的程度

22、很强烈，若蛇 伸出嘶嘶叫的舌头，则表示即将爆发 ? 这是不满足程度最高的情况。你已经不满到想拖人下 水的境地。 ? 画波状蛇的人，预示着要向某处移动。需求与供给均 衡运转，正处在妥善处理不满情绪的状态。 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 45 Demand ?Demands are the human wants that are backed up by buying power ?When people have the money to purchase the need-satisfying object there

23、 is then demand 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 46 Discussion？ ?What is the relationship between needs, wants and demand 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 47 ?Customers view products as bundles of benefits and choose the products that give them the best value fo

24、r money. ?Outstanding companies go to great lengths to learn about and understand their customers needs, wants and demands. ?Understanding customer needs, wants, and demands in detail provides important input for designing marketing strategies. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 48

25、?Negative demand: a major part of the market dislikes the product and may even pay a price to avoid it ?No demand: Target consumers may be unaware of or uninterested in the product ?Latent demand: Many consumers share a strong need that cannot be satisfied by existing products 本文档所提供的信息仅供参考之用，不能作为科学

26、依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 49 ?Declining demand: every organisation will face a decline in demand for one or more of its products sooner or later ?Irregular demand: many organisations face demand that varies on a seasonal, daily or hourly basis ?Full demand: organisations face full demand when th

27、ey are satisfied with their volume of business 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 50 ?Overfull demand: organisations may face a demand level that is higher than they can or want to handle ?Unwholesome demand: unwholesome products will attract organised efforts to discourage their co

28、nsumption 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 51 Activity ?Suppose: a consumer said : I want a expansive car ?Analyse any possible demand 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 52 Example I want an expansive car ?说出来的需要(顾客想要一辆昂贵的车 )。 ?真正的需要(顾客想要的这辆车，开起来很省 钱，而其最初的价格却不低 )。

29、 ?没有说出来的需要(顾客想获得优质服务 )。 ?满足令人高兴的需要(顾客买车时，附赠一份 道路图)。 ?秘密需要(顾客想被他的朋友看成是识货的人 )。 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 53 Client needs 54 Client Satisfaction 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 55 ?Build customer satisfaction through Value Quality Service 本文档所提供的信息仅供参考之用，不能

30、作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 56 Customer Delivered Value Image value Personnel value Services value Product value Total customer value Monetary cost Time cost Energy cost Psychic cost Total customer cost Customer delivered value 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 57 Client Sati

31、sfaction ?Definition ? Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 58 Satisfied Customers: ?Are loyal longer ?Buy mo

32、re (new products it includes the products durability, reliability, precision, ease of operation and repair, and other valued attributes #1 #1 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 60 ?Strategic quality involves gaining an edge over competitors by consistently offering products and serv

33、ices that give customers better quality ?quality is not a problem to be solved; it is a competitive opportunity 61 Provide product and service information 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 62 Where information come from ?At trade Fairs ?On websites ?In industry magazines ?In newspa

34、per and television ?Through media releases ?Brochures, pamphlets 63 Identify New Market 64 Organsiational Requirements 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 65 Role play ?Scenario :You are the salesman for the Coca Cola. You customer is a supermarket which located in the college. Due t

35、o the confined space, products sell in this shop is limited and high profit margin. ?Question: what would you do to persuade the boss sell your product in his shop. 66 Chatper 3 Advising on promotional activities 67 Promotion 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 68 Promotion activitie

36、s ?Samples ?Coupons ?Premiums ?Contests/Sweepstake ?Refunds/rebates ?Bonus packs ?Price-off deals ?Frequency programs ?Event marketing 69 Competitor 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 70 Who is your competitor 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 71 Case study ? Ravi

37、bought a phone from Funky Fones. He was happy with his purchase until he saw an advertisement, in a newspaper offering the same phone at a cheaper price. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 72 Case study ?He contacted Funky Fones and told them about their competitors price and how un

38、happy he was that he had paid more. Funky Fones offered to match their competitors price and give Ravi a refund. They also checked the prices of all their phones with that of their competitor and adjusted their prices to match. 本文档所提供的信息仅供参考之用，不能作为科学依据，请勿模仿。文档如有不 当之处，请联系本人或网站删除。 73 Question ?How might Fun