当代商导论FundamentalsofBusiness

1、当代商务导论当代商务导论 fundamentals of businesslecture 3: products1. types of products2. product life cycle 3. new product development4. product line and product mix5. product differentiationexercises productsconsumerproductsindustrialproductsgoods and services that are purchased for consumers own use goods a

2、nd services that are purchased to produce other goods and services conveniencegoodsshoppinggoodsspecialtygoodsindustrialbuyersultimate/endconsumers1.1.1 three types of consumer products- criteria for classification: the individual consumers buying attitude and behavior, i.e. how often it is purchase

3、d, how significant it is to the consumer, whether it is considered as high or low in value, how loyal the consumer is to a specific brand e.g. organic vegetables, siemens washing machine, evian mineral water, christian louboutin shoes convenience goods 便利商品便利商品: usually low-priced, frequently bought

4、, demanded on short notice, often purchased by habit without much time thinking about shopping goods 购物商品购物商品: usually high-priced, less frequently bought, requires comparison and study before buying specialty goods 特色商品特色商品: consumers strong conviction about certain brand, style or type and willing

5、ness to make a special effort to purchase, usually high in value, less frequently bought back convenience goods: to be sold in as many places as possible, such as supermarkets, convenience stores, neighborhood drugstores, vending machines (e.g. pepsi, wrigleys gum, kangshifu instant noodle) shopping

6、 goods: to be sold in stores that are grouped together in planned shopping centers to facilitate consumers comparison (e.g. tv sets, suv, furniture) specialty goods: to be sold in any place whatsoever, requires less worries about distribution and retail location (e.g. rolls-royce limousines) multi-e

7、arner families 多收入家庭多收入家庭 vs. single-earner families 单收入家庭单收入家庭 the more income a family or an individual has, the smaller is the proportion of income required for absolute necessitiesdiscretionary/disposable income 可支配收入可支配收入:- what a consumer has to spend on things other than necessities the great

8、er ones discretionary income is, the higher the quality and price of consumer products one can afford the greater ones discretionary income is, the greater ones ability is to shift buying pattern 1.2.1 types of industrial products1.installations: e.g. land, plants, office buildings, expensive assets

9、 such as cranes2.raw materials: e.g. cotton, iron ore, lumber, petroleum, gas3.accessory equipment: e.g. typewriters, photocopiers, accounting machines, small forklift trucks4.supplies: e.g. maintenance items (brooms and light bulbs), repair items (nuts and bolts), operating supplies (lubricating oi

10、l and printer paper)ponent parts and materials: e.g. tires, batteries, steel beams6.business services: e.g. uniform rental, wedding photography, security services, cargo transportation, marketing proposal, advertising package more formal systems for buying: purchasing departments; negotiations, lobb

11、ying, debate, public bidding; esp. governments and nonprofit institutions (schools, hospitals), the general services administration (美国总务管理局), the defense supply agency (美国国防供应局) more clearly defined motives(动机动机) for buying: profit-driven, strict budget, demand for purchasing is derived from demand

12、 for production smaller (potential) customer base: mcdonalds vs. boeing company (airlines and the military only) less public exposure, more personal connecting- the typical sequence of changes in demand for a product that occur over time1.introduction/embryonic phase(阶段阶段): fast/slow price skimming,

13、 fast/slow penetration 2.growth phase: more products and segments, more distribution channels, brand awareness, lower price 3.maturity phase: price war, product revision4.decline phase: concentration, new product developmentthe average product life cycle has been dramatically shortened due to the ac

14、celerated pace of technological innovation since the industrial revolution in the 18th century. e.g. apple vs. kodak the demand curve of a product life circle 产品生命周期不同阶段特征产品生命周期不同阶段特征 1.idea generation phase2.screening phase3.development phase 4.testing phase5.commercialization phase 6.post-audit ph

15、ase: the actual costs and benefits are measured and compared with those that were forecasted earlier, to determine whether the previous cost-benefit analysis 成本效益分析成本效益分析 was reasonably accuratefor every 7 new product ideas, about 4 enter development, 1.5 are actually launched, and only 1 succeeds.

16、ideasproductsdu pont: cellophane 玻璃纸, nylon, freon 氟利昂/甲烷, teflon (non-stick pans) 特富龙sony: walkman, compact disc, playstationpfizer: viagra3m: waterproof sandpaper, post-it notesintel: pc microprocessors product line 产品线产品线- a set of related products or services offered by a single firme.g. coca-co

17、la: coke, diet coke, caffeine-free coke, spritepepsico: pepsi, diet pepsi, mountain dew, all-sportproduct mix 产品组合产品组合- the assortment of all lines of products offered by a firme.g. christian dior: womens clothing, mens clothing, childrens clothing, jewelry, shoes, fashion accessories, cosmeticsicbc

18、: deposits, checking services, credit card services, personal loans, business loans, insurance products, stock and bond products, fund products, financial consulting product mix of toyota a product line or mix tends to expand over time as a firm identifies other customer needs and market segments. e

19、.g. p&g: from tide to tide with bleachamazon, 当当当当: from books only to home appliances, drugs, toys, health and beauty products京东商城京东商城: from it products to books and grocery before firms add more products to their product line or mix, they should weigh:- whether a demand for new products really

20、 exists- whether they are capable of efficiently providing those products- whether they can sell new products at a profit a initially focused on filling book orders requested over the internet. first, it began to offer cds as well, recognizing that if customers are willing to order books online, the

21、y may also order other products. second, it had already proved that it could provide reliable service, so customers trusted that the additional services would be reliable as well. third, it could use its existing technology to fill cd orders, which increased efficiency. a also acquired a stake in d

22、because it believed that it could fill drug orders requested over the internet. how would you interpret as diversification practice? the growth of a demonstrates how a firm can benefit from expanding its product mix. diversification of product mix should be done in a very cautious way, and careful c

23、onsideration should be taken before making the decision, including customer needs, efficiency and profitability. it is a more reliable strategy to build additional product by using the resources that initially made the firm successful.- the efforts of a firm to distinguish its products from competit

24、ors in a manner that makes the product more desirable; a product strategy to gain competitive advantage/edge 竞争优势竞争优势e.g. starbucks coffee vs. local street corner caf kay-bee toys vs. wal-mart ikea vs. 吉盛伟邦，红星美凯龙 瑞丽vs. 家庭, 知音product differentiation can be achieved through the marketing mixproductpri

25、cepromotionplaceoft-employed methods of product differentiation through product strategiesmethod achieve competitive advantage by:examplesunique product designproviding higher level of physical appeal, quality, function choice, safety, reliability, or ease of usesouthwest airlines short routes, niss

26、an teanas superb interior decorationunique packagingproviding advertising to get consumers attention, or improving conveniencecanned food with pull-tabs, honey in squeeze bottlesunique customer serviceproviding superior customer service excellence, including payment choice, delivery service, warrant

27、ies, technical support, after-sales service京东商城的信用卡付款服务, woolworths online purchase and home delivery, wal-marts refunding policyunique brandingusing the firms established reputation to gain credibility for its whole product mix, can thus create “perceived differences”coco-colas 果粒橙, 美的紫砂煲 - a method to identifying products and differentiating them from competin