产品策略英文

1、1会计学产品策略英文产品策略英文PlaceProductPricePromotionBrandType of Brand:Individual or familyManufacturer or dealerWarrantyNone, full, orlimitedPackageProtection,Promotion,(or both)Target MarketEXHIBIT 9-1 P256ProductIdeaPhysicalgood/serviceFeaturesQuality levelAccessoriesInstallationInstructionsProduct lineCor

2、ebenefitCore benefitAugmented product delivery, installmentmaintaining, consultant, training, financing, etc.Tangible productquality, appearance, style, brand, packing, design,features,etc.CorebenefitRest and sleepSurprise and delight:TV, Internet; flowers; Fast and good service;Fast checkout; wakin

3、g-upService; good dinner; etc.Basic expectation:Clean bed; new towels; Clean and working washingRoom; quiet environment, etc.产品组合的宽度产品线长度清洁剂牙膏条状肥皂纸尿布纸巾象牙雪1930格利1952象牙1879帮宝适1961媚人1928德来夫特1933佳洁士1955柯克斯1885露肤1976粉扑1960汰渍1946 洗污1893 旗职1982快乐1950 佳美1926 绝顶1100s1992奥克雪多1914 香味 德希1954 保洁净1963 波尔德1965 海岸1

4、974 圭尼1966 玉兰油1993 伊拉1972 产品组合的宽度(width) ：5 条产品线 产品组合的长度(length) ：总长度为25个品种，平均每条产品线5个品种产品组合的深度(depth) ：佳洁士品牌有3个规格，每个规格有两种口味 则佳洁士品牌的深度是6。ConsumerProductClassesConvenienceStaples, impulse;emergencySpecialtyUnsoughtNew unsought;Regularly unsoughtShoppingHomogeneous;heterogeneousExhibit 9-3 P260Based on

5、 how customers thinkabout and shopfor productsBusinessProductClassesInstallationsBuildings,land rights,major equipmentComponentParts andMaterialsAccessoriestoolsProfessional ServicesSupporting firms operations RawMaterialsFarm productsNatural productsMROSuppliesMaintenance,Repair;operationsBased on

6、how buyers think about productsand how theywill be used.Expense item AndCapital itemRejectionNonrecognitionRecognitionPreferenceInsistenceChange PositionIncrease AwarenessContinue EducationMaintain Availability Develop High Brand EquityFocus:Focus:Focus:Focus :Focus :Dealer brandOEMGenericFamilybran

7、dIndividual brandBrandChoicesManufacturerDealer?Packaging: promoting and protecting the product.A warranty says the company stands behind the product. Consumers often feel more comfortable with products they know come with assurances.WarrantyWarranty: what the seller promises about its product (repa

8、ir, refunds, replacement etc).Total IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimemaxmaxTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimeTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthM

9、arketMaturitySalesDeclineTotal IndustrySalesTimeTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimeTotal IndustryProfit+ $ 0MarketIntroductionMarketGrowthMarketMaturitySalesDeclineTotal IndustrySalesTimeIdeaGenerationIdeas from:Customers and users

10、MarketingresearchCompetitorsOther marketsCompany peopleIntermediariesScreeningStrengthsand weaknessesFit withobjectivesMarket trendsRough ROIestimateIdeaEvaluationConcepttestingCustomerreactionsRoughestimatesof cost, sales, profitsDevelopmentR & DDevelopmodel orserviceprototypeTestmarketingmixRevise plansas neededROI estimateCommercial-izationFinalizeproduct andmarketingplanStartproduction and marketing“Roll out” in selectmarketsFinal ROIestimateCorebenefitCore benefitAugmented produc