营销管理 科特勒 第中国制定产品战略PPT学习教案

1、会计学1Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2第1页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-3第2页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-4第3页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prenti

2、ce Hall 10-5核心产品核心产品潜在产品潜在产品增值产品增值产品期望产品期望产品基本产品基本产品第4页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-6耐久性耐久性通途通途有形性有形性第5页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7便利品便利品非搜寻商品非搜寻商品选购品选购品特购品特购品第6页/共34页Copyright 2009 Pearson Education, Inc.

3、 Publishing as Prentice Hall 10-8原材料和零部件原材料和零部件供应物和商业服务供应物和商业服务资本品资本品第7页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9需求家族需求家族产品家族产品家族产品大类产品大类产品线产品线产品类型产品类型产品产品项目项目第8页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10便利产品便利产品核心产品核心产品主要产品主要产品特殊

4、产品特殊产品第9页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-11向下延伸向下延伸向上延伸向上延伸双向延伸双向延伸第10页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-12第11页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-13第12页/共34页Copyright 2009 Pear

5、son Education, Inc. Publishing as Prentice Hall 10-14新问世产品新问世产品成本降低成本降低新产品线新产品线补充产品补充产品改进产品改进产品再定位产品再定位产品第13页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15第14页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-16阶段阶段创意数量创意数量通过率通过率每个产品创意的成本每个产品创意

6、的成本总成本总成本1.创意筛选 64 1：4 $ 1 000 $ 64 0002.概念测试 16 1：2 20 000 320 0003.产品开发 8 1：2 200 000 1 600 0004.市场测试 4 1：2 500 000 2 000 0005.全国上市 2 1：2 5 000 000 10 000 000 5 721 000 13 984 000第15页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-171. 提提出出创创意意2. 创创意意筛筛选选3. 概概念念开开发发和和测测试

7、试5. 商商业业分分析析8. 商商业业化化4. 营营销销战战略略7. 市市场场测测试试6. 产产品品开开发发制定制定未来未来规划规划是是是是是是是是是是是是是是是是放弃放弃创意返创意返回到产回到产品开发品开发阶段？阶段？修改产修改产品或营品或营销方案销方案否否否否否否否否否否否否否否否否是是是是否否否否第16页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-18第17页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prent

8、ice Hall 10-19第18页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-20产品产品成功要素成功要素权重权重(a) 打分打分(b) 得分得分(c = a x b)独特性或优越性 0.4 0.8 0.32性价比高 0.3 0.6 0.18营销资金充足 0.2 0.7 0.14竞争不激烈 0.1 0.5 0.05合计 1.0 0.69aa. 00.3为差，0.310.6为一般，0.610.8为好。最小的接受值为0.61第19页/共34页Copyright 2009 Pearson Ed

9、ucation, Inc. Publishing as Prentice Hall 10-21试 a. 产品定位图产品定位图（早餐市场）（早餐市场）b. 品牌定位图品牌定位图（速食早餐市场）（速食早餐市场）l 火腿和鸡蛋l 薄饼热麦片热麦片速食 早餐贵贵便宜便宜慢慢快快每盎司售价高每盎司售价高每盎司售价低每盎司售价低低卡路里低卡路里高卡路里高卡路里品牌C品牌A品牌C细分市场3细分市场4细分市场1细分市场2第20页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-22第21页/共34页Copyri

10、ght 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-23第22页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-24第23页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-25第24页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice H

11、all 10-26第25页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-27第26页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-28第27页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-29第28页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-30发展发展稳定稳定下降下降第29页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-31第30页/共34页Copyright 2009 Pearson Education, Inc. Publishing as Prentic