产品推销 英文版

1、1Chapter 1 Developing and maintaining knowledge of products and service2Chapter Objective1.Define the term product, including the core, actual and augmented product, product line.2.Explain services classifications and discuss the marketing of services.3Product4In your opinion， what is product？5Defin

2、itionlA product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. lIt includes physical objects, services, persons, places, organisations and ideas6The level of productslCore productlActual products lAugmented product7The le

3、vel of products cont.lCore product is the problem-solving services or core benefits that consumers are really looking for when they buy a product8The level of products cont.lActual product is a products parts, quality level, styling, features, brand name, packaging and other attributes that combine

4、to deliver core product benefits9The level of products cont.lAugmented product means additional consumer services and benefits built around the core and actual products.10Figure 1.1: Three Levels of Product11Exercise Base on Figure 1.1 (Three Levels of Product), Take the airline company as a example

5、 to illustrating three levels of its product12Figure 1.2: Illustrating three levels of product13Product ClassificationslProducts may classes based on the types of consumers that use them Consumer products Business-to-business products14Consumer productlConsumer products are products brought by final

6、 consumers for personal consumption.lBase on how consumers go about buying them, it include: convenience, shopping, specialty and unsought products15ClassificationTypes ofConsumerProductsConvenienceUnsoughtGoodsSpecialtyShopping16Convenience productslConsumer goods and services that the customer usu

7、ally buys frequently, immediately, and with a minimum of comparison and buying effort17Shopping productslGoods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitability, quality, price and style.18Specialty productslConsumer goods and ser

8、vices that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort.19Unsought productslConsumer goods and services that the consumer either does not know about or know about but does not normally think of buying.20B2B pr

9、oductlB2B refer to business to businesslB2B product means: goods purchased by individuals and organisations for further processing or for use in conducting a business 21B2B Product Classification22Materials and PartslIndustrial goods that become part of the buyers product completely, including raw m

10、aterials and manufactured materials and parts.Raw materials include farm products and natural products. Manufactured materials and parts include component materials and component parts.23Capital itemslIndustrial goods and services that enter the finished product partly, including installations and a

11、ccessory equipment.Installations consist of buildings and fixed equipment. Accessory equipment includes portable factory equipment and tools and office equipment. 24SupplieslIndustrial goods that do not enter the finished product at all.lSupplies are the convenience product of the business market an

12、d are usually purchased with minimum effort or comparison. 25Services26ServiceslService organisations offer customers something that is intangible: the interaction does not result in the ownership of anything that endures27Characteristics of Services28lService consumption mostly involves people in s

13、ervice encounters, services are experiential in nature and often require special measures to assess quality such as mystery shoppers29DiscussionlAre services products?lAre they really so different from branded goods30DiscussionlIs Microsoft a product or a service?lWhy?31Industry32lBeing familiar wit

14、h the industry helps you to be confident and perform well in your role33Information Related to IndustrylManufacturing lHospitalitylInformationlTechnologylTradelAutomotivelTransportlsportlThe industry sector34Information Related to IndustrylThe kind of organization and the products and services offer

15、edlFor example, a furniture or a house care provider35Information Related to IndustrylBusiness ownership or organisation structure:Owned by one person or a partnershipA private business or public companyA cooperative, government-owned, or a franchiseRun by a board or shareholders36Information Relate

16、d to IndustrylRegulations that affect the way the business operates37Information Related to IndustrylThe size of the organisationSmall (1-30 employees)Medium (31-79 employees)Large (more than 80 employees)38Practice task 1lUse the organisation you are familiar with to complete this tableName of orga

17、nisationIndustry sectorKind of organisationProducts and servicesOrganisation ownershipSize of organisation39Chapter 2 Recommending product and services40Needs Want Demand41NeedslHuman needs are the most basic concept underlying marketinglStates of felt deprivationlHumans have many complex needs incl

18、uding physical, social and individual needs42NeedslWhen a need is not satisfied, a person will either try to reduce the need or look for an object that will satisfy itlPeople in less economically developed societies might try to reduce their desires and satisfy them with what is available43WhatlWant

19、s are the form taken by human needs and are shaped by culture and individual personality.lAs a society evolves, the wants of its members expand.lMarketers try to provide more want-satisfying goods and services 44测试你的需求欲望测试你的需求欲望 l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 45l把蛇画成像棒子一样僵直的人，

20、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。 l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，则是不满的程度很强烈，若蛇伸出嘶嘶叫的舌头，则表示即将爆发 l 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。l 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。46DemandlDemands are the human wants that are backed up by buying powerlWhen people h

21、ave the money to purchase the need-satisfying object there is then demand47Discussion？lWhat is the relationship between needs, wants and demand48lCustomers view products as bundles of benefits and choose the products that give them the best value for money.lOutstanding companies go to great lengths

22、to learn about and understand their customers needs, wants and demands.lUnderstanding customer needs, wants, and demands in detail provides important input for designing marketing strategies.49lNegative demand: a major part of the market dislikes the product and may even pay a price to avoid itlNo d

23、emand: Target consumers may be unaware of or uninterested in the productlLatent demand: Many consumers share a strong need that cannot be satisfied by existing products50lDeclining demand: every organisation will face a decline in demand for one or more of its products sooner or laterlIrregular dema

24、nd: many organisations face demand that varies on a seasonal, daily or hourly basislFull demand: organisations face full demand when they are satisfied with their volume of business51lOverfull demand: organisations may face a demand level that is higher than they can or want to handlelUnwholesome de

25、mand: unwholesome products will attract organised efforts to discourage their consumption 52ActivitylSuppose: a consumer said : I want a expansive carlAnalyse any possible demand53ExampleI want an expansive carl说出来的需要(顾客想要一辆昂贵的车)。l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)。l没有说出来的需要(顾客想获得优质服务)。 l满足令人高兴的需要(顾客

26、买车时，附赠一份道路图)。l秘密需要(顾客想被他的朋友看成是识货的人)。54Client needs55Client Satisfaction56lBuild customer satisfaction through ValueQualityService57Customer Delivered ValueImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeli

27、veredvalue58Client SatisfactionlDefinition 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.59Satisfied Customers:lAre loyal longerlBuy more (new products & upgrades)lSpr

28、ead favorable word-of-mouthlAre more brand loyal (less price sensitive)lOffer feedbacklReduce transaction costs60QualitylProduct Quality is the ability of a product to perform its functions; it includes the products durability, reliability, precision, ease of operation and repair, and other valued a

29、ttributes#1#161lStrategic quality involves gaining an edge over competitors by consistently offering products and services that give customers better qualitylquality is not a problem to be solved; it is a competitive opportunity62Provide product and service information63Where information come fromlA

30、t trade FairslOn websiteslIn industry magazineslIn newspaper and televisionlThrough media releaseslBrochures, pamphlets64Identify New Market65Organsiational Requirements66Role playlScenario :You are the salesman for the Coca Cola. You customer is a supermarket which located in the college. Due to th

31、e confined space, products sell in this shop is limited and high profit margin.lQuestion: what would you do to persuade the boss sell your product in his shop.67Chatper 3 Advising on promotional activities68Promotion69Promotion activitieslSampleslCouponslPremiumslContests/SweepstakelRefunds/rebatesl

32、Bonus packslPrice-off dealslFrequency programslEvent marketing70Competitor71Who is your competitor72Case studyl Ravi 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.73Case studylHe contacted Funk

33、y Fones and told them about their competitors price and how unhappy 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.74Question lHow mi