营销管理kotler_mm14_ch12_d-bbPPT课件

1、Kotler KellerPhillipKevin LaneMarketing Management 14eSetting Product Strategy制定产品战略Discussion QuestionsWhat are the characteristics of a product, and how do marketers classify products?How can companies differentiate products?Why is product design important and what factors affect a good design?How

2、 can a company build and manage its product mix and product lines?1.产品的特征是什么？营销者如何对产品进行分类？2.企业如何将产品差异化？3.产品设计为什么重要？哪些因素影响产品设计？4.企业如何建立和管理产品组合和产品线？Discussion Questions How can companies combine products to create strong co-brands or ingredient brands? How can companies use packaging, labeling, warran

3、ties, and guarantees as marketing tools?5.企业如何联合产品以建立强势联合品牌或要素品牌？6.企业如何使用包装、标签、担保和保证作为营销工具？Marketing Planning营销计划NeedsWantsFigure 12.1Components of the Market Offering市场供应物的组成要素p354Product Characteristics/Classifications产品特征和分类p354Experiences 体验Events 事件Properties 产权Organizations 组织Information 信息Ide

4、as 想法PlacesPersonsServicesGoodsFigure 12.2Five Product Levels五个产品层次p354Product Levels产品层次p354Customer-value Hierarchy顾客价值层级Potential Product(Future augmentations)Core Benefit(Rest and sleep)Basic Product(Bed, bathroom, towels)Expected Product(Clean bed, fresh towels)Augmented Product(Free Internet;

5、free breakfast)Product Classifications产品分类p356Nondurable goods易耗品Services服务Durable goods耐用品Durability and TangibilityProduct Classifications产品分类p356Consumer-GoodsConvenience goods便利品Shopping goods选购品Specialty goods特殊品Unsought goods非寻求品StaplesImpulse goodsEmergency goodsProduct Classifications产品分类p35

6、6Industrial-GoodsRaw materials原材料Materials and Parts材料和零部件材料和零部件Manufactured Materials制造材料Capital Items资本项目资本项目Installations设施Equipment设备Supplies and business Services补给品和商务服务补给品和商务服务Product and Services Differentiation产品和服务的差异化p357Product Differentiation产品差异化p358FormCustomizationPerformanceReliabil

7、ityFeaturesDurabilityConformanceRepairabilityStyleServices Differentiation服务差异化p359Ordering Ease订购便利Delivery & Returns配送Installation安装Training培训Maintenance & Repair维护修理 Customer Consulting顾客咨询Design 设计p361FunctionalBenefits功能性功能性AestheticBenefits艺术性艺术性Product and Brand Relationships产品与品牌的关系p

8、364Product HierarchyProduct Systems/MixesProduct Line AnalysisProduct Line LengthProduct Mix PricingCo-BrandingProduct Hierarchy产品层级p365Need FamilyProduct FamilyProduct ClassProduct LineProduct TypeItemProduct Systems and Mixes产品体系和产品组合p365Product System产品体系产品体系ConsistencyProctor & Gamble Produc

9、t Mix宝洁公司产品组合p365DetergentsToothpasteBar SoapDisposable DiapersPaper ProductsIvory SnowGleemIvoryPampersCharminDreftCrestCamayLuvsPuffsTideZestBountyCheerSafeguardDashOil of OlayBoldGainEraProduct Mix WidthProduct Line LengthProduct Line Analysis产品线分析Sales and ProfitMarket ProfileFigure 12.3Product-

10、Item Contributions产品品目的贡献p366Figure 12.4Product Map产品地图p367Product Line Length产品线长度p368Line stretching产品线拓展产品线拓展Up-market stretch向上拓展Down-market stretch向下拓展Two-way stretch双向拓展Line modernization, featuring, and pruning产品线的现代化升级、产品线的现代化升级、特色化和削减特色化和削减Line filling产品线填补产品线填补Product Mix Pricing产品组合定价Prod

11、uct line pricing产品线定价Optional-feature pricing可选特色定价Captive-product pricing附属产品定价Two-part pricing两部分定价By-product pricing副产品定价Product-bundling pricing产品捆绑定价Co-Branding and Ingredient Branding联合品牌和要素品牌p374Co-Branding联合品牌联合品牌 Same-company 同一家公司 Joint venture 合资 Multi-sponsor 多方发起 Retail co-branding 零售联合品牌Ingredient Branding要素品牌要素品牌Packaging and Labeling 包装和标签Packaging Objectives 包装目标包装目标Brand identification 品牌描述P