（本科）市场营销专业英语Chapter 6ppt课件（全）

1、市场营销专业英语Chapter 6PPT模板下载：/moban/ 行业PPT模板：/hangye/ 节日PPT模板：/jieri/ PPT素材下载：/sucai/PPT背景图片：/beijing/ PPT图表下载：/tubiao/ 优秀PPT下载：/xiazai/ PPT教程： /powerpoint/ Word教程： /word/ Excel教程：/excel/ 资料下载：/ziliao/ PPT课件下载：/kejian/ 范文下载：/fanwen/ 试卷下载：/shiti/ 教案下载：/jiaoan/ 市场营销专业英语Chapter 6 Product DecisionsProduct T

2、ypes6.16.2Product Life Cycles6.3New Product Development6.4Branding and Packing6.1 Product Types CaseProduct Decisions of RevlonRevlon sells cosmetics, toiletries and fragrances to consumers around the world. Revlon is the No.1 firm in the popularprice segment of the fragrance market. In one sense, R

3、evlons perfumes are no more than careful mixtures of oils and chemicals that have nice scents. But Revlon knows that when it sells perfume, it sells much more than fragrant fluidsit sells what the fragrances can do for the women who use them. 6.1 Product TypesPerfume is actually shipped from the fra

4、grance houses in big, ugly drums. Although a 100 an ounce perfume may cost no more than 7 to produce, to perfume consumers, the product is much more than a few pounds worth of ingredients and a pleasing smell.6.1 Product TypesMany things beyond the ingredients and scent add to a perfumes allure. In

5、fact, the scent may be the last element developed. Revlon first researches womens feelings about themselves and their relationships with others. It then develops and tests new perfume concepts that match womens changing values, desires and lifestyles. When Revlon finds a promising new concept, it cr

6、eates and names a scent to fit the idea. 6.1 Product Types6.1 Product TypesIn the late 1970s, Revlon research showed a shift in womens attitudes: “women had made the equality point, which Charlie addressed. Now women were hungering for an expression of femininity.” They now wanted perfumes that were

7、 subtle rather than shocking. Thus Revlon subtly shifted Charlies position. The perfume still made its “independent lifestyle” statement, but with an added tinge of “femininity and romance”, Revlon also launched a perfume for the women of the 1980s, Jontue, which was positioned on a theme of romance

8、.6.1 Product TypesRevlon continues to refine Charlies position, now targeting the women of the 1990s who is “able to do it all, but smart enough to know what she wants to do”. After almost 20 years, aided by continuous but subtle repositioning, Charlie remains the best-selling mass-market perfume.6.

9、1 Product TypesA perfumes name is an important product attribute. Revlon uses such brand names as Charlie, Fleurs de Jontue, Ciara, Scoundrel, Guess and unforgettable to create images that support each perfumes positioning. Competitors offer perfumes with such names as Obsession, Passion, Uninhibite

10、d, Opium, Joy, White Linen and Eternity. These names suggest that the perfumes will do something more than just make you smell better. Oscar de la Rentas Ruffles perfume began as a name, one chosen because it created images of whimsy, youth, glamour and femininityall well suited to the target market

11、 of young, stylish women. Only later was a scent selected to go with the products name and positioning.6.1 Product TypesRevlon must also carefully package its perfumes. To consumers, the bottle and package are the most tangible symbols of the perfume and its image. Bottles must feel comfortable, be

12、easy to handle and look impressive when displayed in stores. Most important, they must support the perfumes concept and image.6.1 Product TypesSo when a woman buys perfume, she buys much, much more than simply fragrant fluids. The perfumes image, its promises, its scent, its name and package, the co

13、mpany that makes it and the stores that sell it all become a part of the total perfume product. When Revlon sells perfume, it sells more than the tangible product. It sells lifestyle, self-expression and exclusivity; achievement, success and status; femininity, romance, passion and fantasy; memories

14、, hopes and dreams.6.1 Product Types TextProductsWe define a product as anything that is offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. Products include more than just tangible goods. Broadly defined, products include physical objects, servi

15、ces, persons, places, organizations, ideas or mixes of these entities. There are three levels of a product. The most basic level is the core product, which addresses the question: 6.1 Product TypesWhat is the buyer really buying? It consists of the problemsolving services or core benefits that consu

16、mers seek when they buy a product. The product planner must next build an actual product around the core product. Actual products may have as many as five characteristics: a quality level, features, styling, a brand name and packaging. Finally, the product planner must build an augmented product aro

17、und the core and actual products by offering additional consumer services and benefits.6.1 Product TypesProduct ClassificationsBefore we examine individual product decisions, let us explain several product classification schemes. Products can be classified according to their durability and tangibili

18、ty. Non-durable products are goods that are normally consumed quickly and used on one or a few usage occasions, such as beer, soap and food products.6.1 Product TypesDurable products are products used over an extended period of time and normally survive for many years. Examples are refrigerators, ca

19、rs and furniture. Services are activities, benefits and satisfactions offered for sale which are essentially intangible and do not result in the ownership of anything. Examples include haircuts, holiday packages and banking services. Marketers have also divided products and services into two broad c

20、lasses based on the types of customer that use them-consumer products and industrial products.6.1 Product TypesConsumer ProductsConsumer products are those bought by final consumers for personal consumption. Marketers usually classify these goods based on consumer shopping habits. Consumer products

21、include convenience products, shopping products, specialty products and unsought products. These products differ in the way consumers buy them, so they differ in how they are marketed.6.1 Product TypesConvenience products are consumer goods and services that the consumer usually buys frequently, imm

22、ediately and with a minimum of comparison and buying effort. They are usually low priced and widely available. Examples are soap, sweets and newspapers. Convenience goods can be divided further into staples, impulse goods and emergency goods.6.1 Product TypesStaples are goods that consumers buy on a

23、 regular basis, such as milk, toothpaste or bread. Impulse goods are purchased with little planning or search effort. These goods are normally available in many places because consumers seldom seek them out. Thus chocolate bars and magazines are placed next to checkout counters because shoppers may

24、not otherwise think of buying them. Emergency goods are purchased when a need is urgentumbrellas during a rainstorm, or boots and shovels during the years first snowstorm. Manufacturers of emergency goods will place them in many outlets to make them readily available when the customer needs them.6.1

25、 Product TypesShopping products are less frequently purchased and consumers spend considerable time and effort gathering information and comparing alternative brands carefully on suitability, quality, price and style. Examples of shopping products are furniture, clothing, used cars and major househo

26、ld appliances. Shopping products can be divided into homogeneous and heterogeneous goods. 6.1 Product TypesThe buyer sees homogeneous shopping products, such as major appliances (e.g., cookers, fridges), as similar in quality but different enough in price to justify shopping comparisons. The seller

27、has to “talk price” to the buyer. However, when a consumer is shopping for heterogeneous goods such as clothing and furniture, product features are often more important than price. If the buyer wants a new suit, the cut, fit and look are likely to be more important than small price differences. Ther

28、efore, a seller of heterogeneous shopping products must carry a wide assortment to satisfy individual tastes and have well-trained salespeople to give information and advice to customers.6.1 Product Types6.1 Product TypesBuyers normally do not compare specialty goods. They invest only the time neede

29、d to reach dealers carrying the wanted products. Although these dealers do not need convenient locations, they must still let buyers know where to find them.6.1 Product TypesUnsought products are consumer goods that the consumer either does not know about or knows about but does not normally think o

30、f buying. Most major innovations are unsought until the consumer becomes aware of them through advertising. Other examples of known but unsought goods are life insurance, home security systems and blood donations to the Red Cross. By their very nature, unsought goods require a lot of advertising, pe

31、rsonal selling and other marketing efforts. Some of the most advanced personal selling methods have developed out of the challenge of selling such goods.6.1 Product TypesIndustrial ProductsIndustrial products are those bought for further processing or for use in conducting a business. Thus, the dist

32、inction between a consumer product and an industrial product is based on the purpose for which the product is purchased. If a consumer buys a lawn mower for home use, the lawn mower is a consumer product. If the same consumer buys the same lawn mower for use in a landscaping business, the lawn mower

33、 is an industrial product.6.1 Product TypesThere are three groups of industrial products: materials and parts, capital items and supplies and services. Materials and parts are industrial goods that become a part of the buyers product, through further processing or as components. They include raw mat

34、erials and manufactured materials and parts.6.1 Product TypesRaw materials include farm products (wheat, cotton, livestock, fruits, and vegetables) and natural products (fish, timber, crude petroleum, and iron ore). Farm products are supplied by many small producers, which turn them over to marketin

35、g intermediaries that process and sell them. Natural products usually have great bulk and low unit value, and require a lot of transportation to move them from producer to user. They are supplied by fewer and larger producers, which tend to market them directly to industrial users.6.1 Product TypesM

36、anufactured materials and parts include component materials (iron, yarn, cement, wires) and component parts (small motors, tyres, castings). Component materials are usually processed furtherfor example, pig iron is made into steel, and yarn is woven into cloth. Component parts enter die finished pro

37、duct complete with no further change in form, as when Electrolux puts small motors into its vacuum cleaners and Volvo adds tyres to its automobiles. Most manufactured materials and parts are sold directly to industrial users. Price and service are the most significant marketing factors, and branding

38、 and advertising tend to be less important.6.1 Product TypesCapital items are industrial products that help in the buyers production or operations. They include installations and accessory equipment. Installations consist of buildings (factories, offices) and fixed equipment (generators, drill press

39、es, large computers, lifts). Because installations are substantial purchases, they are usually bought directly from the producer after a long decision period. Accessory equipment includes portable factory equipment and tools (hand tools, lift trucks) and office equipment (fax machines, desks). 6.1 P

40、roduct TypesThese products do not become a part of the finished product. They have a shorter life than installations and simply aid in the production process. Most sellers of accessory equipment use intermediaries because the market is spread out geographically, the buyers are numerous and the order

41、s are small.6.1 Product TypesSupplies and services are industrial products that do not enter the finished product at all. Supplies include operating supplies (lubricants, coal, computer paper, pencils) and repair and maintenance items (paint, nails, brooms). Supplies are the convenience goods of the

42、 industrial field because they are usually purchased with a minimum of effort or comparison.6.1 Product TypesBusiness services include maintenance and repair services (window cleaning, computer repair) and business advisory services (legal, management consulting, and advertising). These services are

43、 usually supplied under contract. Maintenance services are often provided by small producers, and repair services are often available from the manufacturers of the original equipment.6.1 Product Types DialoguesProductionDialogue 1A: How large is the plant?B: It covers an area of 75 000 square meters

44、.A: Its much larger than I expected. When was the plant set up?B: In the early 1990s. Well soon the 20 anniversary.A: Congratulations!B: Thank you.6.1 Product TypesA: How many employees do you have in this plant?B: 500. Were running on three shifts.A: Does the plant work with everything from the raw

45、 materials to the finished product?B: Our associates specializing in these fields make some accessories. Well, here were at the production shop. Shall we start with the assembly line? A: Thats fine.6.1 Product TypesDialogue 2A: It was very kind of you to give me a tour of the place. It gave me a goo

46、d idea of your product range.B: Its a pleasure to show our factory to our customers. Whats your general impression, may I ask?A: Very impressive, indeed, especially the speed of your NW Model.6.1 Product TypesB: Thats our latest development. A product with high performance. We put it on the market j

47、ust two months ago.A: The machine gives you an edge over your competitors, I guess.B: Certainly. No one can match us as far as speed is concerned.A: Could you give me some brochures for that machine? And the price if possible.B: Right. Here is our sales catalog and literature.A: Thank you. I think w

48、e may be able to work together in the future.6.2 Product Life Cycles CaseWill Tablets Close the Book on E-readers? The price war is on in the e-reader market as Barnes & Noble and A duel to increase market share for their Nook and Kindle devices, respectively. However, the larger question for these

49、companies is whether theres a future for e-readerswhich are designed mostly for reading books, newspapers and magazinesin a consumer world that is becoming more and more enamored of tablets that can do it all, say experts at Wharton.6.2 Product Life Cycles“The stand-alone e-reader may replace my boo

50、ks, but its likely to face tough competition from an iPad,” notes Eric Clemons, an operation and information management professor at Wharton.6.2 Product Life CyclesOn June 21, Barnes & Noble cut the price of its Nook e-reader to $199 from $259 and introduced a Wi-Fi only version for $149. Hours late

51、r, Amazon cut the price of its Kindle to $189 from $259. In early July, Sony joined the fray by cutting prices for its three e-readers, which now start at $149.99. The Kindle, Nook and Sony Reader are all devices that connect to online book stores allowing users to download digital content over a 3G

52、 wireless service, Wi-Fi or by downloading from a PC, and feature e-ink screens, which mimic the look of ordinary ink on paper.6.2 Product Life CyclesBased on market share, Amazon is considered to be the leader in the e-reader race followed by No.2 Sony, according to Forrester Research, which expect

53、s Amazon to sell about 3.5 million Kindles in 2010. The online retailer says that the device is its best selling product, but declines to offer specific sales figures. Barnes & Nobles Nook hit the market for the Christmas 2009 shopping season and the bookseller has promoted the device heavily in its

54、 bookstores. Both companies have retail partnerships with the likes of Target and Best Buy. Sony also has a sizeable distribution channel with those same partners. 6.2 Product Life CyclesMeanwhile, a bevy of other upstarts are targeting the e-reader market. Borders rolled out a device called the Kob

55、o this spring, and in June began a promotion that bundles the gadget, priced at $149, with a $20 gift card. News Corp. recently acquired Skiff, a Hearst-owned company that makes its own e-reader which has yet to surface in retail stores. At the time of the sale, News Corp. indicated that its interes

56、t was not in the e-reader device itself but in Skiffs content-delivery platform, which will allow the company to deliver media-rich journalism to tablets, smartphones, e-readers and netbooks. 6.2 Product Life CyclesThe elephant in the e-reader market is Apples iPad. Experts at Wharton say that the i

57、Pad, which has its own bookstore and an interface for reading digital books, reinvented the tablet PC market and forced e-readers into a corner. In the end, multifunction devices like the iPad, which allow users to play games, peruse their e-mail, create presentations and surf the Web in addition to

58、 reading books, may render e-readers obsolete.6.2 Product Life CyclesWhen Amazon introduced the Kindle in 2007, the device was meant to offer an experience that was like reading a book or magazinenothing more, nothing less. However, its unclear that consumers will continue to want a single function

59、device. “Look at the portfolio of things people do with an iPad. They move between Web surfing, books and entertainment,” says Peter Fader, a marketing professor at Wharton.6.2 Product Life CyclesAccording to experts at Wharton, e-readers are at best a niche market and at worst may soon become extin

60、ct. The one advantage e-readers have over the iPad is that they can be read easily in daylight due to the e-ink screens. “But how big of a market is that?” asks Fader. Karl Ulrich, an operation and information management professor at Wharton, says the current batch of e-readers has three advantages: