Product教学讲解课件

Outcome3UnderstandtheindividualelementsoftheextendedmarketingmixOutcome3Understandtheindivi1

Thefistpart---Product

Thefistpart---Product2contents1.Whatistheproduct?2.Productlinedecisionandproductmixdecision3.Productlifecycleandproductstrategy4.Brandstrategy5.Newproductdevelopmentcontents1.Whatistheproduct3ObjectivesBeabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.4ObjectivesBeabletodefineprObjectivesUnderstandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Knowbrandingstrategy5ObjectivesUnderstandhowfirms

DISCUSS:

Whatisaproduct?6

DISCUSS:6

一、Whatisaproduct?DefinitionsProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Productsincludetangibleobjects,suchascars,computersetc.Productsalsoincludeservices,events,persons,places,organizations,ideasoramixtureofthese7

一、Whatisaproduct?DefinitiServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.

E.g.airtravel,hotelservice.Product,serviceandexperiencesService8ThreelevelsofproductActualproductDesignPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorservice二、LevelsofProductandServicesQualityAugmentedproductThreelevelsofproductActual9三、Productcanbeclassifiedas:Consumerproductsconvenienceproductse.g.toothpaste,magazineshoppingproductsclothingandfurniturespecialtyproductsluxurygoodsUnsoughtproductslifeinsuranceIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:Suppliesandservice.Organizations,persons,places,andideas三、Productcanbeclassifiedas10ProductandServiceClassificationsOrganizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas11ProductandServiceClassificaCharacteristicsofConsumerProductsCharacteristicsofConsumerPr12WhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProducts

13WhatisaProduct?ConvenienceFWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandresellerTypesofConsumerProducts

14WhatisaProduct?ConvenienceLWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionbyproducersandresellersTypesofConsumerProducts

15WhatisaProduct?ConvenienceSWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertising

andpersonalsellingbyproducersandresellersTypesofConsumerProducts

16WhatisaProduct?ConvenienceLoverviewThedefinitionofProductsAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Productsincludetangibleobjects,alsoincludeservices,events,persons,places,organizations,ideasoramixtureoftheseLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications

convenience,shopping,specialtyandunsought17overviewThedefinitionofProdMarketersmakeproductandservicedecisionsatthreelevels:Individualproductdecisions,ProductlinedecisionsProductmixdecisionsMarketersmakeproductandser18ProductandServiceDecisionsIndividualProductProductLineProductMixProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservicesKeyDecisions19ProductandServiceDecisionsIProductandServiceDecisionsIndividualProductProductLine

ProductMixProductlinelength--ThenumberofitemsintheproductlineLinestretching:stretchitslinedownward,upwardorbothways.Linefilling:addingmoreitemswithinthepresentpricerangeKeyDecisions20ProductandServiceDecisionsILowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresentproductPresentproductPresentproductNewproductNewproductNewproductNewproductStretchingdownwardStretchingupwardStretchingbothwaysProductlinestretchingdecisionLowLowLowLowLowLowHighHighHigh21ProductandServiceDecisionsIndividualProductProductLineProductMixProductlinewidth:numberofdifferentproductlinescarriedbycompanyProductlinelengthtotalnumberofitemsacompanycarrieswithinitsproductlines.ProductlinedepthNumberofdifferentversionsofeachproductinthelineProductlineconsistencyKeyDecisions22ProductandServiceDecisionsIDISCUSS

P&Gcompany’sproductmixDISCUSS

P&Gcompany’sproduct23产品组合的广度、长度示意图产品线１产品线３产品线２产品线４Ｂ1型音响Ｄ1型洗衣机Ｃ1型电冰箱Ｄ3型洗衣机Ｄ2型洗衣机Ａ1型电视机Ａ2型电视机Ａ3型电视机Ａ4型电视机Ｂ2型音响Ｃ2型电冰箱Ｃ3型电冰箱产品项目＝宽度x深度产品线长度产品线宽度12/31/202224第七章产品策略产品组合的广度、长度示意图产品线１产品线３产品线２产品线４ＢBCG(BostonConsultingGroup)growth-sharematrix中文书P37ProblemchildCashCowstarDogBCG(BostonConsultingGroup)gr25ProductLifecycle(PLC)IntroductionTheproductistargettoaparticularmarketandintroducedtothatmarketGrowth

Theproductbecomeswell-knowninthemarketandsalesvolumeincreasesDeclineThevolumedeclinesasdemandfortheproductdeclinesorcompetitionincreases.MaturitySaleshitapeakthenbegintoleveloffasaresultofcompetitionfromnewandexistingproducts.ProductLifecycle(PLC)Introdu26TheCharacteristicsofProductLifeCycleTheCharacteristicsofProduct27BrandingStrategyThekeystrategiesforbuildingandmanagingproductandservicebrandBrandingStrategyThekeystr28Product教学讲解课件29DefinitionBrand:thedevicefordistinguishingaproductorservicefromallothers.Thismaybeaname,symboloranyotherdevicewhichisuniquetothecompanyandisitslegalentitlement.DefinitionBrand:30BrandingStrategyBrandsarepowerfulassetsthatmustbecarefullydeveloped/managed.Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition31BrandingStrategyBrandsarepoBrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentKeyDecisions32BrandStrategyBrandPositioninBrandpositioningBrandpositioningisoneofthetechniqueiscriticalindevelopingabrandleader.Eachbrandshouldhaveuniqueniche.Brandpositioning33Abrandisthecompany’spromisetodeliveraspecificsetoffeatures,benefits,servicesandexperiencesconsistentlytobuyers.Thebrandpromisemustbesimpleandhonest.Abrandisthecompany’spromi34BrandStrategyp268BrandPositioningBrandNameSelection

BrandSponsorshipBrandDevelopmentSelectionandprotectionGoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotectedKeyDecisions35BrandStrategyp268BrandPoBrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentNational(Manufacturer)brandsPrivate(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrownCo-brandingAdvantages/disadvantagesKeyDecisions36BrandStrategyBrandPositioninNationalbrandversus

storebrandsStorebrandsaregrowingmuchfasterthannationalbrandsRetailersoftenpricetheirstorebrandslowerthancomparablenationalbrands.Nationalbrandversus

storeb37Co-brandingThecombinedbrandscreatebroaderconsumerappealandgreaterbrandequity.Co-brandingcantakeadvantageofthecomplementarystrengthsoftwobrandsCo-brandingalsoallowsacompanytoexpanditsexistingbrandintoacategoryitmightotherwisehavedifficultyenteringalone.Limitations—ifsomethingdamagesthereputationofonebrand,itcantarnishtheco-brandaswell.Co-brandingThecombinedbrands38BrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentFourchoicestodevelopbrandLineextensionsMinorchangestoexistingproductsBrandextensionsSuccessfulbrandnameshelpintroducenewproductsMultibrandsMultipleproductentriesinaproductcategoryNewbrandsNewproductcategoryKeyDecisions39BrandStrategyBrandPositioninNewbrandsBrandextensionLineextensionMulti-brandsExistingNewNewExistingProductcategoryBrandmaneFourbrandstrategiesNewbrandsBrandextensionLine40LineExtensions

MayFeatureDifferent:BrandStrategyFlavorsColorsFormsIngredientsPackageSizes41LineExtensions

MayFeatureDLineextensionExtendinganexistingbrandnametonewforms,colors,sizes,ingredientsorflavorsofanexistingproductcategory.Low-cost,low-riskwaytointroducenewproduct.Risk–overextendedbrandnamemightlosesomeofitsspecificmeaningandcauseconsumerconfusion.---salesofextensionmaycomeattheexpenseofotheritemsinthelineLineextensionExtendinganexi42Theansoffgrowthmatrix

中文书P38Theansoffgrowthmatrix

中文书P43AtaglanceDefineproductandmajorclassificationsofproductsandservicesUnderstandingindividualproductdecisionsExplainthedecisionsofdevelopingproductlinesandmixesDefinethestepsinthenew-productdevelopmentprocessDescribethestagesoftheproductlifecycleAtaglanceDefineproductand44Whyafirmneednewproducts?NewproductsleadtosalesgrowthorstabilityofferdifferentialadvantagesRespondtoconsumerneedsRiskmaybelessenedthroughdiversityIncreaseprofitsandcontrolWhyafirmneednewproducts?N45结束语当你尽了自己的最大努力时，失败也是伟大的，所以不要放弃，坚持就是正确的。WhenYouDoYourBest,FailureIsGreat,SoDon'TGiveUp,StickToTheEnd结束语46谢谢大家荣幸这一路，与你同行It'SAnHonorToWalkWithYouAllTheWay演讲人：XXXXXX时间：XX年XX月XX日

谢谢大家演讲人：XXXXXX47Outcome3UnderstandtheindividualelementsoftheextendedmarketingmixOutcome3Understandtheindivi48

Thefistpart---Product

Thefistpart---Product49contents1.Whatistheproduct?2.Productlinedecisionandproductmixdecision3.Productlifecycleandproductstrategy4.Brandstrategy5.Newproductdevelopmentcontents1.Whatistheproduct50ObjectivesBeabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.51ObjectivesBeabletodefineprObjectivesUnderstandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Knowbrandingstrategy52ObjectivesUnderstandhowfirms

DISCUSS:

Whatisaproduct?53

DISCUSS:6

一、Whatisaproduct?DefinitionsProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Productsincludetangibleobjects,suchascars,computersetc.Productsalsoincludeservices,events,persons,places,organizations,ideasoramixtureofthese54

一、Whatisaproduct?DefinitiServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.

E.g.airtravel,hotelservice.Product,serviceandexperiencesService55ThreelevelsofproductActualproductDesignPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorservice二、LevelsofProductandServicesQualityAugmentedproductThreelevelsofproductActual56三、Productcanbeclassifiedas:Consumerproductsconvenienceproductse.g.toothpaste,magazineshoppingproductsclothingandfurniturespecialtyproductsluxurygoodsUnsoughtproductslifeinsuranceIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:Suppliesandservice.Organizations,persons,places,andideas三、Productcanbeclassifiedas57ProductandServiceClassificationsOrganizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas58ProductandServiceClassificaCharacteristicsofConsumerProductsCharacteristicsofConsumerPr59WhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProducts

60WhatisaProduct?ConvenienceFWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandresellerTypesofConsumerProducts

61WhatisaProduct?ConvenienceLWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionbyproducersandresellersTypesofConsumerProducts

62WhatisaProduct?ConvenienceSWhatisaProduct?ConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertising

andpersonalsellingbyproducersandresellersTypesofConsumerProducts

63WhatisaProduct?ConvenienceLoverviewThedefinitionofProductsAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.Productsincludetangibleobjects,alsoincludeservices,events,persons,places,organizations,ideasoramixtureoftheseLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications

convenience,shopping,specialtyandunsought64overviewThedefinitionofProdMarketersmakeproductandservicedecisionsatthreelevels:Individualproductdecisions,ProductlinedecisionsProductmixdecisionsMarketersmakeproductandser65ProductandServiceDecisionsIndividualProductProductLineProductMixProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservicesKeyDecisions66ProductandServiceDecisionsIProductandServiceDecisionsIndividualProductProductLine

ProductMixProductlinelength--ThenumberofitemsintheproductlineLinestretching:stretchitslinedownward,upwardorbothways.Linefilling:addingmoreitemswithinthepresentpricerangeKeyDecisions67ProductandServiceDecisionsILowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresentproductPresentproductPresentproductNewproductNewproductNewproductNewproductStretchingdownwardStretchingupwardStretchingbothwaysProductlinestretchingdecisionLowLowLowLowLowLowHighHighHigh68ProductandServiceDecisionsIndividualProductProductLineProductMixProductlinewidth:numberofdifferentproductlinescarriedbycompanyProductlinelengthtotalnumberofitemsacompanycarrieswithinitsproductlines.ProductlinedepthNumberofdifferentversionsofeachproductinthelineProductlineconsistencyKeyDecisions69ProductandServiceDecisionsIDISCUSS

P&Gcompany’sproductmixDISCUSS

P&Gcompany’sproduct70产品组合的广度、长度示意图产品线１产品线３产品线２产品线４Ｂ1型音响Ｄ1型洗衣机Ｃ1型电冰箱Ｄ3型洗衣机Ｄ2型洗衣机Ａ1型电视机Ａ2型电视机Ａ3型电视机Ａ4型电视机Ｂ2型音响Ｃ2型电冰箱Ｃ3型电冰箱产品项目＝宽度x深度产品线长度产品线宽度12/31/202271第七章产品策略产品组合的广度、长度示意图产品线１产品线３产品线２产品线４ＢBCG(BostonConsultingGroup)growth-sharematrix中文书P37ProblemchildCashCowstarDogBCG(BostonConsultingGroup)gr72ProductLifecycle(PLC)IntroductionTheproductistargettoaparticularmarketandintroducedtothatmarketGrowth

Theproductbecomeswell-knowninthemarketandsalesvolumeincreasesDeclineThevolumedeclinesasdemandfortheproductdeclinesorcompetitionincreases.MaturitySaleshitapeakthenbegintoleveloffasaresultofcompetitionfromnewandexistingproducts.ProductLifecycle(PLC)Introdu73TheCharacteristicsofProductLifeCycleTheCharacteristicsofProduct74BrandingStrategyThekeystrategiesforbuildingandmanagingproductandservicebrandBrandingStrategyThekeystr75Product教学讲解课件76DefinitionBrand:thedevicefordistinguishingaproductorservicefromallothers.Thismaybeaname,symboloranyotherdevicewhichisuniquetothecompanyandisitslegalentitlement.DefinitionBrand:77BrandingStrategyBrandsarepowerfulassetsthatmustbecarefullydeveloped/managed.Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition78BrandingStrategyBrandsarepoBrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentKeyDecisions79BrandStrategyBrandPositioninBrandpositioningBrandpositioningisoneofthetechniqueiscriticalindevelopingabrandleader.Eachbrandshouldhaveuniqueniche.Brandpositioning80Abrandisthecompany’spromisetodeliveraspecificsetoffeatures,benefits,servicesandexperiencesconsistentlytobuyers.Thebrandpromisemustbesimpleandhonest.Abrandisthecompany’spromi81BrandStrategyp268BrandPositioningBrandNameSelection

BrandSponsorshipBrandDevelopmentSelectionandprotectionGoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotectedKeyDecisions82BrandStrategyp268BrandPoBrandStrategyBrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopmentNational(Manufacturer)brandsPrivate(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrownCo-brandingAdvantages/disadvantagesKeyDecisions83BrandStrategyBrandPositioninNationalbrandversus

storebrandsStorebrandsaregrowingmuchfasterthannationalbrandsRetailersoftenpricetheirstorebrandslowerthancomparablenationalbrands.Nationalbrandversus

storeb84Co-brandingThecombinedbrandscreatebroaderconsumerappealandgreaterbrandequity.Co-brandingcantakeadvantageofthecompleme