IMAR产品与品牌策略

课前复习问答1.收购和创建是跨国公司对外投资的两种方式，与收购相比，创建这种方式的优点是（）

A.有利于迅速市场

B.有利于扩大经营范围

C.有利于管理

D.失败率低2.由国际营销公司通过新建或兼并某个当地公司来实现进入国际市场的模式是()A.出口打入模式B.合同打入模式C.特许打入模式

D.投资打入模式3.与许可贸易具有相似之处的国际市场进入模式是（）A．管理合同 B．合同制造C．间接出口 D．特许经营4.针对有形商品的国际市场打入模式，一般主要采用()A．独资打入B.合资打入C.合同打入D.出口打入5.特许经营比较适合哪种产业?(

)A．汽车B.高新技术C.服务D.纺织6.被许可方有权允许第三方在规定地域内使用其购得的技术，这种交易属于()A．独占许可协议B.排他许可协议C.普通许可协议D.可转让许可协议7.Directinternationalinvolvementhasasaresultwhichofthefollowing?A.ThecompanyisexposedtolessriskthanifitusedmiddlemenB.ThecompanyhasgreatercontrolovermarketingstrategiesC.Thecompanyfacesgreaterriskinthemarket8.Licensingisaninternationalentrymodethatpresentslessrisktothecompanybutoffersmorecontrolthanexporting.9.Whichofthefollowingisareasonforthefailureofjointventures?A.NaturaldisastersB.PoorperformancebyapartnerC.PartnersbecomingcompetitorsInternationalMarketingPART-3:PRODUCT&BRANDDECISION

我们的经营模式是，抓住机遇，靠研究开发的高投入获得产品技术和性能价格比的领先优势，通过大规模的席卷式的市场营销，在最短的时间里形成正反馈的良性循环，充分获取“机会窗”的超额利润。不断优化成熟产品，驾驭市场上的价格竞争，扩大和巩固在战略市场上的主导地位。我们将按照这一经营模式的要求建立我们的组织结构和人才队伍，不断提高公司的整体运作能力。

在设计中构建技术、质量、成本和服务优势，是我们竞争力的基础。日本产品的低成本，德国产品的稳定性，美国产品的先进性，是我们赶超的基准。《华为基本法》第二十二条1Whatisaproduct?2Productstrategies3BrandingstrategiesIninternationalmarketWhatisaproduct?Product:anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Good,service,orideaTangibleattributesandintangibleattributesMarketperceivedqualityPerformancequality市场感知质量性能质量Iso9000ChinaCompulsoryCertification

/ISO9000/Index.html

1.Qualitythemarket-perceivedqualityattributesareembeddedinthephysicalorcoreproductandalltheadditionalfeaturestheconsumerexpects;所谓顾客感知质量，是指顾客按自己对产品的使用目的和需求状况，综合分析市场上各种经由正式或非正式途径获得的相关信息，对一种产品或服务所做的抽象的主观的评价。

产品质量是设计出来的如果先天设计不好，怎么造也造不好！制造工艺弥补不了设计的缺陷！！

产品质量先天基因后天培养70-80%来源于设计20-30%来源于制造CoreBenefitorServicePackagingFeaturesStylingBrandNameQualityInstallationAfter-saleServiceDelivery&CreditWarrantyAugmentedProductCoreProductActualProduct2.ProductLevels案例：：暴风风播放放器的的核心心产品品无联网网上流流传着着300多种视视频格格式，，光RM格式就就有28个以上上的衍衍生格格式。。能够播播放！！！2007年4月推出出的暴暴风影影音2.0能够播播放189种格式式。下下载使使用率率排在在第三三位。。产品整整体的的层次次ExpectedproductPotentialproduct3.Local,National,InternationalandGlobalProductsLocalproductsareofferedinaportionofanationalmarketorasinglenationalMarketInternationalproductsareofferedinmultinational,regionalmarketsGlobalproductsareofferedintheglobalmarket.Theyareinternationalandmulti-regionalProductstrategiesProductmixNewproductInternationalproductlifecycle1.ProductmixProductline(产品线线)Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.ProductMix(productassortment)(产品组组合):thesetofallproductlinesanditemsaparticularselleroffersforsale.产品线:又叫产品品品类，指一一组相似或或相近的产产品项目，，或叫密切切相关的一一组产品产品项目:指在同一产产品线内各各种不同品品种、规格格、质量、、形式、颜颜色和价格格的具体产产品ProductmixwidthdepthconsistencylengthExpansion扩张:向上\向下\双向延伸,填补产品线线空隙Contraction缩减优点?风险?Mordern现代化:革新产品线线中的产品品宽度长度深度关联度产品组合中中所拥有的的产品线的的数目产品线中每每一产品项项目有多少少品种产品组合中中产品项目目的总数各条产品线线在最终用用途、生产产条件、分分销渠道或或者其它方方面相互关关联的程度度。产品组合可可以用四个个度来表达达：P&G公司的产品品组合产品组合的宽度产品线长度清洁剂牙膏条状肥皂纸尿布纸巾象牙雪1930格利1952象牙1879帮宝适1961媚人1928德来夫特1933佳洁士1955柯克斯1885露肤1976粉扑1960汰渍1946

洗污1893

旗职1982快乐1950

佳美1926

绝顶1100’s1992奥克雪多1914

香味

德希1954

保洁净1963

波尔德1965

海岸1974

圭尼1966

玉兰油1993

伊拉1972

产品组合的的宽度：5条产品线产品组合的的长度：总总长度为25个品种，平平均每条产产品线5个品种产品组合的的深度：佳佳洁士品牌牌有3个规格，每每个规格两两种口味，，则其产品品组合深度度是6。产品组合的的意义?2.WhatisanewProduct?anyproductofferthatconsumerregardasanadditionaltotheiravailablechoicecanberegardedasa‘‘newproduct’.NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarketNewproductsThedevelopmentoforiginalproductsproductimprovementsproductmodificationsnewbrandsthroughthefirm’sownR&DeffortsBusinessanalysisIdeagenerationMarketingstrategydevelopmentIdeascreeningConceptdevelopmentandtestingProductdevelopmentTestmarketingCommercializationNewProductDevelopmentProcessthesignificanceofnewproducttothecompany?3.InternationalproductlifecycleTheproductlifecycleillustratesacomplexrelationshipbetweentheproductlifestagesandinternationaltradeandinvestmentactivitycharacteristicofeachstage.(RaymondVernon)Introduction;Growth;Maturity;Decline.ProductdevelopmentstageIntroductionGrowthMaturityDeclineSales&ProfitsLosses--investment0SalesProfitsProductLife-Cycle

IntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductLife-CycleCharacteristics

IntroductionCreateproductawareness&trialGrowthMaximizemarketshareMaturityMaximizeprofitwhiledefendingmarketshareDeclineReduceexpenditure&milk榨取thebrandProductLife-CycleMarketingObjectives

IntroductionGrowthMaturityDeclineProductOfferabasicproductOfferproductextensions,service,warrantyDiversifybrandandmodelsPhaseout逐步淘汰weakitemsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricesDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsProductLife-CycleStrategies

IntroductionGrowthMaturityDeclineAdvertisingBuildawarenessamongearlyadoptersanddealersBuildawarenessandinterestinthemassmarketStressbranddifferences&benefitsReducetolevelneededtoretainhard-core中坚的loyalsSalespromotionUseheavysalespromotiontoentice诱使trialReducetotakeadvantageofheavyIncreasetoencouragebrandswitchingReducetominimallevelProductLife-CycleStrategies(Contd.)MNCManufacturesProductinDevelopedCountries;ExportstoDevelopingCountriesMNCMovesProductiontoDevelopingCountry;BeginsImportingtoHomeCountryDevelopingCountryCompetitorExportsProductToMNCHomeCountry;CompeteswithMNCImportsDevelopingCountryMarketsRemainViableTargetMarketsforMNC;MNCHomeCountryMarketIsDiminishingSalesIntroductionandGrowthStages:EarlyMaturity:LateMaturityDeclineTimeTheInternationalProductLifeCycleThesignificancetothecompany’soperation?Howtoprolongtheproductlifecycle?Brandingstrategies1.Brand:aname,term,sign,symbol,designoracombinationofthese,intendedtoidentifythegoodsorservicesandtodifferentiatethemfromthoseofcompetitors.TangibleAttributesProductPackagingLabelingFunctionalbenefitsIntangibleAttributesEmotionalbenefitsValuesCultureImageAttributesofaBrandBrandimage:perceptionsaboutabrandasreflectedbybrandassociationsthatconsumersholdintheirmemories.Brandequity:representsthetotalvaluethataccruestoaproductasaresultofacompany’scumulativeinvestmentsinthemarketingofthebrand.Highawareness&loyalty;moreleverage影响力inbargainingwithresellersAbletochargeapremiumonproductHighercredibility&mucheasierproductline&brandextensionsMoredefenseagainstpricecompetitionCompetitiveAdvantagesofaBrandBrandPositioningAttributes,Benefits,Beliefs&valuesBrandNameSelectionBrandSponsorshipManufacturer’’sbrandPrivatebrandLicensingCo-brandingBrandDevelopmentLineextensionsBrandextensionsMultibrandsNewbrands2.BrandingDecisionsProductCategoryBrandNameExistingExistingNewNewMultibrandsNewbrandsLineextensionBrandextensionBrandDevelopment(品牌发展展)品牌决策策路径、、层次与与内容是否应为为该产品品制定一一个品牌牌由谁来使使用该品品牌每一个产产品应采采用个别别品牌还还是家族族品牌应采用何何种品牌牌决策品牌是否否需要再再定位用品牌不用品牌牌制造商品品牌私人品牌牌许可品牌牌合作品牌牌个别品牌牌名称通用的家家族品牌牌名称个别的家家族品牌牌名称公司（个个别）品品牌名称称产品线扩扩展品牌延伸伸多品牌新品牌再定位不需再定定位品牌化决决策品牌使用用者决策策品牌名称称决策品牌战略略决策品牌再定定位决策策PerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesSuchperceptionscontributetothecountry-of-origineffect;theybecomepartofabrand’simageandcontributetobrandequity.Thisisparticularlytrueforautomobiles,electronics,fashion,beer,recordedmusic,andcertainotherproductcategories.3.CountryofOriginasBrandElementCompaniespaymillionstoprotectbrandnamesfromdilution.Counterfeitinginvolvestheunauthorizedcopyingofbrandsandsellingthemasoriginals.TypesofCounterfeiting:Designcounterfeiting:Copyingdesignsorscents踪迹,whichisverycommonandlessriskfreesincecompaniescannotbeprosecuted被起诉诉.Brand-namecounterfeiting:Sellingcounterfeitproductsasoriginalproducts4.ProtectingBrandNameswhyandhowtoprotect?PackingandproductwarrantyEco-packing,labeling,aestheticsExpresswarrantyIninternationalmarkets1.Standardization&adaptationGlobal/regionalstandardizationMandatory/non-mandatoryadaptationGloballocalizationGlobalbrandingwithlocalizedmarketingadaptationtodifferencesinlocalculture,productioncapabilities,governmentalrestrictions,etc.Extension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket2.Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingProductSameDifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtensionGlobalProductPlanning:StrategicAlternativesStrategy1:Product/CommunicationExtensionorDualExtensionCompanysellsexactlythesameproductorservicewiththesameadvertisingasusedinthehomecountryCompanyassumesthatallmarketsarealikeDoesnotworkinallmarketsOftenusedbecauseitsavescostsStrategy2:ProductExtension,CommunicationsAdaptationIftheproductservesdifferentneedsinvariouscountries,onlymarketingcommunicationmayhavetobeadaptedAdaptationcanhappenbydesignoraccidentCheapimplementationbecauseproductdoesnotchangeStrategy3:ProductAdaptation,CommunicationExtensionProductisadaptedtothenewmarket,butbasichomemarketcommunicationstrategyremainsunchangedProductisadaptedtotheenvironmentandthepreferencesoftheconsumersinthenewmarketStrategy4:Product/CommunicationAdaptationorDualAdaptationUsingDualAdaptationthecompanymustadapttheproductorserviceaswellasthemarketingcommunicationtotheforeignmarketStrategy5:ProductInventionDemandingbutpotentiallyrewardingstrategyforreachingmassmarketsinLDCsProductqualityisessentialbutmustbesupportedwithimaginative,value-creatingadvertising&marketingcommunicationHowtoChooseaStrategyTheproductitselfThemarketAdaptationandmanufacturingcosts延伸阅读余鑫炎主编.品牌战略与决决策(第2版).东北财经大学学出版社,2012(1)(意)勒娜特·莫尔霍著.阿玛尼传奇:挚爱一人优优雅一生.中国经济出版版社,2012艾铁成(等著).品牌帝国:宝洁中国商战战传奇.中国经济出版版社,2012邱成军,洪涛编著.品牌的力量:北京十大商业业品牌经典案案例.经济管理出版版社2011本章小结产品层次,产品质量的内内涵产品组合及其其战略新产品的概念念及其表现产品生命周期期不同阶段的的特征、目标标及战略，国国际产品生命命周期阶段品牌的特征、、优势、决策策、保护及原原产地效应产品-促销组合战略略9、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Wednesday,January4,202310、雨中黄黄叶树，，灯下白白头人。。。20:40:1020:40:1020:401/4/20238:40:10PM11、以我独沈久久，愧君相见见频。。1月-2320:40:1020:40Jan-2304-Jan-2312、故故人人江江海海别别，，几几度度隔隔山山川川。。。。20:40:1020:40:1020:40Wednesday,January4,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2320:40:1020:40:10January4,202314、他乡生白白发，旧国国见青山。。。04一月月20238:40:10下下午20:40:101月-2315、比不了得就就不比，得不不到的就不要要。。。一月238:40下下午1月-2320:40January4,202316、行动出成果果，工作出财财富。。2023/1/420:40:1020:40:1004January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。8:40:10下下午8:40下下午20:40:101月-239、没有失失败，只只有暂时时停止成成功！。。1月-231月-23Wednesday,January4,202310、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。20:40:1020:40:1020:401/4/20238:40:10PM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。1月-2320:40:1020:40Jan-2304-Jan-2312、世间成事，