产品策略双语

ProductChapter70LearningGoalsUnderstandproductsandthemajorclassificationsofproductsandservicesLearnthedecisionscompaniesmakeregardingtheirproductsandservicesUnderstandbrandingstrategyIdentifythefourcharacteristicsthataffectthemarketingofaserviceRealizeadditionalproductissues1Definitions

定义Product产品Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.任何能够提供到市场供关注、获得、使用或消费，并可以满足需要或欲望的东西。Goal1:Understandproductsandtheirclassifications2Products,Services,andExperiences产品、服务和体验MarketofferingsmayconsistofacombinationofgoodsandservicesExperiencesareusedtodifferentiateofferingsWhatisaProduct?3product=tangiblegood+service产品＝实体＋服务4服务营销5利益效用包装商标

品牌包装运送设计保证质量核心产品Corebenefit形式产品Actualproduct附加产品AugmentedproductLevelsofProductandServices产品和服务的层次安装担保售后服务6课堂研讨产品整体概念对指导企业营销管理有何启示？7整体产品对营销管理的意义体现了以顾客为中心的现代营销观念。为企业开发适合消费者需要的有形与无形产品、挖掘新的市场机会提供了新的思路。给企业产品开发设计提供了新的方向。为企业的产品差异化提供了新的线索。整体产品概念要求企业重视各种售后服务。8ProductandServiceClassifications

产品和服务的分类Consumerproducts消费品Industrialproducts工业品Goal1:Understandproductsandtheirclassifications9WhatisaProduct?Convenience便利品品ShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications10WhatisaProduct?ConvenienceShopping选购品SpecialtyUnsoughtLessfrequentpurchasesMoreshoppingeffortforcomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications11WhatisaProduct?ConvenienceShoppingSpecialty特殊品UnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionsTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications12WhatisaProduct?ConvenienceShoppingSpecialtyUnsought非渴求品Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandpersonalsellingbyproducersandresellersTypesofConsumerProductsGoal1:Understandproductsandtheirclassifications13Industrialproducts工业品Materialsandparts材料和部件件Capitalitems资本项目Suppliesandservices供应品和服服务Goal1:UnderstandproductsandtheirclassificationsWhatisaProduct?14Organizations,persons,places,andideas组织、人物物、地点和和创意OrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingpromotesideasGoal1:UnderstandproductsandtheirclassificationsWhatisaProduct?15Marketersmakeproductandservicesdecisionsatthreelevels:individualproductdecisions,productlinedecisions,andproductmixdecisions.ProductDecisions产品决策16WidthDepthP＆G的产品组合合清洁剂牙膏香皂纸尿布洗发水碧浪高露洁玉兰油帮宝适飘柔汰渍佳洁士舒服佳激爽海飞丝潘婷沙宣

2023/1/11717IndividualProduct单个产品决决策ProductLineProductMixProductattributes产品属性Branding品牌Packaging包装Labeling标签Productsupportservices产品支持服服务KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts18ProductlineAgroupofproductsthatarecloselyrelatedbecausetheymay:functioninasimilarmannerbesoldtothesamecustomergroups,bemarketedthroughthesametypesofoutletsfallwithingivenpricerangesKeyDecisionsIndividualProductProductLine产品线决决策ProductMixGoal2:Learndecisionscompaniesmakeregardingproducts19IndividualProductProductLine产品线决策策ProductMixProductlinelength产品线长度度———产品线上项项目的数量量Linestretching产品线扩展展向下延伸向上延伸双向延伸Filling产品线填补补KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts20IndividualProductProductLineProductMix产品组合决决策ProductmixProductassortment产品集Consistsofalltheproductlinesanditemsthataparticularselleroffersforsale由一个销售售者提供或或出售的所所有产品线线和产品项项目组成KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts21IndividualProductProductLineProductMix产品组合决决策Productmixwidth产品组合宽宽度:NumberofdifferentproductlinescarriedbycompanyProductmixdepth产品组合深深度:NumberofdifferentversionsofeachproductinthelineProductmixConsistency产品组合黏黏度KeyDecisionsGoal2:Learndecisionscompaniesmakeregardingproducts22ProductLife-CycleStrategies23产品生命周周期（Productlifecycle，缩写为PLC）是指某产产品从进入入市场到被被淘汰退出出市场的全全部运动过过程，受需需求与技术术的生命周周期的影响响。24ProductLife-CycleIntroduction导入Growth成长Maturity成熟Decline衰退TimeProfitsSalesSalesandprofits25教学引例请描述时尚尚产品的生生命周期曲曲线及其特特点？26PLCofFads时尚产品来也匆匆去也匆匆时间销售额27OtherstylesofPLCSalesTimeStyles风格Fashions流行SalesTime28手表机械手表电子表石英表上海表课堂研讨2手表、机械械手表与““上海”牌牌机械表，，请问谁的的生命更长长？29产品种类、、品种和品品牌的生命命周期产品种类：：手表产品品牌：：上海牌产品品种：：电子表销售量时间30课堂思考1请分析说明明下列产品品分别处于于PLC的哪个阶段段？导入期成长期成熟期衰退期家用汽车汽车电话计算机电视机打字机传呼机31ProductdevelopmentIntroductionGrowthMaturityDeclineLowsalesHighcostpercustomeracquiredNegativeprofitsInnovatorsaretargetedLittlecompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies产品生命周周期策略32MarketingStrategies:

IntroductionStageProduct––OfferabasicproductPrice–Usecost-plusbasistosetDistribution––BuildselectivedistributionAdvertising––Buildawarenessamongearlyadoptersanddealers/resellersSalesPromotion––HeavyexpenditurestocreatetrialGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle33ProductdevelopmentIntroductionGrowthMaturityDeclineRapidlyrisingsalesAveragecostpercustomerRisingprofitsEarlyadoptersaretargetedGrowingcompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies产品生命周周期策略34MarketingStrategies:

GrowthStageProduct–Offerproductextensions,service,warrantyPrice––PenetrationpricingDistribution––BuildintensivedistributionAdvertising––BuildawarenessandinterestinthemassmarketSalesPromotion––ReduceexpenditurestotakeadvantageofconsumerdemandGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle35ProductdevelopmentIntroductionGrowthMaturityDeclineSalespeakLowcostpercustomerHighprofitsMiddlemajorityaretargetedCompetitionbeginstodeclinePLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies产品生命命周期策策略36MarketingStrategies:MaturityStageProduct–DiversifybrandandmodelsPrice––SettomatchorbeatcompetitionDistribution––BuildmoreintensivedistributionAdvertising––StressbranddifferencesandbenefitsSalesPromotion––IncreasetoencouragebrandswitchingGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle37ProductdevelopmentIntroductionGrowthMaturityDeclineDecliningsalesLowcostpercustomerDecliningprofitsLaggardsaretargetedDecliningcompetitionPLCStagesGoal4:RealizehowmarketingstrategieschangeduringtheproductlifecycleProductLife-CycleStrategies产品生命命周期策策略38MarketingStrategies:DeclineStageProduct–PhaseoutweakitemsPrice––CutpriceDistribution––Useselectivedistribution:phaseoutunprofitableoutletsAdvertising––Reducetolevelneededtoretainhard-coreloyalistsSalesPromotion––ReducetominimallevelGoal4:Realizehowmarketingstrategieschangeduringtheproductlifecycle39PLC各各阶段的的特征导入期成长期成熟期衰退期销售量低剧增最大衰退销售速度缓慢快速减慢负增长成本高一般低回升价格高回落稳定回升利润亏损提升最大减少顾客创新者早期使用者中间多数落伍者竞争很少增多稳中有降减少营销目标建立知名度鼓励试用最大限度地占有市场保护市场争取最大利润压缩开支榨取最后价值2023/1/14040PLC的启启示示课堂堂思思考考2请您您对对PLC理论论的的观观点点发发表表自自身身的的评评价价意意见见。。41积极极作作用用居安安思思危危，，保保持持清清醒醒成功功无无限限，，永永远远创创新新明确确特特点点，，应应对对挑挑战战预测测市市场场，，掌掌握握先先机机消极极作作用用理论论抽抽象象界限限模模糊糊指导导滞滞后后42没有有永永远远的的““蜜蜜月月””，，只只有有磕磕磕磕绊绊绊绊的的岁岁月月!产品品的的生生命命应应该该掌握握在在营营销销者者自自己己的的手手。时时间间上上，，从从今今天天看看明明天天；；产产品品上上，，不不断断整整合合创创新新；；策策略略上上，，明明确确所所处处阶阶段段，，调调整整营营销销组组合合；；管管理理上上，，认认可可规规律律，，挑挑战战自自我我。。只只有有如如此此，，企企业业的的产产品品才才能能永永葆葆青青春春，，永永远远靓靓丽丽!43NewProductDevelopment新产品品开发发44NewProductDevelopment新产品品开发发Developmentoforiginalproducts,productimprovements,productmodifications,andnewbrandsthroughthefirm’’sownR&Defforts.公司通通过自自主研研发努努力开开发独独创的的产品品、改改善和和调整整原有有产品品的属属性和和创立立新品品牌。。Goal1:Learnhowcompaniesfind&developnew-productideas45新产品品的概概念及及种类类新产品品是指对对营销销组织织者来来说，，在功功能、、形态态上得得到改改进或或与原原有产产品有有一定定的差差异的的产品品。包包括以以下六六种基基本类类型：：新产品品新产品品线现有产产品线线的增增补产产品现有产产品的的改进进或更更新再定位位降低成成本推推广到到新的的目标标市场场46Newproductscanbeobtainedviaacquisitionordevelopment.Newproductssufferfromhighfailurerates.Severalreasonsaccountforfailure.Goal1:Learnhowcompaniesfind&developnew-productideas47营销策略创意生生成创意筛选概念形形成和测试试商业分析产品开发市场测试商品化化NewProductDevelopmentStrategy新产品品开发发战略略48Stage1:IdeaGeneration创意生生成Internalideasources内部创创意:R&DExternalideasources外部部创创意意:Customers,competitors,distributors,suppliersGoal2:Understandstepsinthenew-productdevelopmentprocess49Stage2:IdeaScreening创意意筛筛选选ProductdevelopmentcostsincreasesubstantiallyinlaterstagessopoorideasmustbedroppedIdeasareevaluatedagainstcriteria;mostareeliminatedGoal2:Understandstepsinthenew-productdevelopmentprocess50Stage3:ConceptDevelopmentandTesting概念念开开发发和和测测试试Conceptdevelopmentcreatesadetailedversionoftheideastatedinmeaningfulconsumerterms.概念念开开发发Concepttestingaskstargetconsumerstoevaluateproductconcepts.概念念测测试试Goal2:Understandstepsinthenew-productdevelopmentprocess51Stage4:MarketingStrategyDevelopment营销策略发展展Thetargetmarket,productpositioning,andsales,share,andprofitgoalsforthefirstfewyears.Productprice,distribution,andmarketingbudgetforthefirstyear.Long-runsalesandprofitgoalsandthemarketingmixstrategy.Goal2:Understandstepsinthenew-productdevelopmentprocess52Stage5:BusinessAnalysis商业分析Sales,cost,andprofitprojectionsStage6:ProductDevelopment产品开发PrototypedevelopmentandtestingGoal2:Understandstepsinthenew-productdevelopmentprocess53Stage7:TestMarketing市场测试Standardtestmarkets标准市场测试试法Controlledtestmarkets控制市场测试试法Simulatedtestmarkets模拟市场测试试法Stage8:Commercialization商品化Goal2:Understandstepsinthenew-productdevelopmentprocess54新产品的特征征与市场扩散散新产品的相对对优点新产品的适应应性新产品的简易易性新产品的认知知性55购买行为与市市场扩散——罗杰斯模式认知→兴趣→→评价→试用用→正式采用用落伍者16%晚期多数型34%早期多数型34%早期采用者创新者13.5%2.5%激光唱机（CDPlayer）的扩散采用用过程569、静夜夜四无无邻，，荒居居旧业业贫。。。1月-231月-23Sunday,January1,202310、雨中黄黄叶树，，灯下白白头人。。。20:56:4420:56:4420:561/1/20238:56:44PM11、以我独独沈久，，愧君相相见频。。。1月-2320:56:4420:56Jan-2301-Jan-2312、故人人江海海别，，几度度隔山山川。。。20:56:4420:56:4420:56Sunday,January1,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月月-231月月-2320:56:4420:56:44January1,202314、他乡生生白发，，旧国见见青山。。。01一一月20238:56:44下午午20:56:441月-2315、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。。一月月238:56下下午午1月月-2320:56January1,202316、行动动出成成果，，工作作出财财富。。。2023/1/120:56:4420:56:4401January202317、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。8:56:44下午8:56下下午20:56:441月-239、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。1月月-231月月-23Sunday,January1,202310、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。20:56:4420:56:4420:561/1/20238:56:44PM11、成功就就是日复复一日那那一点点点小小努努力的积积累。。。1月-2320:56:4420:56Jan-2301-Jan-2312、世间成成事，不不求其绝绝对圆满满，留一一份不足足，可得得无限完完美。。。20:56:4520:56:4520:56Sunday,January1,202313、不知香积寺寺，数里入云云峰。