市场营销英文roduc Sraegy

ProductStrategyProductStrategyDefinition:ProductAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Thiscaninclude:physicalgoods,services,experiences,events,places,properties,organizations,information,andideas.ProductStrategyCustomersusuallyjudgeproductsonthreecriteria:ProductfeaturesandqualityServicesmixandqualityPriceappropriatenessProductStrategyCustomerValueHierarchy:Whenproductsaredeveloped,fivelevelsofvalueoftenareconsidered:CorebenefitBasicproductExpectedproductAugmentedproductPotentialproductProductStrategyCorebenefit:product’sfundamentalserviceorbenefitoffered.Basicproduct:productderivedfromthecorebenefit.Expectedproduct:productwithallofitsattributesandconditionsexpectedbycustomers.Augmentedproduct:productwithallofitsattributesandconditionsthatexceedcustomerexpectations.Potentialproduct:productduringandafteralloftheaugmentationsandtransformationsthatmightoccurinthefuture.ProductStrategyProductClassifications:Marketersusuallyclassifyproductsonthebasisofthreecharacteristics:DurabilityTangibilityConsumer/industrialuseProductStrategyDurability:product’susefullife.Tangibility:aproduct’sdegreeofsubstantive-nessConsumer/Industrialuse:whousesit,consumersorbusinessesProductStrategyOtherimportantmarketingconsiderationsinclude:PackagingLabelingWarrantiesandguaranteesProductStrategyPackaging:Severalfactorshavehelpedpackagingbecomeimportanttomarketers.Theyinclude:Self-servicenaturalofmostretailstoresConsumeraffluenceandthewillingnesstopayalittlemoreTheimportanceofcompanybrandsandimagesOpportunitytoinnovateProductStrategyPackagingmustachieveanumberofobjectives,including:IdentifythebrandCommunicatedescriptiveandpersuasiveinfoFacilitateproducttransportationandprotectionAssistinhomestorageAidinproductconsumptionProductStrategyAllpackagingelementsmustfitproductpricing,advertising,andothermarketingactivities.Testingpackagingelementsbeforemakingtheproductavailableforsalehasbecomeanormalandnecessaryactivityforbusinesses.ProductStrategyLabeling:Allpackagedproductsrequirelabels.Labelsperformseveralimportantfunctions:Identifytheproductand/orbrandDescribetheproductPromotetheproductProductStrategyLabelsusuallyarenoteternal.Asgenerationspassandsocietieschange,labelsoftenneedtochangedorupdatedinordertocontinueattractingcustomers.ProductStrategyWarrantiesandguarantees:Awarrantyisaformalstatementofexpectedproductperformancebythemanufacturer.Theyarelegallyenforceable.Aguaranteeisapromisetoreduceperceivedriskandprovideassurancethattheproductisdependable.ProductStrategyOfferingwarrantiesandguaranteescanhelpmarketaproduct.Ifextraorextendedwarrantiesareofferedinexchangeforasmallfee,theycanbeprofitabletoo.However,becareful.Overpromisingandunderdeliveringthroughwarrantiesandguaranteescanbeabigmoneyloser.ProductStrategyNewProductsWhatisanewproductforacompany?Itisaproductthathasbeenacquiredfromanothercompanyordevelopedbythecompanyitself.ProductStrategyNewProducts:SixCategoriesNew-to-the-worldproductsNewproductlinesAdditionstoexistingproductlinesImprovementsandrevisionstoexistingproductsRe-positioningCostreductionsProductStrategyMostnewproductsfail.Reasons:Market/marketingfailure(smallsizeofthepotentialmarket,noclearproductdifferentiation,poorpositioning,misunderstandingofcustomerneeds)Financialfailure(lowinvestmentreturn)Timingfailure(toolateortooearly)Technicalfailure(productdidnotwork,baddesign)Organizationalfailure(didnotfitwellwithorganizationalculture,lackofsupport)Environmentalfailure(governmentregulations,macroeconomicfactors)ProductStrategyNewproductdevelopment,stages:IdeagenerationIdeascreeningConceptdevelopmentandtestingMarketingstrategydevelopmentBusinessanalysisProductdevelopmentMarkettestingCommercializationProductStrategyMostproductshavelifespans,meaningtheycanbemarketableforweeksordecades,butatacertainpointintimeinthefutureconsumerswillnolongerbeinterestedintheproductandbuyit.Theselifespansoftenarereferredtoastheproductlifecycle.Howacompanypositionsanddifferentiatesaproductduringthislifespanshouldchangeovertime,dependingatwhichlifecyclestagetheproducthasentered.ProductStrategyProductLifeCycleStages:IntroductionstageGrowthstageMaturitystageDeclinestageProductStrategyAproduct’slifecyclestageoftenwillhelpdeterminewhatwouldbethebestmarketingobjectivesandstrategiestofollow.Thefollowingtablesgiveinformationandsuggestionsaboutproductsateachlifecyclestage.ProductStrategyCharacteristicsIntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostcustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductStrategyMarketingObjectivesIntroductionGrowthMaturityDeclineCreateproductawarenessandtrialMaximizemarketsizeMaximizeprofitwhiledefendingmarketshareReduceexpenditureandmilkthebrandProductStrategyStrategiesIntroductionGrowthMaturityDeclineProductOfferbasicproductOfferproductextensions,service,etc.DiversifybrandsPhaseoutweakitemsormodelsPriceChargecostplusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpriceDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective,profitableoutletsonlyAdvertisingBuildproductawarenessamongearlyadoptersBuildawarenessandinterestinthemassmarketStressbranddifferencesandbenefitsReduce,buttrytoretainloyalbuyersSalesPromotionUseheavysalespromotiontoenticetrialReducetotakeadvantageofheavyconsumerdemandIncreasetoencouragebrandswitchingReducetominimallevel9、静夜四无邻邻，荒居旧业业贫。。1月-231月-23Thursday,January5,202310、雨中黄叶叶树，灯下下白头人。。。02:59:2402:59:2402:591/5/20232:59:24AM11、以我独独沈久，，愧君相相见频。。。1月-2302:59:2402:59Jan-2305-Jan-2312、故人人江海海别，，几度度隔山山川。。。02:59:2402:59:2402:59Thursday,January5,202313、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-2302:59:2402:59:24January5,202314、他乡生白发发，旧国见青青山。。05一月20232:59:24上午02:59:241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232:59上上午午1月月-2302:59January5,202316、行动出出成果，，工作出出财富。。。2023/1/52:59:2402:59:2405January202317、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。。2:59:24上上午2:59上上午02:59:241月-239、没有失败，，只有暂时停停止成功！。。1月-231月-23Thursday,January5,202310、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。。。02:59:2402:59:2402:591/5/20232:59:24AM11、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-2302:59:2402:59Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。02:59:2402:59:2402:59Thursday,January5,202313、不知知香积积寺，，数里里入云云峰。。。1月-231月-2302:59:2402:59:24January5,202314、意志坚坚强的人人能把世世界放在在手中像像泥块一一样任意意揉捏。。05一一月20232:59:24上午午02:59:241月-2315、楚楚塞塞三三湘湘接接，，荆荆门门九九派派通通。。。。。一月月232:59上上午午1月月-2302:59January5,202316、少年年十五五二十十时，，步行行夺得得胡马马骑。。。2023/1/52:59:2402:59:2405January202317、空山山新雨雨后，，天气气晚来来秋。。。2:59:24上上午2:59上上午午02:59:241月-239、杨柳散和风风，青山澹吾吾虑。。1月-231月-23Thursday,Januar