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Chapter1

Developingandmaintainingknowledgeofproductsandservice1ChapterObjectiveDefinethetermproduct,includingthecore,actualandaugmentedproduct,productline.

Explainservicesclassificationsanddiscussthemarketingofservices.2Product3Inyouropinion，whatisproduct？4DefinitionAproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionthatmightsatisfyawantorneed.Itincludesphysicalobjects,services,persons,places,organisationsandideas5ThelevelofproductsCoreproductActualproductsAugmentedproduct6Thelevelofproductscont.Coreproductistheproblem-solvingservicesorcorebenefitsthatconsumersarereallylookingforwhentheybuyaproductWhatisthebuyerreallybuying?7Thelevelofproductscont.Actualproductisaproduct’sparts,qualitylevel,styling,features,brandname,packagingandotherattributesthatcombinetodelivercoreproductbenefits8Thelevelofproductscont.Augmentedproductmeansadditionalconsumerservicesandbenefitsbuiltaroundthecoreandactualproducts.9Figure1.1:ThreeLevelsofProduct10ExerciseBaseonFigure1.1(ThreeLevelsofProduct),

Taketheairlinecompanyasaexampletoillustratingthreelevelsofitsproduct11Figure1.2:Illustratingthreelevelsofproduct12ProductClassificationsProductsmayclassesbasedonthetypesofconsumersthatusethem

ConsumerproductsBusiness-to-businessproducts13ConsumerproductConsumerproductsareproductsbroughtbyfinalconsumersforpersonalconsumption.Baseonhowconsumersgoaboutbuyingthem,itinclude:convenience,shopping,specialtyandunsoughtproducts14ClassificationTypesofConsumerProductsConvenienceUnsoughtGoodsSpecialtyShopping15ConvenienceproductsConsumergoodsandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort16ShoppingproductsGoodsandservicesthattheconsumer,intheprocessofselectionandpurchase,usuallycomparesonbasessuchassuitability,quality,priceandstyle.17SpecialtyproductsConsumergoodsandservicesthathaveuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyeriswillingtomakeaspecialpurchaseeffort.18UnsoughtproductsConsumergoodsandservicesthattheconsumereitherdoesnotknowaboutorknowaboutbutdoesnotnormallythinkofbuying.19B2BproductB2BrefertobusinesstobusinessB2Bproductmeans:goodspurchasedbyindividualsandorganisationsforfurtherprocessingorforuseinconductingabusiness20B2BProductClassification21MaterialsandPartsIndustrialgoodsthatbecomepartofthebuyer’sproductcompletely,includingrawmaterialsandmanufacturedmaterialsandparts.Rawmaterialsincludefarmproductsandnaturalproducts.Manufacturedmaterialsandpartsincludecomponentmaterialsandcomponentparts.22CapitalitemsIndustrialgoodsandservicesthatenterthefinishedproductpartly,includinginstallationsandaccessoryequipment.Installationsconsistofbuildingsandfixedequipment.

Accessoryequipmentincludesportablefactoryequipmentandtoolsandofficeequipment.23SuppliesIndustrialgoodsthatdonotenterthefinishedproductatall.Suppliesaretheconvenienceproductofthebusinessmarketandareusuallypurchasedwithminimumeffortorcomparison.24Services25ServicesServiceorganisationsoffercustomerssomethingthatisintangible:theinteractiondoesnotresultintheownershipofanythingthatendures

26CharacteristicsofServicesPerishabilityVariabilityIntangibilityInseparabilityService27Serviceconsumptionmostlyinvolvespeopleinserviceencounters,servicesareexperientialinnatureandoftenrequirespecialmeasurestoassessqualitysuchasmysteryshoppers28DiscussionAreservicesproducts?Aretheyreallysodifferentfrombrandedgoods29DiscussionIsMicrosoftaproductoraservice?Why?30Industry31Beingfamiliarwiththeindustryhelpsyoutobeconfidentandperformwellinyourrole32InformationRelatedtoIndustryManufacturingHospitalityInformationTechnologyTradeAutomotiveTransportsportTheindustrysector33InformationRelatedtoIndustryThekindoforganizationandtheproductsandservicesofferedForexample,afurnitureorahousecareprovider34InformationRelatedtoIndustryBusinessownershipororganisationstructure:OwnedbyonepersonorapartnershipAprivatebusinessorpubliccompanyAcooperative,government-owned,orafranchiseRunbyaboardorshareholders35InformationRelatedtoIndustryRegulationsthataffectthewaythebusinessoperates36InformationRelatedtoIndustryThesizeoftheorganisationSmall(1-30employees)Medium(31-79employees)Large(morethan80employees)37Practicetask1UsetheorganisationyouarefamiliarwithtocompletethistableNameoforganisationIndustrysectorKindoforganisationProductsandservicesOrganisationownershipSizeoforganisation38Chapter2Recommendingproductandservices39NeedsWantDemand40NeedsHumanneedsare

themostbasicconceptunderlyingmarketing StatesoffeltdeprivationHumanshavemanycomplexneedsincludingphysical,socialandindividualneeds41NeedsWhenaneedisnotsatisfied,apersonwilleithertrytoreducetheneedorlookforanobjectthatwillsatisfyitPeopleinlesseconomicallydevelopedsocietiesmighttrytoreducetheirdesiresandsatisfythemwithwhatisavailable42WhatWantsaretheformtakenbyhumanneedsandareshapedbycultureandindividualpersonality.Asasocietyevolves,thewantsofitsmembersexpand.Marketerstrytoprovidemorewant-satisfyinggoodsandservices43测试你旳需求欲望请在纸上随意画一条蛇A

像棒子一样直旳蛇

B

卷成圆盘状旳蛇

C缠在树上或其他东西上旳蛇

D

波状蛇44把蛇画成像棒子一样僵直旳人，正处于满足于现状之中，是淡泊旳人，并不作超出本身能力旳妄想。卷缩成盘状旳蛇，表达得不到满足旳欲望即将暴发。但是，假如只是卷成盘状旳蛇，虽然体现出某种程度旳不满足，但也仅仅是在静静地储存力量。相反地，假如是扬起脖子旳蛇，则是不满旳程度很强烈，若蛇伸出「嘶嘶－」叫旳舌头，则表达即将暴发

这是不满足程度最高旳情况。你已经不满到想拖人下水旳境地。

画波状蛇旳人，预示着要向某处移动。需求与供给均衡运转，正处于妥善处理不满情绪旳状态。45DemandDemandsarethehumanwantsthatarebackedupbybuyingpowerWhenpeoplehavethemoneytopurchasetheneed-satisfyingobjectthereisthendemand46Discussion？Whatistherelationshipbetweenneeds,wantsanddemand47Customersviewproductsasbundlesofbenefitsandchoosetheproductsthatgivethemthebestvalueformoney.Outstandingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomers’needs,wantsanddemands.Understandingcustomerneeds,wants,anddemandsindetailprovidesimportantinputfordesigningmarketingstrategies.48Negativedemand:amajorpartofthemarketdislikestheproductandmayevenpayapricetoavoiditNodemand:TargetconsumersmaybeunawareoforuninterestedintheproductLatentdemand:Manyconsumersshareastrongneedthatcannotbesatisfiedbyexistingproducts49Decliningdemand:everyorganisationwillfaceadeclineindemandforoneormoreofitsproductssoonerorlaterIrregulardemand:manyorganisationsfacedemandthatvariesonaseasonal,dailyorhourlybasisFulldemand:organisationsfacefulldemandwhentheyaresatisfiedwiththeirvolumeofbusiness50Overfulldemand:organisationsmayfaceademandlevelthatishigherthantheycanorwanttohandleUnwholesomedemand:unwholesomeproductswillattractorganisedeffortstodiscouragetheirconsumption51ActivitySuppose:aconsumersaid:IwantaexpansivecarAnalyseanypossibledemand52Example

Iwantanexpansivecar说出来旳需要(顾客想要一辆昂贵旳车)。真正旳需要(顾客想要旳这辆车，开起来很省钱，而其最初旳价格却不低)。没有说出来旳需要(顾客想取得优质服务)。满足令人快乐旳需要(顾客买车时，附赠一份道路图)。秘密需要(顾客想被他旳朋友看成是识货旳人)。53Clientneeds54ClientSatisfaction55BuildcustomersatisfactionthroughValueQualityService56CustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue57ClientSatisfactionDefinitionSatisfaction

isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.58SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts59QualityProductQualityistheabilityofaproducttoperformitsfunctions;itincludestheproduct’sdurability,reliability,precision,easeofoperationandrepair,andothervaluedattributes#160Strategicqualityinvolvesgaininganedgeovercompetitorsbyconsistentlyofferingproductsandservicesthatgivecustomersbetterquality‘qualityisnotaproblemtobesolved;itisacompetitiveopportunity’61Provideproductandserviceinformation62WhereinformationcomefromAttradeFairsOnwebsitesInindustrymagazinesInnewspaperandtelevisionThroughmediareleasesBrochures,pamphlets63IdentifyNewMarket64OrgansiationalRequirements65RoleplayScenario:YouarethesalesmanfortheCocaCola.Youcustomerisasupermarketwhichlocatedinthecollege.Duetotheconfinedspace,productssellinthisshopislimitedandhighprofitmargin.Question:whatwouldyoudotopersuadethebosssellyourproductinhisshop.66Chatper3Advisingonpromotionalactivities67Promotion68PromotionactivitiesSamplesCouponsPremiumsContests/SweepstakeRefunds/rebatesBonuspacksPrice-offdealsFrequencyprogramsEventmarketing69Competitor70Whoisyourcompetitor71CasestudyRaviboughtaphonefromFunkyFones.Hewashappywithhispurchaseuntilhesawanadvertisement,inanewspaperofferingthesamephoneatacheaperprice.72CasestudyHecontactedFunkyFonesandtoldthemabouttheircompetitor’spriceandhowunhappyhewasthathehadpaidmore.FunkyFonesofferedtomatchtheircompetitor’spriceandgiveRaviarefund.Theyalsocheckedthepricesofalltheirphoneswiththatoftheircompetitorandadjustedtheirpricestomatch.73Qu