市场营销学英文课件 Topic 8 Considering Products and Their Life Cycles

6–1

ConsideringProductsandTheirLifeCyclesRangeofproductsmarketedtogethertogeneratelargerfinancialreturnsthatifsoldseparatelyProductMix‘Dimensions’Width–numberofproductlinesLength–numberofbrandsofeachproductDepth–varietyofproductswithineachbrandConsistency–relationshipbetweenproductlinesProductMixProductItemAspecificversionofaproductthatcanbechosenasadistinctofferingamonganorganisation’sproductsProductLineAgroupofcloselyrelatedproductitemsisaproductlineProductMixAlltheproductsacompanysellsProductTermsProductLinesSixconsiderationsServices–whatservicesneededtoaccompanyorenhancetheproduct

Packaging–protectsandpromotestheproduct.Maybepartoftheproduct

Branding–everythingthatisrecognisedwiththeproduct,itsnameanditsimageProductDevelopmentSixconsiderationsProductitem–actualdistinguishableproductwithintherange

Productline–groupwithintheproductmixthatarerelatedthroughtheiruseofsubstance

Productmix–allproductsandproductlinesthatareofferedbyanorganisationProductDevelopmentBasedontheBostonConsultingGroup’s(BCG)MatrixStars–HighGrowth/HighMarketShareCashCows–LowGrowth/HighMarketShareDogs–LowGrowth/LowMarketShareQuestionMarks–HighGrowth/LowMarketShare6–7ProductPortfolioActivity:listsomeproductsthatwouldfitintoeachcategoryProductDevelopmentPhaseNewProductdevelopment

IntroductoryPhase

GrowthPhase

MaturityPhase

DeclinePhaseProductDevelopmentPhaseNewProductdevelopment

IntroductoryUnknowntocustomers.PricingmayneedtobehightorecoverdevelopmentcostsNeedsawarenesspromotionNeedtofinddistributorsordistributedirectfrommanufacturerProductDevelopmentPhaseNewProductdevelopment

GrowthCustomersbecomingawareofproductPricingmaylevelasdevelopmentcostsarecoveredIncreasedpromotionDistributornetworkestablishedCompetitorsenteringthemarketProductDevelopmentPhaseNewProductdevelopment

MaturityPricehaslevelledoffMostlikely,therewillbecompetingproductsHighcustomerawareness.PromotionaimedatkeepingpeopleloyalGoodstablesalesandprofitmarginsProductDevelopmentPhaseNewProductdevelopment

DeclineProductislosingappealwithcustomers–mightconsiderre-developingproductorfindingnewmarketsMightdroppricetogainmoresalesSpendlittleonpromotionWillconsiderdroppingproductfromrangeActivity8.1 IdentifysomeproductswithinafoodproductrangethatrelatestothevariousphasesConsideringaRevamporaNewProductIfaproductisnotperformingwell,itmayberevivedbyarevamp.Stepsinrevitalisingaproductinclude:ResearchoncustomerneedsandwantsHowitcompareswithcompetitorsReviewofproduct’simage,itspromotionalmessageItspricing,packaging,distributionandpositioning6–16IdeaScreeningIdeascreeningshouldassessproductsbeforeresourcesaredevotedtothem.Keyquestionsinclude:

Whatisthebenefittocustomers?Isitpossibletomaketheproduct?Willitbeprofitable?6–17GroupInterviews/FocusGroupsFocusgroupsaregroupinterviewsinwhichpinionsareexploredandrecorded.Marketingfocusgroupswillexploretheopinionsofpeoplewhorepresentatypicalcustomer.Theymaybeformal–askingveryspecificquestions,or,informal–allowingeveryonetoexpresswhatevertheychooseFocusGroupscanbeformalorinformal,structuredorunstructured.Benefitsoffocusgroupsasaresearchtool

ProvidecomfortinnumbersAgroupisusuallyfarlessintimidatingthantheattentionpaidtotheindividualinotherresearchmethods.

Benefitsoffocusgroupsasaresearchtool

Areflexibleandresponseoriented Becausethestructureislessrigid,abroaderinvestigationofthetopicispossible.\Thefocusisonresponses(attitudesandopinions),

notonthequestions,soinformationemergesonsalienttopicsthroughthenaturalflowofdiscussion.

Benefitsoffocusgroupsasaresearchtool

Gaugegroupbehaviour

Ratherthanresearchingindividualbehaviourorpotentialbehaviour,focusgroupsexploreattitudesandbehaviorinfluencedbythegrouporsociety,afarmorereliablemeasureandpredictor.

BenefitsoffocusgroupsExploreandcrystallizeBecausethegroupisdiscoveringandexamining

attitudesandbehaviourstheymaynothavethoughtaboutbefore,itallowstimefordiscussionandruminationtodiscovermotivations.

BenefitsoffocusgroupsAddresssensitiveissues Whenmembersofthegroupcanempathizewithoneanotherbecauseofsimilarexperiences,

theyaremoreopeninthediscussionofsensitive,value‑ladenissueslikeabortionorspouse/childabuse.

BenefitsoffocusgroupsTapattitudesofactivists Afocusgroupprovidesacooperativeatmospherewhichmayencouragetheparticipationof

activistsandorganizationaldetractorsnotwillingtoparticipateinotherkindsofresearch.

BenefitsoffocusgroupsIdentifyissuesandjargon Theresponsesfrom

afocusgroupidentifytheissuesofmostconcerntothegroupaswellasthe

languagetheyuseandcanunderstandindiscussingthosetopics.Suchafoundationprovides solidgroundforsubsequentresearch.

PotentialDangersoffocusgroupsWeakorDominantmoderatorIfthemoderator

isweak,he/shemayallowsomemembersofthegrouptodominateandothersmaybeintimidatedorrefrainfromofferingopinions.

Ifthemoderatordominatesthegroup,he/shewillimposeopinionsand attitudesratherthanprobing‑theattitudesofthegroup.

PotentialDangersoffocusgroupsBroadrepresentation Afocusgroupshouldbehomogenousorthereisadangermemberswillbeintimidatedanduncomfortable withsharingtheirattitudes.Broadrepresentationisachievedbyconductingfocusgroups amongseveralhomogenouspublics,ratherthanmixingrepresentationwithinasinglegroup.

PotentialDangersoffocusgroupsToofewgroups Fortheresearchtobevalid,acarefullycalculatednumberofgroupsmustbeconductedamongvariouskeypublics.

Thenandonlythen

theinformationcanbeconsol