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Chapter1

Developingandmaintainingknowledgeofproductsandservice

2021/6/271ChapterObjectiveDefinethetermproduct,includingthecore,actualandaugmentedproduct,productline.

Explainservicesclassificationsanddiscussthemarketingofservices.2021/6/272Product2021/6/273Inyouropinion，

whatisproduct？2021/6/274DefinitionAproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionthatmightsatisfyawantorneed.Itincludesphysicalobjects,services,persons,places,organisationsandideas2021/6/275ThelevelofproductsCoreproductActualproductsAugmentedproduct2021/6/276Thelevelofproductscont.Coreproductistheproblem-solvingservicesorcorebenefitsthatconsumersarereallylookingforwhentheybuyaproductWhatisthebuyerreallybuying?2021/6/277Thelevelofproductscont.Actualproductisaproduct’sparts,qualitylevel,styling,features,brandname,packagingandotherattributesthatcombinetodelivercoreproductbenefits2021/6/278Thelevelofproductscont.Augmentedproductmeansadditionalconsumerservicesandbenefitsbuiltaroundthecoreandactualproducts.2021/6/279Figure1.1:ThreeLevelsofProduct2021/6/2710ExerciseBaseonFigure1.1(ThreeLevelsofProduct),

Taketheairlinecompanyasaexampletoillustratingthreelevelsofitsproduct2021/6/2711Figure1.2:Illustratingthreelevelsofproduct2021/6/2712ProductClassificationsProductsmayclassesbasedonthetypesofconsumersthatusethem

ConsumerproductsBusiness-to-businessproducts2021/6/2713ConsumerproductConsumerproductsareproductsbroughtbyfinalconsumersforpersonalconsumption.Baseonhowconsumersgoaboutbuyingthem,itinclude:convenience,shopping,specialtyandunsoughtproducts2021/6/2714ClassificationTypesofConsumerProductsConvenienceUnsoughtGoodsSpecialtyShopping2021/6/2715ConvenienceproductsConsumergoodsandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort2021/6/2716ShoppingproductsGoodsandservicesthattheconsumer,intheprocessofselectionandpurchase,usuallycomparesonbasessuchassuitability,quality,priceandstyle.2021/6/2717SpecialtyproductsConsumergoodsandservicesthathaveuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyeriswillingtomakeaspecialpurchaseeffort.2021/6/2718UnsoughtproductsConsumergoodsandservicesthattheconsumereitherdoesnotknowaboutorknowaboutbutdoesnotnormallythinkofbuying.2021/6/2719B2BproductB2BrefertobusinesstobusinessB2Bproductmeans:goodspurchasedbyindividualsandorganisationsforfurtherprocessingorforuseinconductingabusiness2021/6/2720B2BProductClassification2021/6/2721MaterialsandPartsIndustrialgoodsthatbecomepartofthebuyer’sproductcompletely,includingrawmaterialsandmanufacturedmaterialsandparts.Rawmaterialsincludefarmproductsandnaturalproducts.Manufacturedmaterialsandpartsincludecomponentmaterialsandcomponentparts.2021/6/2722CapitalitemsIndustrialgoodsandservicesthatenterthefinishedproductpartly,includinginstallationsandaccessoryequipment.Installationsconsistofbuildingsandfixedequipment.

Accessoryequipmentincludesportablefactoryequipmentandtoolsandofficeequipment.2021/6/2723SuppliesIndustrialgoodsthatdonotenterthefinishedproductatall.Suppliesaretheconvenienceproductofthebusinessmarketandareusuallypurchasedwithminimumeffortorcomparison.2021/6/2724Services2021/6/2725ServicesServiceorganisationsoffercustomerssomethingthatisintangible:theinteractiondoesnotresultintheownershipofanythingthatendures

2021/6/2726CharacteristicsofServicesPerishabilityVariabilityIntangibilityInseparabilityService2021/6/2727Serviceconsumptionmostlyinvolvespeopleinserviceencounters,servicesareexperientialinnatureandoftenrequirespecialmeasurestoassessqualitysuchasmysteryshoppers2021/6/2728DiscussionAreservicesproducts?Aretheyreallysodifferentfrombrandedgoods2021/6/2729DiscussionIsMicrosoftaproductoraservice?Why?2021/6/2730Industry2021/6/2731Beingfamiliarwiththeindustryhelpsyoutobeconfidentandperformwellinyourrole2021/6/2732InformationRelatedtoIndustryManufacturingHospitalityInformationTechnologyTradeAutomotiveTransportsportTheindustrysector2021/6/2733InformationRelatedtoIndustryThekindoforganizationandtheproductsandservicesofferedForexample,afurnitureorahousecareprovider2021/6/2734InformationRelatedtoIndustryBusinessownershipororganisationstructure:OwnedbyonepersonorapartnershipAprivatebusinessorpubliccompanyAcooperative,government-owned,orafranchiseRunbyaboardorshareholders2021/6/2735InformationRelatedtoIndustryRegulationsthataffectthewaythebusinessoperates2021/6/2736InformationRelatedtoIndustryThesizeoftheorganisationSmall(1-30employees)Medium(31-79employees)Large(morethan80employees)2021/6/2737Practicetask1UsetheorganisationyouarefamiliarwithtocompletethistableNameoforganisationIndustrysectorKindoforganisationProductsandservicesOrganisationownershipSizeoforganisation2021/6/2738Chapter2Recommendingproductandservices2021/6/2739NeedsWantDemand2021/6/2740NeedsHumanneedsare

themostbasicconceptunderlyingmarketing StatesoffeltdeprivationHumanshavemanycomplexneedsincludingphysical,socialandindividualneeds2021/6/2741NeedsWhenaneedisnotsatisfied,apersonwilleithertrytoreducetheneedorlookforanobjectthatwillsatisfyitPeopleinlesseconomicallydevelopedsocietiesmighttrytoreducetheirdesiresandsatisfythemwithwhatisavailable2021/6/2742WhatWantsaretheformtakenbyhumanneedsandareshapedbycultureandindividualpersonality.Asasocietyevolves,thewantsofitsmembersexpand.Marketerstrytoprovidemorewant-satisfyinggoodsandservices2021/6/2743测试你的需求欲望请在纸上随意画一条蛇A

像棒子一样直的蛇

B

卷成圆盘状的蛇

C缠在树上或其他东西上的蛇

D

波状蛇2021/6/2744把蛇画成像棒子一样僵直的人，正处于满足于现状之中，是淡泊的人，并不作超出自身能力的妄想。卷缩成盘状的蛇，表示得不到满足的欲望即将爆发。不过，如果只是卷成盘状的蛇，虽然表达出某种程度的不满足，但也仅仅是在静静地储存力量。相反地，如果是扬起脖子的蛇，则是不满的程度很强烈，若蛇伸出「嘶嘶－」叫的舌头，则表示即将爆发

这是不满足程度最高的情况。你已经不满到想拖人下水的境地。

画波状蛇的人，预示着要向某处移动。需求与供给均衡运转，正处在妥善处理不满情绪的状态。2021/6/2745DemandDemandsarethehumanwantsthatarebackedupbybuyingpowerWhenpeoplehavethemoneytopurchasetheneed-satisfyingobjectthereisthendemand2021/6/2746Discussion？Whatistherelationshipbetweenneeds,wantsanddemand2021/6/2747Customersviewproductsasbundlesofbenefitsandchoosetheproductsthatgivethemthebestvalueformoney.Outstandingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomers’needs,wantsanddemands.Understandingcustomerneeds,wants,anddemandsindetailprovidesimportantinputfordesigningmarketingstrategies.2021/6/2748Negativedemand:amajorpartofthemarketdislikestheproductandmayevenpayapricetoavoiditNodemand:TargetconsumersmaybeunawareoforuninterestedintheproductLatentdemand:Manyconsumersshareastrongneedthatcannotbesatisfiedbyexistingproducts2021/6/2749Decliningdemand:everyorganisationwillfaceadeclineindemandforoneormoreofitsproductssoonerorlaterIrregulardemand:manyorganisationsfacedemandthatvariesonaseasonal,dailyorhourlybasisFulldemand:organisationsfacefulldemandwhentheyaresatisfiedwiththeirvolumeofbusiness2021/6/2750Overfulldemand:organisationsmayfaceademandlevelthatishigherthantheycanorwanttohandleUnwholesomedemand:unwholesomeproductswillattractorganisedeffortstodiscouragetheirconsumption2021/6/2751ActivitySuppose:aconsumersaid:IwantaexpansivecarAnalyseanypossibledemand2021/6/2752Example

Iwantanexpansivecar说出来的需要(顾客想要一辆昂贵的车)。真正的需要(顾客想要的这辆车，开起来很省钱，而其最初的价格却不低)。没有说出来的需要(顾客想获得优质服务)。满足令人高兴的需要(顾客买车时，附赠一份道路图)。秘密需要(顾客想被他的朋友看成是识货的人)。2021/6/2753Clientneeds2021/6/2754ClientSatisfaction2021/6/2755BuildcustomersatisfactionthroughValueQualityService2021/6/2756CustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue2021/6/2757ClientSatisfactionDefinitionSatisfaction

isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.2021/6/2758SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts2021/6/2759QualityProductQualityistheabilityofaproducttoperformitsfunctions;itincludestheproduct’sdurability,reliability,precision,easeofoperationandrepair,andothervaluedattributes#12021/6/2760Strategicqualityinvolvesgaininganedgeovercompetitorsbyconsistentlyofferingproductsandservicesthatgivecustomersbetterquality‘qualityisnotaproblemtobesolved;itisacompetitiveopportunity’2021/6/2761Provideproductandserviceinformation2021/6/2762WhereinformationcomefromAttradeFairsOnwebsitesInindustrymagazinesInnewspaperandtelevisionThroughmediareleasesBrochures,pamphlets2021/6/2763IdentifyNewMarket2021/6/2764OrgansiationalRequirements2021/6/2765RoleplayScenario:YouarethesalesmanfortheCocaCola.Youcustomerisasupermarketwhichlocatedinthecollege.Duetotheconfinedspace,productssellinthisshopislimitedandhighprofitmargin.Question:whatwouldyoudotopersuadethebosssellyourproductinhisshop.2021/6/2766Chatper3Advisingonpromotionalactivities2021/6/2767Promotion2021/6/2768PromotionactivitiesSamplesCouponsPremiumsContests/SweepstakeRefunds/rebatesBonuspacksPrice-offdealsFrequencyprogramsEventmarketing2021/6/2769Competitor2021/6/2770Whoisyourcompetitor2021/6/2771CasestudyRaviboughtaphonefromFunkyFones.Hewashappywithhispurchaseuntilhesawanadvertisement,inanewspaperofferingthesamephoneatacheaperprice.2021/6/2772CasestudyHecontactedFunkyFonesandtoldthemabouttheircompetitor’spriceandhowunhappyhewasthathehadpaidmore.FunkyFonesofferedtomatchtheircompetitor’spriceandgiveRaviarefund.Theyalsocheckedthepricesofalltheirphoneswiththatoftheircompetitorandadjustedtheirpricestom