版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
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
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2025年高校与企业合作协议教授聘请合同范本3篇
- 2025版木门企业安全生产责任书合同范本2篇
- 2025年分期付款运动服装合同
- 2025年分期室内设计服务合同
- 跨国集团2025年度全球营销战略合同2篇
- 2025年版个人汽车买卖合同示范文本3篇
- 2025年汽车配件赠与协议
- 二零二五年敬老院养老用品销售与售后服务合同规范3篇
- 2025版教育培训机构合作协议样本3篇
- 2025版学生实训基地实习就业保障服务合同3篇
- 《社会工作实务》全册配套完整课件3
- 单位违反会风会书检讨书
- 2024年4月自考00832英语词汇学试题
- 《电力用直流电源系统蓄电池组远程充放电技术规范》
- 《哪吒之魔童降世》中的哪吒形象分析
- 信息化运维服务信息化运维方案
- 汽车修理厂员工守则
- 公安交通管理行政处罚决定书式样
- 10.《运动技能学习与控制》李强
- 冀教版数学七年级下册综合训练100题含答案
- 1神经外科分级护理制度
评论
0/150
提交评论