第11单元 Managing products

第11单元Managing products, Services, and Brands管理产品，服务和品牌1.解释产品生命周期2.识别营销管理人员如何管理产品生命周期3.认识了解品牌和品牌战略的重要性4.描述包装和标签的产品营销作用5.4P是怎么运用在服务中的※Product life cycle 产品生命周期Stage 1: Introduction 导入期/ 引入期Characteristics: 特征During due to large investment costs in production development.在引入期发生在一个产品是首次推出，它的目标市场。

在此期间，销售增长缓慢，利润是最小的，由于在生产发展的大型投资成本。

Marketing Objective or Marketing Emphasis: 营销目标/ 营销重点Create consumer awareness; Stimulate trial创造消费者的认知；刺激/鼓励试用Product: 产品Only one product item; restrict the product diversity to ensure product quality只有一个具体的产品项目；限制产品多样化发展以确保产品质量。

Price Either high price or low price 价格1)Skimming strategy 撇脂---high price --- Initial price 定较高的初始价格Used to recover the costs of development as well as take advantage of the price insentivity of early buyer（利用于早期消费者对价格不明感）2) Penetration strategy 渗透---low price 逐步降价，定较低的价格Since high price attracts competiors because they see the opportunity for profits.To discourage competitive entry, a company can price low for unit volumn(sales). Promotion: inform, educate 促销: 告知和教育（引导）Companies often spend heavily on advertising and other promotional tools to build product awareness among consumers.1)Simulate primary demand 主要需求---the desire forrather2)selective demand 选择性需求Place(Distribution): limitedGain distribution can be a challenge because distributors may be refuse to carry a new product. (Risk, Sales or Profits)（中间商零售商）Stage 2: Growth 成长期Repeat PurchasersCharacteristics:Rapid increase in sales and profits. More competitors enter into the market.Sales grow at an increasing rate becayse new people try or use the products. Repeat purchasers tried the products, were satisfied, and bought again. （销售额增长的很快，利润也在增长）Profit peaks. 顶峰Failure to achieve repeat purchasers means an early death for a product.Marketing Objective or Marketing Emphasis:产品差异性，争夺市场份额Differentiate the company’s products to competitors’ (product diffe rentiation) Product: more versions 产品多样化—版本多improved version or new features are added to the original design. (Product divesity or Proliferation)Price: fair price (deal) , gain market share 价格合理，争夺市场份额Use penetration strategy (low price) to increase salesPromotion: Stress points of differences 强调产品差异性Advertising focus on selective demand (brand, product benefits).Place(Distribution): More outlets 渠道增加---Gain as much distributors for the product as possible.Stage 3: Maturity 成熟期Characteristics:（速度增长放慢）A slowing of total sales for the product class (product line).Weaker competitors begin to leave the market.Most consumers who would buy the product are either repeat purchasers of the item or have tried and abandoned it.（利润开始下滑，因为竞争激烈，价格竞争）Sales increase at a decreasing rate as fewer new buyers enter the market. The cost of gaining new buyers increases.Profit declines because there is fierece price competition among many sellers. Marketing Objective or Marketing Emphasis: 产品差异性，稳住市场份额Hold market share through further product differentiation and to find new buyer. Product: Product classes, full product lines, product mixPrice: Defend market share, decrease ( profit) 价格更为合理Promotion: Reminder oriented 提醒Place(Distribution): Maximium outlets 渠道最大化Stage 4: Decline 衰退期Deletion HarvestingCharacteristics:Sales and profits begin to drop due to changes in the marketing environment. Technologies innovation often precedes as newer technologies replace older ones.（新的技术代替了老的产品）1)Deletion: production deletion, or dropping a product from the company’s productline, is the most drastic strategy and is not taken lightly since there is a residualcore of loyal consumers.2)Harvesting: when a company continues to offer the product but reduces marketingcosts.Product: best seller（最佳生产商）Price: proftiablePromotion: minimal（小）Place(Distribution): fewer outlets 销售网点小•Some Dimensions of the Product Life CycleLength of the Product Life Cycle 产品生命期长度（工业品的生命周期）Shape of the Product Life Cycle缩短生命期长度（娱乐媒体）Generalized Life CycleFashion Product潮流型产品High-Learning Product高度学习型产品（微波炉洗碗机）Fad 狂热型产品Low-Learning Product 低度学习型产品不需要学习（剃须刀电动牙刷）•Some Dimensions of the Product Life CycleThe Life Cycle and ConsumersDiffusion of InnovationInnovators创新者Late Majority晚期多期接受者Early Adopters早期接受者Laggards落后者Early Majorit早期多数接受者Managing the product life cycle产品生命周期管理Modify the product修改产品(潘婷)Modify the market 修改市场Finding new users寻找新用户（小朋友VDO的游戏）Increasing use 增加新用户（蒙牛早餐奶）Creating new use situations创建新的使用情况(黄油配牛奶)Repositioning the product 产品重新定位Reacting to a competitor’s p osition面对一个竞争对手的立场Reaching a new market达到一个新的市场Catching a rising trend 接住一个上升的趋势Changing the value offered 所提供的值更改Trading upTrading downBRANDING AND BRAND MANAGEMENT 品牌和品牌管理BrandingBrand name Logotype or Logo标识•Brand Personality and Brand Equity品牌个性和品牌价值Brand Personality将品牌名称和个性化特征相关联起来（可口可乐和百事Dr Pepper）Brand Equity 这个品牌超出产值，附加值（如商店贴标签）Picking a Good Brand Name 选择品牌名字Suggest the Product Benefits推荐的产品优势Be Memorable, Distinctive, and Positive给人留下深刻印象，独特的，积极向上Fit the Company or Product Image适合公司或产品形象Have No Legal or Regulatory Restrictions没有任何法律或监管限制Be Simple and Emotional简单与情感International: Be Non meaningful国际：为非有意义介绍产品好记（与众不同积极）符合公司形象Branding Strategies 品牌战略Multiproduct Branding (Family/Corporate)多产品统一品牌（家庭/公司）一个公司所有的产品只给一个品牌的名字（松下三星索尼）优点：1.将对产品的喜爱到其他的产品（一荣俱荣）2.节约广告成本风险：1.一损俱损Line Extension线延线Sub branding子品牌Brand Extension品牌延伸Product mixProduct line ①②③品牌延伸线①②③产品延伸线Product itemBranding Strategies 品牌战略Multibranding 多品牌*（来区分每一件产品）（Loreal）Private Branding (Private Labeling/Reseller)民营品牌（私人标签/经销商）零售商中间商（屈臣氏）Mixed Branding混合品牌拥有自己的品牌同时也代别人生产CREATING CUSTOMER VALUE THROUGH PACKAGINGAND LABELING通过创造顾客价值和产品标签包装Packaging包装（container包装物label 标签）Label标签Communication Benefits广播的优点Functional Benefits功能性利益Storing储存convenience方便consumer protection消费者保护利益Perceptual Benefits感知的好处原产国能形成感知（英国的茶法国的香水）MANAGING THE MARKETING OF SERVICES服务营销管理Product (Service)•产品（服务）Exclusivity•独家•Outsource --- to buy a product or have it made byan outside supplier rather thandoing it oneself •外包---购买产品或将作出外部供应商，而不是做自己Branding品牌Capacity Management容量管理PricingOff-Peak Pricing非繁忙时间定价Place (Distribution)PromotionWhat is the difference between a line extension and a brand extension?A: line extension--- using a current brand name to enter a new market segment in its product class.brand extension--- using a current brand name to enter a completely different product class.产品线延伸与品牌延伸之间有什么的区别？答：产品线延伸---使用目前的品牌名称，在其产品进入一类新的市场领域。