商务英语ch12

A good, a service, or an idea received in an exchange It can be tangible (a good) or intangible (a service or an idea) or a combination of both. It can include functional, social, and psychological utilities or benefits.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
11-16
Types of Consumer Products
Consumer Product •Unsought Effort Required No effort Examples Life insurance New products
activities
Raw Materials--Basic natural materials Component Parts--become part of a product Process Materials--not readily identifiable when used directly
in the production of other products (e.g. screws, knobs, handles)
MRO Supplies--Maintenance, repair, and operating items that
facilitate production and do not become part of the finished product
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Types of Consumer Products
Convenience—inexpensive, frequently purchased items;
minimal purchasing effort
Shopping--buyers are willing to expend considerable effort
•Convenience Little or minimum Soft drinks Bread, milk •Shopping •Specialty Considerable Maximum Automobiles Homes Jewelry Rare collectables
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© 2004 by Nelson, a division of Thomson Canada Limited.
Business English
Chapter 12 Creating and Pricing Products
Presented by 吴德亮 管理学院市场学系
12–1
[Objectives and Requirements]
[1]Product and pricing strategies [2]The relationship between the product and pricing strategies
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
11-14
Shopping product good or service product: purchased only after the customer compares competing offerings from competing vendors on such characteristics as price, quality, style, and color Typically cost more than convenience purchases. Include tangible items. Shopper lacks complete information and gathers information during the buying process.
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Basic Products Classes
Consumer:--Products purchased to satisfy
personal and family needs
Business:--Products bought used in an
organization’s operations, to resell, or to make other products (raw materials and components)
Price
Product
Promotion
Distribution
7
The Marketer’s Bag of Tools
Price
Product
Promotion
Distribution
8
[Main Points of Teaching Contents]
Background on Products Identify the main factors that affect a product’s target market Identify the steps involved in creating a new product Explain the common methods used to differentiate a product Identify the main phases of a product life cycle Identify the factors that influence the pricing decision
12–2
[Main Points of Teaching Contents]
• •
Background on Products Identify the main factors that affect a product’s target market Identify the steps involved in creating a new product Explain the common methods used to differentiate a product Identify the main phases of a product life cycle Identify the factors that influence the pricing decision
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
11-15
Specialty product good or service with product: unique characteristics that cause the buyer to value it and make a special effort to obtain it Unsought product good or service product: marketed to consumers who may not yet recognized in the need for it
Business Services--intangible products many organizations
use in operations (e.g. cleaning, legal, consulting, and repair services)
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Installation: Installation major capital investment by a business buyer that typically involves expensive and relatively long-lived products, such as a new factory or piece of heavy machinery Accessory equipment capital product, usually equipment: less expensive and shorter-lived that insulation, such as a laptop computer Component parts and materials finished materials: business products that become parts of buying firms’ final products, such as spark plugs for new cars
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What is a PRODUCT?
Anything received in an exchange to satisfy a need or want
Goods Services Ideaganizations
10
What Is a Product?
Types of Consumer Products
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
11-18
Business Products
Installations--Facilities and non-portable major equipment Accessory Equipment--used in production or office