4ps产品、价格、促销、渠道

Dior cell phone
• 3) Durability and quality are very important part to be considered.
• 4) the fourth characteristic is method of operation. This indicates that a product should be designed according to the conditions of its target market. For example, in the UK and Australia, drivers is on the right, while in China, drivers sight on the left. An automobile marketer must take this into consideration when doing product design.
• 5) The last feature is maintenance. The service of maintenance vary in different parts of the world.
• A.O. SMITH 售后服务
2. Product classification
to a market for attention, acquisition, use or consumption and that might satisfy a want or need. • Eg: A romantic perfume, a National Day vacation tour, ——all these are product.
consumers for personal consumption. • Based on how consumers buying them,
consumer products can be further classified.
• A: convenience products（便利品） are those that consumers usually buy frequently. They are usually low priced and widely available. Soap, candy, newspapers are in this catalog.
胡蝶
1940s 力士 香皂 广告
• B: shopping products（选购品） are those purchased by consumers after characteristic comparison on such based as quality, price and style.
• 1) primary function is that a product is firstly designed to have.
• Eg: For a high-developed social level, the primary function of a cell phone is to communicate.
• For a less developed social level, a mobile phone is not only a communication tool but also a symbol of higher social position.
• 2)Thus, the product has a secondary function: a symbol of social position.
• Eg: furniture, clothing, used cars.
源自文库
• used cars • 宝马二手车广告
• C: specialty products（特色产品） are consumer products with special features or brand identification for which a significant group of buyers is willing to make special purchase effort.
• ★Traditionally, classification of product is based on users, hence the consumer goods and industrial goods.
• 1) consumer products • They are products bought by final
international marketing mix (4Ps)
Chapter 6 No.1 Product Decision
1.Product and its 5 features
• Definition: • ★A product is anything that can be offered
• Eg: specific brands and types cars, high-priced sports equipment, hand-made dress.
法拉利中国限量版艺术跑车 全球仅1辆
高级定制婚纱
• D: unsought(突发的) products（非渴求产 品） are consumer products that the consumer either does not know about or knows about but does not normally think of buying.
★Five features
• John Fayerweather suggested 5 important features that are relevant to global marketing product decision, including
• primary functional purpose, • secondary purpose • Durability(耐久性) and quality • method of operation • maintenance