针对消费者的产品&服务 英文

Repair and maintenance Installation
Trademark
CORE COMPONENT Product platform
Deliveries
Price
Quality Package Styling Legal Warranty
Brand name
Instructions Legal Other related services
Positioning Map: Automobiles For Generation Yers
More “Edgy”
Kia Sorrento
Scion
Cube
Inexpensiv e
Expensive
$13k $20K
Civic
Less “Edgy”
Types of Product Decisions: (2) Product Mix Decisions
Education and training services (most foreign student tuition)
Entertainment (movies, books, records) Other categories (telecommunications, information, health care)
Commercial, professional, and technical services (advertising,
accounting, legal, construction, engineering) Financial services (banking and insurance) 1.7 1.5
Major Categories U.S. Exports of Services
13-2
Category Services Total Travel (hotels, etc) Transportation (fares, freight, and port services)
Percentage 28.5 8.7 7.5
Types of Product Decisions (1) Product Positioning
• Positioning refers to the act of locating a brand in customers’ minds relative to competitive products in terms of product attributes and benefits
Design features
Functional features Legal Spare parts
Irቤተ መጻሕፍቲ ባይዱin/McGraw-Hill
Product Marketing Decisions
• Numerous • Affected by Environmental Factors • Affected by internal Strengths and Weaknesses
Product Mix / Assortment E.g. P&G
Detergents Ivory Soap Dreft Tide Cheer Oxydol Dash Gain Bold Era Toothpaste Crest Gleam
(3) Product Line Decisions
• A product line is a group of products that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same channels • Decisions include Product Line length, modernization, featuring, pruning
• Def.: Set of all products and items that a particular seller offers to buyers. • Decisions include selection of width, length, depth, and consistency
What is a Product?
• Multidimensional, sum of all its features, bundle of utility
Product Component Model
SUPPORT SERVICES COMPONENT
PACKAGING COMPONENT
12-6
(6) Packaging Decisions
Color Design and Shape Physical Materials
Product Information on Package
What is a Service?
• “Any act that one party can offer to another that is essentially intangible and does not result in the ownership of anything. May or may not be tied to a physical product”
(4) Brand Name
A company’s unique designation or trademark, which distinguishes its offering from other product category entries
(5)The Logo
• Graphic design element that is related to the brand name • Companies use logos with or without brand names • Not all brand names possess a distinct logo but many do • e.g., the Nike swoosh, Ralph Lauren’s Polo