adf_市场营销学双语课件6(PPT 13)--什么是产品

Product Mix all the product
lines offered
服务的特性
Intangibility Inseparability
Variability Perishability
Can’t be seen, tasted, felt, heard or smelled before purchase.
Can’t be separated from service providers.
Quality depends on who provide them and when, where and how
Can’t be stored for later sale or
服务质量链
Internal Service Quality
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Labeling Promotes
Describes
Consistency
产品组合决策
Width number
of differen
t pLreondgutcht
-litnoetasl number of items within Detphteh nulimnebser
of version
s of each
Identification Loyalty
Credibility
Awareness
品牌决策
Brand Name Selection
Selection Protection
Brand SponBiblioteka Baiduor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
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• Managing Service Productivity
– Train current or new employees – Increase quantity by decreasing quality
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加强做责任心，责任到人，责任到位 才是长 久的发 展。20.11.520.11.5Th ursday, November 05, 2020
什么是产品?
• Anything that can be offered to a marke for attention, acquisition, use or consumption.
• Satisfies a want or a need. • Includes:
–Physical Products – Services – Persons – Places – Organizations – Ideas
产品整体概念
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
AfterSale Servic
Warranty
产品层次
Product Attributes
Branding
Packaging
Labeling
产品特性决策
Quality
Features
Design
品牌
Consistency
Quality & Value
Attributes Association
Advantages of
Brand Names
Brand Equity
谢谢大家！
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Health Service Profits and Growth
Satisfied and Loyal Customers
Satisfied and Productive Serv
Employees
Greater Service Value
服务性企业的营销战略
• Managing Service Differentiation
– Develop offer, delivery and image with competitive advantages.
• Managing Service Quality
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
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New Brands
品牌战略
• Line Extension
–Existing brand names extended to new forms, sizes, and flavors of an existing product category.
• Brand Extension
–Existing brand names extended to new product categories.
• Multibrands
–New brand names introduced in the same product category.
• New Brands
包装
Competitive Advantages
Sales Tasks
Packaging
Product Safety
Identifies
Brand Strategy
Line Extensions Brand Extensions
Multibrands
品牌战略决策
Brand Name
Existing
New
Product Category
Existing
New
Line Extension
Brand Extension
Multibrands