4ps产品、价格、促销、渠道
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4ps产品、价格、促销、 渠道
路漫漫其修远兮, 吾将上下而求索
2020年4月7日星期二
1.Product and its 5 features
• Definition: • ★A product is anything that can be offered
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.
• 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.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
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.
• Eg: specific brands and types cars, high-priced sports equipment, hand-made dress.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
法拉利中国限量版艺术跑车 全球仅1辆
路漫漫其修远兮, 吾将上下而求索
• 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.
• Eg: furniture, clothing, used cars.
路漫漫其修远兮, 吾将上下而求索
• used cars • 宝马二手车广告
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
• 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.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
• 5) The last feature is maintenance. The service of maintenance vary in different parts of the world.
路漫漫其修远兮, 吾将上下而求索
3.Product strategies in international markets
The contents of an international product plan:
• Which country the product will enter? • How to change the original product? • Which product should be added? • Which brand and package should be used? • Which service and guarantee should be
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
• A.O. SMITH 售后服务
2. Product classification
• ★Traditionally, classification of product is based on users, hence the consumer goods and industrial goods.
offered? • When to offer the product?
路漫漫其修远兮, 吾将上下而求索
★Main product strategies used in international marketing
• Product--promotion direct extension (dual extension)产品和信息直接延伸策略
• Eg: life insurance, blood donation(献血).
路漫漫其修远兮, 吾将上下而求索
• 2)industrial products
• They are those purchased for further processing or for use in conducting a business(开展新的业务).
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
高级定制婚纱
路漫漫其修远兮, 吾将上下而求索
• 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.
• So it builds the same product images between home market and oversea markets.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
3P of Coca Cola
路漫漫其修远兮, 吾将上下而求索
• 无处不在 Pervasiveness 、
• 1) consumer products • They are products bought by final
consumers for personal consumption. • Based on how consumers buying them,
consumer products can be further classified.
• Eg: to translate the brand name: P&G-宝洁
路漫漫其修远兮, 吾将上下而求索
• Strategy 3: Product adaptation--promotion direct extension产品修改，信息传递直接延 伸策略
• The product is adapted to fit usage conditions but the communication stays the same.
• 如果产品的效用和使用方式在国内外市 场完全相同，可以直接将产品出口；在国 际市场上采用相同的产品信息传递策略， 树立相同的产品形象。
路漫漫其修远兮, 吾将上下而求索
• Eg: The Coca Cola company sell the same products in both home market and international market. And it use the same communication with all kinds of consumers.
• Product invention全新产品策略
路漫漫其修远兮, 吾将上下而求索
• Strategy 1: product-communications extension 产品和信息直接延伸策略
• This strategy is very low cost and takes the same product and communication strategy into other markets.
• Product direct extensioHale Waihona Puke Baidu--promotion adaptation产品直接延伸，信息传递改变策略
• Product adaptation--promotion direct extension产品修改，信息传递直接延伸策略
• Product adaptation—promotion adaptation (dual adaptation)产品和信息传递双调整策略
路漫漫其修远兮, 吾将上下而求索
★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
路漫漫其修远兮, 吾将上下而求索
• 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.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
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.
• 心中首选 Preference、 • 物有所值 Price to value
• Strategy 2: Product direct extension-promotion adaptation产品直接延伸，信息 传递改变策略
• If the product basically fits the different needs or segments of a market, it may need an adjustment in marketing communications only, but different product functions have to be identified.
路漫漫其修远兮, 吾将上下而求索
2020年4月7日星期二
1.Product and its 5 features
• Definition: • ★A product is anything that can be offered
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.
• 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.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
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.
• Eg: specific brands and types cars, high-priced sports equipment, hand-made dress.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
法拉利中国限量版艺术跑车 全球仅1辆
路漫漫其修远兮, 吾将上下而求索
• 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.
• Eg: furniture, clothing, used cars.
路漫漫其修远兮, 吾将上下而求索
• used cars • 宝马二手车广告
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
• 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.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
• 5) The last feature is maintenance. The service of maintenance vary in different parts of the world.
路漫漫其修远兮, 吾将上下而求索
3.Product strategies in international markets
The contents of an international product plan:
• Which country the product will enter? • How to change the original product? • Which product should be added? • Which brand and package should be used? • Which service and guarantee should be
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
• A.O. SMITH 售后服务
2. Product classification
• ★Traditionally, classification of product is based on users, hence the consumer goods and industrial goods.
offered? • When to offer the product?
路漫漫其修远兮, 吾将上下而求索
★Main product strategies used in international marketing
• Product--promotion direct extension (dual extension)产品和信息直接延伸策略
• Eg: life insurance, blood donation(献血).
路漫漫其修远兮, 吾将上下而求索
• 2)industrial products
• They are those purchased for further processing or for use in conducting a business(开展新的业务).
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
高级定制婚纱
路漫漫其修远兮, 吾将上下而求索
• 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.
• So it builds the same product images between home market and oversea markets.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
3P of Coca Cola
路漫漫其修远兮, 吾将上下而求索
• 无处不在 Pervasiveness 、
• 1) consumer products • They are products bought by final
consumers for personal consumption. • Based on how consumers buying them,
consumer products can be further classified.
• Eg: to translate the brand name: P&G-宝洁
路漫漫其修远兮, 吾将上下而求索
• Strategy 3: Product adaptation--promotion direct extension产品修改，信息传递直接延 伸策略
• The product is adapted to fit usage conditions but the communication stays the same.
• 如果产品的效用和使用方式在国内外市 场完全相同，可以直接将产品出口；在国 际市场上采用相同的产品信息传递策略， 树立相同的产品形象。
路漫漫其修远兮, 吾将上下而求索
• Eg: The Coca Cola company sell the same products in both home market and international market. And it use the same communication with all kinds of consumers.
• Product invention全新产品策略
路漫漫其修远兮, 吾将上下而求索
• Strategy 1: product-communications extension 产品和信息直接延伸策略
• This strategy is very low cost and takes the same product and communication strategy into other markets.
• Product direct extensioHale Waihona Puke Baidu--promotion adaptation产品直接延伸，信息传递改变策略
• Product adaptation--promotion direct extension产品修改，信息传递直接延伸策略
• Product adaptation—promotion adaptation (dual adaptation)产品和信息传递双调整策略
路漫漫其修远兮, 吾将上下而求索
★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
路漫漫其修远兮, 吾将上下而求索
• 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.
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
路漫漫其修远兮, 吾将上下而求索
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.
• 心中首选 Preference、 • 物有所值 Price to value
• Strategy 2: Product direct extension-promotion adaptation产品直接延伸，信息 传递改变策略
• If the product basically fits the different needs or segments of a market, it may need an adjustment in marketing communications only, but different product functions have to be identified.