东华大学市场营销学课件 (7)

• Product features • Product design
东华大学旭日工商管理学院
MARKETING An Introduction
Branding(1)
Brand: A name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. To brand or not to brand Brand No brand Brand repositioning Brand repositioning No brand repositioning Brand strategy New brands Line extensions Brand extensions Multibrands Brand name selection Selection Protection Brand sponsor Manufacturer’s brand Private brand Licensed brand Co-branding
Chapter 8
PRODUCT AND SERVICE STRATEGIES
• • • • • • • • What Is a Product? Product Classifications Individual Product Decisions Product Line Decisions Product Mix Decisions Services Marketing Marketing Organizations, Persons, Places, and Ideas International Product and Services Marketing
Major appliances, televisions, furniture, clothing
More carefully targeted promotion by producer and resellers
Luxury goods, such as Rolex watches or fine crystal
• Brand name: That part of a brand that can be vocalized-the .
Examples are Avon, Chevrolet, Disneyland, American Express, and UCLA.
• Trademark: A brand or part of a brand that is given legal
Packaging Brand Features Core product name Core Delivery benefit or and service credit Quality Design level
Aftersale service
Figure8-1 Three levels of product
• Copyright: The exclusive legal right to reproduce, publish, and
东华大学旭日工商管理学院
MARKETING An Introduction
Product attributes
• Product quality:
The ability of a product to perform its functions; it includes the product’s overall durability, reliability, precision, ease of operation and repair, and other valued attributes.
• Labeling • Product-Support Services • Product Decisions and Social Responsibility
东华大学旭日工商管理学院
MARKETING An Introduction
Individual Product Decisions(2)
东华大学旭日工商管理学院
MARKETING An Introduction
Product Classifications ---consumer products(1)
Table 8-1 Marketing considerations for consumer products
Marketing considerations Customer buying behavior Types of consumer product Convenience Frequent purchase, little planning, little comparison or shopping effort, low customer involvement Low price Widespread distribution,conve nient locations Shopping Less frequent purchase, much planning and shopping effort, comparison of brands on price, quality, style Higher price Selective distribution in fewer outlets Specialty Strong brand preference and loyalty, special purchase effort, little comparison of brands, low price sensitivity High price Exclusive distribution in only one or a few outlets per market area Unsought Little product awareness, knowledge, or, if aware, little interest (or negative interest) Varies Varies Aggressive advertising and personal selling by producer and resellers Life insurance, Red Cross blood donations
MARKETING An Introduction
Price distribution
Promቤተ መጻሕፍቲ ባይዱtion
Mass advertising and sales promotion by the producer
Toothpaste, magazines, laundry detergent
Advertising and personal selling by producer and resellers
Productsupport services
Product attributes
Branding
Packaging
Labeling
Figure 8-2 Individual product decisions
东华大学旭日工商管理学院
MARKETING An Introduction
品牌的几个概念
Figure 8-3 Major branding decisions
东华大学旭日工商管理学院
MARKETING An Introduction
• Brand: A name, term, sign, or design, or a combination of these,
intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
protection-it protects the seller’s exclusive rights to use the brand name or brand mark. sell the matter and form of a literary, musical, or artistic work.
东华大学旭日工商管理学院
Warranty
MARKETING An Introduction
Product Classifications
• Consumer Product: Products bought by final consumers for personal consumption.
• Industrial Product: Products bought by individuals and organizations for further processing or for use in conducting a business.
Examples
东华大学旭日工商管理学院
Product Classifications ---consumer products(2)
• Convenience products: Consumer products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort. • Shopping products: Consumer products that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price, and style. • Specialty products: Consumer products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. • Unsought products: Consumer products that the consumer either does not know about or knows about but does not normally think of buying.
东华大学旭日工商管理学院
MARKETING An Introduction
What Is a Product?
Augmented product Actual product Installation
Product: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
东华大学旭日工商管理学院
MARKETING An Introduction
Individual Product Decisions(1)
• Product Attributes • Branding • Packaging
The activities of designing and producting the container or wrapper for a product.