adf_市场营销学双语课件6(PPT 13)--什么是产品

Credibility
Awareness
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品牌决策
8-6
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
AfterSale Service
Warranty
Actual
Core
Product
Product
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产品层次
8-3
Product Attributes
Branding
Packaging
Labeling
Product Support Services
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服务质量链
8-12
Internal Service Quality
Health Service Profits and Growth
Satisfied and Productive Service
Employees
Satisfied and Loyal Customers
Greater Service Value
Brand Strategy
Line Extensions Brand Extensions
Multibrands New Brands 来自www.cnshu.cn 中国最大的资料库下载
品牌战略决策
8-7
Existing
New
Product Category
Existing
New
Line Extension
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
• Managing Service Productivity
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产品整体概念
8-2
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
Product Mix all the product
lines offered
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服务的特性
8-11
Intangibility Inseparability
Variability Perishability
Can’t be seen, tasted, felt, heard, or smelled before purchase.
Brand Extension
Multibrands
New Brands
Brand Name
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品牌战略
8-8
• Line Extension
–Existing brand names extended to new forms, sizes, and flavors of an existing product category.
什么是产品?
8-1
• Anything that can be offered to a market for attention, acquisition, use or consumption.
• Satisfies a want or a need.
• Includes:
–Physical Products – Services – Persons – Places – Organizations – Ideas –Combinations of the above
• Brand Extension
–Existing brand names extended to new product categories.
• Multibrands
–New brand names introduced in the same product category.
• New Brands
Describes
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产品组合决策
8-10
Consistency
Width - number of different product
lines
Length - total number of items within the lines
Depth - number of versions of each product
产品特性决策
8-4
Quality
Features
Design
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品牌
8-5
Consistency
Quality & Value
Attributes Association
Advantages of
Brand 来自百度文库ames
Brand Equity
Identification Loyalty
–New brand names in new product categories.
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包装
8-9
Competitive Advantages
Sales Tasks
Packaging
Product Safety
Identifies
Labeling Promotes
– Train current or new employees – Increase quantity by decreasing quality – Utilize technology
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Can’t be separated from service providers.
Quality depends on who provides them and when, where and how.
Can’t be stored for later sale or use.
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服务性企业的营销战略
8-13
• Managing Service Differentiation
– Develop offer, delivery and image with competitive advantages.
• Managing Service Quality