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Industrial Products
Product bought by individuals and organizations for further processing or for use in conducting a business.
Convenience Products
Consumer products and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
Products and services bought by final consumers for personal consumption.
Convenience products Shopping products Specialty products Unsought products
Product and Service Classification
Consumer products
Industrial products
Broadly defined--- organizations, persons, places, and ideas
Consumer Products
Discuss branding strategy--- the decisions companies make in building and managing their brands
Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require
Major issues
What is a product? Product and service decisions Branding strategy: building strong
brands Service marketing
What Is a Product?
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
Chapter 8 Product, Services, and Branding Strategy
By Li Xuejia
Objectives
Define product and the major classifications of products and services
Describe the decisቤተ መጻሕፍቲ ባይዱons companies make regarding their individual products and services, product lines, and product mixes
Materials and parts Capital item Supplies and services
E.g. Specific brands and types of cars, services of medical or legal specialists, high-priced photographic equipment
back
Unsought products
Consumer product that the consumer either does not know about or knows about but does not normally think of buying
E.g. Clothing, furniture, household appliances
back
Specialty Products
Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
Broadly defined, products include physical objects, services, events, persons, places, organizations, ideas, or mixes of these entities.
Levels of Product and Services
E.g. Soap, newspapers, fast food
back
Shopping Products
Consumer good that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price, and style.
Core benefit: the core, problem-solving benefit or services
Actual product: features, design, a quality level, a brand name, and packaging
Augmented product: additional consumer services and benefits
back
Industrial Products
Product bought by individuals and organizations for further processing or for use in conducting a business.
Convenience Products
Consumer products and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
Products and services bought by final consumers for personal consumption.
Convenience products Shopping products Specialty products Unsought products
Product and Service Classification
Consumer products
Industrial products
Broadly defined--- organizations, persons, places, and ideas
Consumer Products
Discuss branding strategy--- the decisions companies make in building and managing their brands
Identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require
Major issues
What is a product? Product and service decisions Branding strategy: building strong
brands Service marketing
What Is a Product?
Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
Chapter 8 Product, Services, and Branding Strategy
By Li Xuejia
Objectives
Define product and the major classifications of products and services
Describe the decisቤተ መጻሕፍቲ ባይዱons companies make regarding their individual products and services, product lines, and product mixes
Materials and parts Capital item Supplies and services
E.g. Specific brands and types of cars, services of medical or legal specialists, high-priced photographic equipment
back
Unsought products
Consumer product that the consumer either does not know about or knows about but does not normally think of buying
E.g. Clothing, furniture, household appliances
back
Specialty Products
Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
Broadly defined, products include physical objects, services, events, persons, places, organizations, ideas, or mixes of these entities.
Levels of Product and Services
E.g. Soap, newspapers, fast food
back
Shopping Products
Consumer good that the customer, in the process of selection and purchase, characteristically compares on such bases as suitability, quality, price, and style.
Core benefit: the core, problem-solving benefit or services
Actual product: features, design, a quality level, a brand name, and packaging
Augmented product: additional consumer services and benefits