23市场营销讲义.ppt

Convenience Products Buy frequently & immediately > Low priced > Many purchase locations > Includes: • Staple goods • Impulse goods • Emergency goods
Specialty Products Special purchase efforts > Unique characteristics > Brand identification > Few purchase locations
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©2000 Prentice Hall
Labels
Promote Describe Identify
Line Stretching Downmarket Upmarket Two-way
Line Filling Line Modernization Line Featuring & Line Pruning
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What is a Brandomer (no reason to change)
No Brand Loyalty (customer will change)
Brand Strategies
Existing
Product Category
Existing
New
Line Extension
Brand Extension
New
Multibrands
New Brands
Brand Name
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Good Brand Names:
Distinctive
Lack Poor Foreign
Language Meanings
Suggest Product Qualities
Suggest Product Benefits
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Shopping Products Buy less frequently > Gather product information > Fewer purchase locations > Compare for:
• Suitability & Quality • Price & Style
Objectives
Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling
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Consumer-Goods Classification
Personality
Attributes
Benefits
Values
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Brand Equity
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Devoted to Brand
Values the Brand (brand as friend)
Satisfied & Switching Cost
Easy to: Pronounce Recognize Remember
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Why Package Crucial as a Marketing Tool
Self-service Consumer affluence Company & brand image Opportunity for innovation
Unsought Products
New innovations > Products consumers don’t want to think about. >Require much advertising & personal selling
Product Mix
Width - number of different product lines
Length - total number of items
within the lines
Depth - number of versions of each
product
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Product Mix all the product
lines offered
Product-Line Length