产品推销 英文版ppt课件
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
7
The level of products cont.
Actual product is a product’s parts, quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits
17
Specialty products
Consumer goods and services that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort.
Unsought Goods
Specialty
15
Convenience products
Consumer goods and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort
Chapter 1 Developing and maintaining knowledge of products and service
1
Chapter Objective
1. Define the term product, including the core, actual and augmented product, product line.
Products may classes based on the types of consumers that use them
Consumer products Business-to-business products
13
Consumer product
Consumer products are products brought by final consumers for personal consumption.
16
Shopping products
Goods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitability, quality, price and style.
It includes physical objects, services, persons, places, organisations and ideas
5
The level of products
Core product Actual products Augmented product
18
Unsought products
Consumer goods and services that the consumer either does not know about or know about but does not normally think of buying.
19
B2B product
Base on how consumers go about buying them, it include: convenience, shopping, specialty and unsought products
14
Classification
Convenience
Shopping
Types of Consumer Products
B2B refer to business to business
B2B product means: goods purchased by individuals and organisations for further processing or for use in conducting a business
6
The level of products cont.
Core product is the problem-solving services or core benefits that consumers are really looking for when they buy a product
10
Exercise
Base on Figure 1.1 (Three Levels of Product),
Take the airline company as a example to illustrating three levels of its product
11
Product Classifications
2. Explain services classifications and discuss the marketing of services.
2
Product
3
In your opinion， what is product？
4
Definition
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
8
The level of products cont.
Augmented product means additional consumer services and benefits built arots.
9
Figure 1.1: Three Levels of Product
The level of products cont.
Actual product is a product’s parts, quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits
17
Specialty products
Consumer goods and services that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort.
Unsought Goods
Specialty
15
Convenience products
Consumer goods and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort
Chapter 1 Developing and maintaining knowledge of products and service
1
Chapter Objective
1. Define the term product, including the core, actual and augmented product, product line.
Products may classes based on the types of consumers that use them
Consumer products Business-to-business products
13
Consumer product
Consumer products are products brought by final consumers for personal consumption.
16
Shopping products
Goods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitability, quality, price and style.
It includes physical objects, services, persons, places, organisations and ideas
5
The level of products
Core product Actual products Augmented product
18
Unsought products
Consumer goods and services that the consumer either does not know about or know about but does not normally think of buying.
19
B2B product
Base on how consumers go about buying them, it include: convenience, shopping, specialty and unsought products
14
Classification
Convenience
Shopping
Types of Consumer Products
B2B refer to business to business
B2B product means: goods purchased by individuals and organisations for further processing or for use in conducting a business
6
The level of products cont.
Core product is the problem-solving services or core benefits that consumers are really looking for when they buy a product
10
Exercise
Base on Figure 1.1 (Three Levels of Product),
Take the airline company as a example to illustrating three levels of its product
11
Product Classifications
2. Explain services classifications and discuss the marketing of services.
2
Product
3
In your opinion， what is product？
4
Definition
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
8
The level of products cont.
Augmented product means additional consumer services and benefits built arots.
9
Figure 1.1: Three Levels of Product