1、Product Chapter 7 0 Learning Goals 1.Understand products and the major classifications of products and services 2.Learn the decisions companies make regarding their products and services 3.Understand branding strategy 4.Identify the four characteristics that affect the marketing of a service 5.Reali
2、ze additional product issues 1 Definitions 定义定义 Product 产品产品 Anything offered to a market for attention,acquisition,use,or consumption that might satisfy a need or want.任何能够提供到市场供关注、获得、任何能够提供到市场供关注、获得、使用或消费，并可以满足需要或欲望使用或消费，并可以满足需要或欲望的东西。的东西。Goal 1:Understand products and their classifications 2 Prod
3、ucts,Services,and Experiences 产品、服务和体验产品、服务和体验 Market offerings may consist of a combination of goods and services Experiences are used to differentiate offerings What is a Product?3 product=tangible good+service 产品实体服务产品实体服务 4 服务营销服务营销 5 利益 效用 包装 商标 品牌 包装 运送 设计 保证 质量 核心产品核心产品 Core benefit 形式产品形式产品
4、Actual product 附加产品附加产品 Augmented product Levels of Product and Services 产品和服务的层次产品和服务的层次 安装 担保 售后 服务 6 课堂研讨课堂研讨 产品整体概念对指导企业营销管理有何启示？7 整体产品对营销管理的意义整体产品对营销管理的意义 体现了以顾客为中心的现代营销观念。体现了以顾客为中心的现代营销观念。为企业开发适合消费者需要的有形与无为企业开发适合消费者需要的有形与无形产品、挖掘新的市场机会提供了新的形产品、挖掘新的市场机会提供了新的思路。思路。给企业产品开发设计提供了新的方向。给企业产品开发设计提供了新的方
5、向。为企业的产品差异化提供了新的线索。为企业的产品差异化提供了新的线索。整体产品概念要求企业重视各种售后服整体产品概念要求企业重视各种售后服务。务。8 Product and Service Classifications 产品和服务的分类产品和服务的分类 Consumer products 消费品消费品 Industrial products 工业品工业品 Goal 1:Understand products and their classifications 9 What is a Product?Convenience 便利品便利品 Shopping Specialty Unsought
6、 Frequent purchases bought with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producer Types of Consumer Products Goal 1:Understand products and their classifications 10 What is a Product?Convenience Shopping 选购品选购品 Specialty Unsought Less f
7、requent purchases More shopping effort for comparisons.Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal selling Types of Consumer Products Goal 1:Understand products and their classifications 11 What is a Product?Convenience Shopping Specialty 特殊品
8、特殊品 Unsought Strong brand preference and loyalty,requires special purchase effort,little brand comparisons,and low price sensitivity High price Exclusive distribution Carefully targeted promotions Types of Consumer Products Goal 1:Understand products and their classifications 12 What is a Product?Co
9、nvenience Shopping Specialty Unsought 非渴求品非渴求品 Little product awareness and knowledge(or if aware,sometimes negative interest)Pricing varies Distribution varies Aggressive advertising and personal selling by producers and resellers Types of Consumer Products Goal 1:Understand products and their clas
10、sifications 13 Industrial products 工业品工业品 Materials and parts 材料和部件材料和部件 Capital items 资本项目资本项目 Supplies and services 供应品和服务供应品和服务 Goal 1:Understand products and their classifications What is a Product?14 Organizations,persons,places,and ideas 组织、人物、地点和创意组织、人物、地点和创意 Organizational marketing makes us
11、e of corporate image advertising Person marketing applies to political candidates,entertainment sports figures,and professionals Place marketing relates to tourism Social marketing promotes ideas Goal 1:Understand products and their classifications What is a Product?15 Marketers make product and ser
12、vices decisions at three levels:individual product decisions,product line decisions,and product mix decisions.Product Decisions 产品决策产品决策 16 Width Depth PG的产品组合的产品组合 清洁剂清洁剂 牙膏牙膏 香皂香皂 纸尿布纸尿布 洗发水洗发水 碧浪碧浪 高露洁高露洁 玉兰油玉兰油 帮宝适帮宝适 飘柔飘柔 汰渍汰渍 佳洁士佳洁士 舒服佳舒服佳 激爽激爽 海飞丝海飞丝潘婷潘婷 沙宣沙宣 2023/1/4 17 17 Individual Product
13、 单个产品决策单个产品决策 Product Line Product Mix Product attributes 产品属性产品属性 Branding 品牌品牌 Packaging 包装包装 Labeling 标签标签 Product support services 产品支持服务产品支持服务 Key Decisions Goal 2:Learn decisions companies make regarding products 18 Product line A group of products that are closely related because they may:fun
14、ction in a similar manner be sold to the same customer groups,be marketed through the same types of outlets fall within given price ranges Key Decisions Individual Product Product Line 产品线产品线 决策决策 Product Mix Goal 2:Learn decisions companies make regarding products 19 Individual Product Product Line
15、 产品线决策产品线决策 Product Mix Product line length 产品线长度产品线长度 产品线上项目的数量产品线上项目的数量 Line stretching 产品线扩展产品线扩展 向下延伸向下延伸 向上延伸向上延伸 双向延伸双向延伸 Filling 产品线填补产品线填补 Key Decisions Goal 2:Learn decisions companies make regarding products 20 Individual Product Product Line Product Mix 产品组合决策产品组合决策 Product mix Product as
16、sortment 产品集产品集 Consists of all the product lines and items that a particular seller offers for sale 由一个销售者提供或由一个销售者提供或出售的所有产品线和出售的所有产品线和产品项目组成产品项目组成 Key Decisions Goal 2:Learn decisions companies make regarding products 21 Individual Product Product Line Product Mix 产品组合决策产品组合决策 Product mix width 产品组合宽度产品组合宽度:Number of different product lines carried by company Product mix depth 产品组合深度产品组合深度:Number of different versions of each product in the line Product mix Consistency 产品组合黏度产品组合黏度 Key Decisi