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1、产品和品牌策略第六章：产品和品牌策略最牛英语口语培训模式：躺在家里练口语，全程外教一对一，三个月畅谈无阻！太平洋英语，免费体验全部外教一对一课程：http://www.pacificenglish.cn教学目的：通过产品与战略方案的讲授，使学生掌握关于“产品营销策略”的相关知识，并培养实际运用能力。教学重点：一家公司如何制定更好的品牌决策？教学难点：一家公司如何制定更好的品牌决策？教学时数：6学时（讲授、咨询型课型讨论、实践）教学内容与步骤：Chapter6Settingtheproductandbrandingstrategy产品和品牌策略K
2、otleronMarketingThebestwaytoholdcustomersistoconstantlyfigureouthowtogivethemmoreforless.ChapterObjectivesInthischapter,wefocusonthefollowingquestions:■Whatarethecharacteristicsofproducts?■Howcanacompanybuildandmanageitsproductmixandproductlines?■Howcanacompanymakebetterbran
3、ddecisions?■Howcanpackagingandlabelingbeusedasmarketingtools?WhatdobusinessexecutivesRoyKroc(McDonald’s)andColonelSanders(KentuckyFriedChicken)haveincommon?TheyallhaveledorleadlivesinterestingenoughtofeatureonAξE’saward-winningtelevisionshowBiography.AξE’sBiographyoffersexce
4、llentlessonsinproductandbrandmanagement.1.TheproductandtheproductmixAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,information,andideas.产品和品牌策略P
5、roductlevelsInplanningitsmarketoffering,themarketerneedstothinkthroughfivelevelsoftheproduct.Eachleveladdsmorecustomervalue,andthefiveconstituteacustomervaluehierarchy.Themostfundamentallevelisthecorebenefit:thefundamentalserviceorbenefitthatthecustomerisreallybuying.Ahotelg
6、uestisbuying"testandsleep."Thepurchaserofadrillisbuying"holes,"Marketersmustseethemselvesasbenefitproviders.Atthesecondlevel,themarketerhastoturnthecorebenefitintoabasicproduct.Thusahotelroomincludesabed,bathroom,towels,desk,dresser,andcloset.Atthethirdlevel,themarketerprepa
7、resanexpectedproduct,asetofattributesandconditionsbuyersnormallyexpectwhentheypurchasethisproduct.Hotelguestexpectacleanbed,freshtowels,workinglamps,andarelativedegreeofquiet.Becausemosthotelscanmeetthisminimumexpectation,thetravelernormallywillsettleforwhicheverhotelismostc
8、onvenientorleastexpensive.Attheforthlevel,themarketerpreparesmiaugmentedpro
