国际市场营销(第六章讲稿ppt)

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1、SettingtheproductandBrandingStrategyChapter6ChapterObjectives■Whatarethecharacteristicsofproducts?■Howcanacompanybuildandmanageitsproductmixandproductlines?■Howcanacompanymakebetterbranddecisions?■Howcanpackagingandlabelingbeusedasmarketingtools?11.Theproductandthep

2、roductmixProductAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,information,andideas.23FiveProductLevelsPotentialproductAugmentedproduct

3、ExpectedproductBasicproductCorebenefit45ProducthierarchyWecanidentifysixlevelsoftheproducthierarchy(hereforlifeinsurance):NeedfamilyProductfamilyProductclassProductlineProducttypeItem(alsocalledstockkeepingunitorproductvariant)6ProductClassificationsDurabilityandtan

4、gibility■Nondurablegoods:tangible■Durablegoods:tangible■Service:intangibleConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices7ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesboughtwithminimalbuyingeff

5、ortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducerTypesofConsumerProducts8ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesMoreshoppingeffortforcomparisons.HigherthanconveniencegoodpricingSelecti

6、vedistributioninfeweroutletsAdvertisingandpersonalsellingTypesofConsumerProducts9ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExc

7、lusivedistributionCarefullytargetedpromotionsTypesofConsumerProducts10ConsumerProductsClassificationConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandper

8、sonalsellingbyproducersandresellersTypesofConsumerProducts11ProductDecisionsIndividualProductProductMixProductLineProductattributesQuality