adf_市场营销学双语课件6（PPT 13）--什么是产品.ppt

什么是产品?,Anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumption.Satisfiesawantoraneed.Includes:PhysicalProductsServicesPersonsPlacesOrganizationsIdeasCombinationsoftheabove,产品整体概念,BrandName,QualityLevel,Packaging,Design,Features,Delivery&Credit,Installation,Warranty,After-SaleService,CoreBenefitorService,ActualProduct,CoreProduct,AugmentedProduct,产品层次,ProductAttributes,Branding,Packaging,Labeling,ProductSupportServices,产品特性决策,Quality,Features,Design,品牌,AdvantagesofBrandNamesBrandEquity,Loyalty,Attributes,Quality&Value,Consistency,Identification,Awareness,Credibility,Association,BrandStrategy,LineExtensionsBrandExtensionsMultibrandsNewBrands,BrandSponsor,ManufacturersBrandPrivateBrandLicensedBrandCo-branding,BrandNameSelection,SelectionProtection,品牌决策,品牌战略决策,LineExtension,Multibrands,BrandExtension,NewBrands,BrandName,Existing,New,ProductCategory,Existing,New,品牌战略,LineExtensionExistingbrandnamesextendedtonewforms,sizes,andflavorsofanexistingproductcategory.BrandExtensionExistingbrandnamesextendedtonewproductcategories.MultibrandsNewbrandnamesintroducedinthesameproductcategory.NewBrandsNewbrandnamesinnewproductcategories.,包装,Promotes,Identifies,CompetitiveAdvantages,Describes,SalesTasks,ProductSafety,PackagingLabeling,Width-numberofdifferentproductlines,Length-totalnumberofitemswithinthelines,Depth-numberofversionsofeachproduct,ProductMix-alltheproductlinesoffered,产品组合决策,Consistency,Intangibility,Inseparability,Variability,Perishability,Cantbeseen,tasted,felt,heard,orsmelledbeforepurchase.Cantbeseparatedfromserviceproviders.Qualitydependsonwhoprovidesthemandwhen,whereandhow.Cantbestoredforlatersaleoruse.,服务的特性,SatisfiedandProductiveServiceEmployees,GreaterServiceValue,InternalServiceQuality,HealthServiceProfitsandGrowth,SatisfiedandLoyalCustomers,服务质量链,服务性企业的营销战略,ManagingServiceDifferentiationDevelopoffer,deliveryandimagewithcompetitiveadvantages.ManagingServiceQualityEmpoweremployeesBecome“Customerobsessed”DevelophighservicequalitystandardsWatchserviceperformanceclosely