产品推销 英文版.ppt

1,Chapter1Developingandmaintainingknowledgeofproductsandservice,2,ChapterObjective,Definethetermproduct,includingthecore,actualandaugmentedproduct,productline.Explainservicesclassificationsanddiscussthemarketingofservices.,3,Product,4,Inyouropinion，whatisproduct？,5,Definition,Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionthatmightsatisfyawantorneed.Itincludesphysicalobjects,services,persons,places,organisationsandideas,6,Thelevelofproducts,CoreproductActualproductsAugmentedproduct,7,Thelevelofproductscont.,Coreproductistheproblem-solvingservicesorcorebenefitsthatconsumersarereallylookingforwhentheybuyaproduct,Whatisthebuyerreallybuying?,8,Thelevelofproductscont.,Actualproductisaproductsparts,qualitylevel,styling,features,brandname,packagingandotherattributesthatcombinetodelivercoreproductbenefits,9,Thelevelofproductscont.,Augmentedproductmeansadditionalconsumerservicesandbenefitsbuiltaroundthecoreandactualproducts.,10,Figure1.1:ThreeLevelsofProduct,11,Exercise,BaseonFigure1.1(ThreeLevelsofProduct),Taketheairlinecompanyasaexampletoillustratingthreelevelsofitsproduct,12,Figure1.2:Illustratingthreelevelsofproduct,13,ProductClassifications,ProductsmayclassesbasedonthetypesofconsumersthatusethemConsumerproductsBusiness-to-businessproducts,14,Consumerproduct,Consumerproductsareproductsbroughtbyfinalconsumersforpersonalconsumption.Baseonhowconsumersgoaboutbuyingthem,itinclude:convenience,shopping,specialtyandunsoughtproducts,15,Classification,TypesofConsumerProducts,Convenience,UnsoughtGoods,Specialty,Shopping,16,Convenienceproducts,Consumergoodsandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort,17,Shoppingproducts,Goodsandservicesthattheconsumer,intheprocessofselectionandpurchase,usuallycomparesonbasessuchassuitability,quality,priceandstyle.,18,Specialtyproducts,Consumergoodsandservicesthathaveuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyeriswillingtomakeaspecialpurchaseeffort.,19,Unsoughtproducts,Consumergoodsandservicesthattheconsumereitherdoesnotknowaboutorknowaboutbutdoesnotnormallythinkofbuying.,20,B2Bproduct,B2BrefertobusinesstobusinessB2Bproductmeans:goodspurchasedbyindividualsandorganisationsforfurtherprocessingorforuseinconductingabusiness,21,B2BProductClassification,22,MaterialsandParts,Industrialgoodsthatbecomepartofthebuyersproductcompletely,includingrawmaterialsandmanufacturedmaterialsandparts.Rawmaterialsincludefarmproductsandnaturalproducts.Manufacturedmaterialsandpartsincludecomponentmaterialsandcomponentparts.,23,Capitalitems,Industrialgoodsandservicesthatenterthefinishedproductpartly,includinginstallationsandaccessoryequipment.Installationsconsistofbuildingsandfixedequipment.Accessoryequipmentincludesportablefactoryequipmentandtoolsandofficeequipment.,24,Supplies,Industrialgoodsthatdonotenterthefinishedproductatall.Suppliesaretheconvenienceproductofthebusinessmarketandareusuallypurchasedwithminimumeffortorcomparison.,25,Services,26,Services,Serviceorganisationsoffercustomerssomethingthatisintangible:theinteractiondoesnotresultintheownershipofanythingthatendures,27,CharacteristicsofServices,Perishability,Variability,Intangibility,Inseparability,Service,28,Serviceconsumptionmostlyinvolvespeopleinserviceencounters,servicesareexperientialinnatureandoftenrequirespecialmeasurestoassessqualitysuchasmysteryshoppers,29,Discussion,Areservicesproducts?Aretheyreallysodifferentfrombrandedgoods,30,Discussion,IsMicrosoftaproductoraservice?Why?,31,Industry,32,Beingfamiliarwiththeindustryhelpsyoutobeconfidentandperformwellinyourrole,33,InformationRelatedtoIndustry,ManufacturingHospitalityInformationTechnology,TradeAutomotiveTransportsport,Theindustrysector,34,InformationRelatedtoIndustry,ThekindoforganizationandtheproductsandservicesofferedForexample,afurnitureorahousecareprovider,35,InformationRelatedtoIndustry,Businessownershipororganisationstructure:OwnedbyonepersonorapartnershipAprivatebusinessorpubliccompanyAcooperative,government-owned,orafranchiseRunbyaboardorshareholders,36,InformationRelatedtoIndustry,Regulationsthataffectthewaythebusinessoperates,37,InformationRelatedtoIndustry,ThesizeoftheorganisationSmall(1-30employees)Medium(31-79employees)Large(morethan80employees),38,Practicetask1,Usetheorganisationyouarefamiliarwithtocompletethistable,39,Chapter2Recommendingproductandservices,40,NeedsWantDemand,2019/12/12,41,可编辑,42,Needs,HumanneedsarethemostbasicconceptunderlyingmarketingStatesoffeltdeprivationHumanshavemanycomplexneedsincludingphysical,socialandindividualneeds,43,Needs,Whenaneedisnotsatisfied,apersonwilleithertrytoreducetheneedorlookforanobjectthatwillsatisfyitPeopleinlesseconomicallydevelopedsocietiesmighttrytoreducetheirdesiresandsatisfythemwithwhatisavailable,44,What,Wantsaretheformtakenbyhumanneedsandareshapedbycultureandindividualpersonality.Asasocietyevolves,thewantsofitsmembersexpand.Marketerstrytoprovidemorewant-satisfyinggoodsandservices,45,测试你的需求欲望,请在纸上随意画一条蛇A像棒子一样直的蛇B卷成圆盘状的蛇C缠在树上或其他东西上的蛇D波状蛇,46,把蛇画成像棒子一样僵直的人，正处于满足于现状之中，是淡泊的人，并不作超出自身能力的妄想。卷缩成盘状的蛇，表示得不到满足的欲望即将爆发。不过，如果只是卷成盘状的蛇，虽然表达出某种程度的不满足，但也仅仅是在静静地储存力量。相反地，如果是扬起脖子的蛇，则是不满的程度很强烈，若蛇伸出嘶嘶叫的舌头，则表示即将爆发这是不满足程度最高的情况。你已经不满到想拖人下水的境地。画波状蛇的人，预示着要向某处移动。需求与供给均衡运转，正处在妥善处理不满情绪的状态。,47,Demand,DemandsarethehumanwantsthatarebackedupbybuyingpowerWhenpeoplehavethemoneytopurchasetheneed-satisfyingobjectthereisthendemand,48,Discussion？,Whatistherelationshipbetweenneeds,wantsanddemand,49,Customersviewproductsasbundlesofbenefitsandchoosetheproductsthatgivethemthebestvalueformoney.Outstandingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomersneeds,wantsanddemands.Understandingcustomerneeds,wants,anddemandsindetailprovidesimportantinputfordesigningmarketingstrategies.,50,Negativedemand:amajorpartofthemarketdislikestheproductandmayevenpayapricetoavoiditNodemand:TargetconsumersmaybeunawareoforuninterestedintheproductLatentdemand:Manyconsumersshareastrongneedthatcannotbesatisfiedbyexistingproducts,51,Decliningdemand:everyorganisationwillfaceadeclineindemandforoneormoreofitsproductssoonerorlaterIrregulardemand:manyorganisationsfacedemandthatvariesonaseasonal,dailyorhourlybasisFulldemand:organisationsfacefulldemandwhentheyaresatisfiedwiththeirvolumeofbusiness,52,Overfulldemand:organisationsmayfaceademandlevelthatishigherthantheycanorwanttohandleUnwholesomedemand:unwholesomeproductswillattractorganisedeffortstodiscouragetheirconsumption,53,Activity,Suppose:aconsumersaid:IwantaexpansivecarAnalyseanypossibledemand,54,ExampleIwantanexpansivecar,说出来的需要(顾客想要一辆昂贵的车)。真正的需要(顾客想要的这辆车，开起来很省钱，而其最初的价格却不低)。没有说出来的需要(顾客想获得优质服务)。满足令人高兴的需要(顾客买车时，附赠一份道路图)。秘密需要(顾客想被他的朋友看成是识货的人)。,55,Clientneeds,56,ClientSatisfaction,57,BuildcustomersatisfactionthroughValueQualityService,58,CustomerDeliveredValue,59,ClientSatisfaction,DefinitionSatisfactionisapersonsfeelingsofpleasureordisappointmentresultingfromcomparingaproductsperceivedperformance(oroutcome)inrelationtohisorherexpectations.,60,SatisfiedCustomers:,AreloyallongerBuymore(newproductsitincludestheproductsdurability,reliability,precision,easeofoperationandrepair,andothervaluedattributes,#1,62,Strategicqualityinvolvesgaininganedgeovercompetitorsbyconsistentlyofferingproductsandservicesthatgivecustomersbetterqualityqualityisnotaproblemtobesolved;itisacompetitiveopportunity,63,Provideproductandserviceinformation,64,Whereinformationcomefrom,AttradeFairsOnwebsitesInindustrymagazinesInnewspaperandtelevisionThroughmediareleasesBrochures,pamphlets,65,IdentifyNewMarket,66,OrgansiationalRequirements,67,Roleplay,Scenario:YouarethesalesmanfortheCocaCola.Youcustomerisasupermarketwhichlocatedinthecollege.Duetotheconfinedspace,productssellinthisshopislimitedandhighprofitmargin.Question:whatwouldyoudotopersuadethebosssellyourproductinhisshop.,68,Chatper3Advisingonpromotionalactivities,69,Promotion,70,Promotionactivities,SamplesCouponsPremiumsContests/Sweepstake,Refunds/rebatesBonuspacksPrice-offdealsFrequencyprogramsEventmarketing,71,Competitor,72,Whoisyourcompetitor,73,Casestudy,RaviboughtaphonefromFunkyFones.Hewashappywithhispurchaseuntilhesawanadvertisement,inanewspaperofferingthesamephoneatacheaperprice.,74,Casestudy,HecontactedFunkyFonesandtoldthemabouttheircompetitorspriceandhowunhappyhewasthathehadpaidmore.FunkyFonesofferedtomatchtheircompetitorspriceandgiveRaviarefund.Theyalsocheckedthepricesofalltheirphoneswiththatoftheircompetitorandadjustedtheirpricestomatch.,75,Question,HowmightFunkyFoneshaveprevent