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 Actualproductisaproduct sparts 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 Industrialgoodsthatbecomepartofthebuyer sproductcompletely 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 41 Needs HumanneedsarethemostbasicconceptunderlyingmarketingStatesoffeltdeprivationHumanshavemanycomplexneedsincludingphysical socialandindividualneeds 42 Needs Whenaneedisnotsatisfied apersonwilleithertrytoreducetheneedorlookforanobjectthatwillsatisfyitPeopleinlesseconomicallydevelopedsocietiesmighttrytoreducetheirdesiresandsatisfythemwithwhatisavailable 43 What Wantsaretheformtakenbyhumanneedsandareshapedbycultureandindividualpersonality Asasocietyevolves thewantsofitsmembersexpand Marketerstrytoprovidemorewant satisfyinggoodsandservices 44 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 45 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 46 Demand DemandsarethehumanwantsthatarebackedupbybuyingpowerWhenpeoplehavethemoneytopurchasetheneed satisfyingobjectthereisthendemand 47 Discussion Whatistherelationshipbetweenneeds wantsanddemand 48 Customersviewproductsasbundlesofbenefitsandchoosetheproductsthatgivethemthebestvalueformoney Outstandingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomers needs wantsanddemands Understandingcustomerneeds wants anddemandsindetailprovidesimportantinputfordesigningmarketingstrategies 49 Negativedemand amajorpartofthemarketdislikestheproductandmayevenpayapricetoavoiditNodemand TargetconsumersmaybeunawareoforuninterestedintheproductLatentdemand Manyconsumersshareastrongneedthatcannotbesatisfiedbyexistingproducts 50 Decliningdemand everyorganisationwillfaceadeclineindemandforoneormoreofitsproductssoonerorlaterIrregulardemand manyorganisationsfacedemandthatvariesonaseasonal dailyorhourlybasisFulldemand organisationsfacefulldemandwhentheyaresatisfiedwiththeirvolumeofbusiness 51 Overfulldemand organisationsmayfaceademandlevelthatishigherthantheycanorwanttohandleUnwholesomedemand unwholesomeproductswillattractorganisedeffortstodiscouragetheirconsumption 52 Activity Suppose aconsumersaid IwantaexpansivecarAnalyseanypossibledemand 53 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 54 Clientneeds 55 ClientSatisfaction 56 BuildcustomersatisfactionthroughValueQualityService 57 CustomerDeliveredValue 58 ClientSatisfaction DefinitionSatisfactionisaperson sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct sperceivedperformance oroutcome inrelationtohisorherexpectations 59 SatisfiedCustomers AreloyallongerBuymore newproducts upgrades Spreadfavorableword of mouthAremorebrandloyal lesspricesensitive OfferfeedbackReducetransactioncosts 60 Quality ProductQualityistheabilityofaproducttoperformitsfunctions itincludestheproduct sdurability reliability precision easeofoperationandrepair andothervaluedattributes 1 61 Strategicqualityinvolvesgaininganedgeovercompetitorsbyconsistentlyofferingproductsandservicesthatgivecustomersbetterquality qualityisnotaproblemtobesolved itisacompetitiveopportunity 62 Provideproductandserviceinformation 63 Whereinformationcomefrom AttradeFairsOnwebsitesInindustrymagazinesInnewspaperandtelevisionThroughmediareleasesBrochures pamphlets 64 IdentifyNewMarket 65 OrgansiationalRequirements 66 Roleplay Scenario YouarethesalesmanfortheCocaCola Youcustomerisasupermarketwhichlocatedinthecollege Duetotheconfinedspace productssellinthisshopislimitedandhighprofitmargin Question whatwouldyoudotopersuadethebosssellyourproductinhisshop 67 Chatper3Advisingonpromotionalactivities 68 Promotion 69 Promotionactivities SamplesCouponsPremiumsContests Sweepstake Refunds rebatesBonuspacksPrice offdealsFrequencyprogramsEventmarketing 70 Competitor 71 Whoisyourcompetitor 72 Casestudy RaviboughtaphonefromFunkyFones Hewashappywithhispurchaseuntilhesawanadvertisement inanewspaperofferingthesamephoneatacheaperprice 73 Casestudy HecontactedFunkyFonesandtoldthemabouttheircompetitor spriceandhowunhappyhewasthathehadpaidmore FunkyFonesofferedtomatchtheircompetitor spriceandgiveRaviarefund Theyalsocheckedthepricesofalltheirphoneswiththatoftheircompetitorandadjustedtheirpricestomatch 74 Question HowmightFunkyFoneshavepreventedthepr