产品、服务和品牌战略(ppt 25页).ppt

Product,Services,andBrandingStrategies,产品、服务和品牌战略,9-1,Objectives目标,Beabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.,定义产品以及主要的产品与服务分类。说明企业在确定产品线和产品组合时做出的各项决策。,9-2,Objectives目标,Understandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.,说明企业怎样建立并管理其品牌。阐述对服务营销造成影响的四方面特征讨论对社会责任与国际营销需要额外关注的事项。,9-3,CosmeticscompaniessellbillionsofdollarsworthofproductsConsumersbuymorethanjustaparticularsmell,The“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.,TheCosmeticsIndustry化妆品业,CaseStudy案例研究,9-4,Definitions定义,ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.,产品向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。服务由一方向另一方提供的本质上无形而又不带来任何所有权的任何活动或利益。,9-5,WhatisaProduct?什么是产品？,Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications,产品、服务和体验企业向市场所提供的，既包括有形产品又包括服务产品和服务的层次核心利益、实体产品、扩展产品产品和服务的分类,9-6,频繁购买，很少计划，很少作比较或费精力，顾客参与度低低价格渠道广泛制造商大批量促销,Convenience便利品,FrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducer,9-7,Shopping选购品,不经常购买，较多的计划并为购物花费较多的精力，根据质量、价格和样式比较品牌比便利品价格高在较少的店面进行选择性分销生产商和经销商的广告和人员推销,Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandreseller,9-8,Specialty特购品,强烈品牌偏好和高度忠诚，为购买付出特别努力，很少比较品牌，价格敏感性低高价格专卖生产商和经销商针对性更强的促销,Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionbyproducersandresellers,9-9,Unsought非渴求品,对产品了解很少（或者即使了解，也没有什么兴趣或唯恐避之不及）不一定不一定生产商和经销商的强力广告和人员推销,Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandpersonalsellingbyproducersandresellers,9-10,WhatisaProduct?产品是什么？,ProductandServiceClassificationsConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices,产品和服务分类消费品产业用品材料和部件资本品辅助品服务,9-11,ProductandServiceClassifications产品和服务分类,Organizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas,组织、人员、地点和观念组织营销使用公司形象广告人员营销常用于政治选举地点营销与旅游有关社会营销活动促销观念,9-12,IndividualProduct产品决策,产品属性质量、特征、风格和设计品牌包装标签产品支持服务,ProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservices,9-13,ProductLine产品线决策,产品线长度产品线延伸：增加比现有产品价格更高或更低的产品产品线补充：在现在价格水平下添加更多项目,ProductlinelengthLinestretching:addingproductsthatarehigherorlowerpricedthantheexistinglineLinefilling:addingmoreitemswithinthepresentpricerange,9-14,ProductMix产品组合决策,产品线宽度:公司不同产品线的数目产品线深度:产品线内所包括的产品品种、样式和数量产品线一致性,Productlinewidth:numberofdifferentproductlinescarriedbycompanyProductlinedepth:NumberofdifferentversionsofeachproductinthelineProductlineconsistency,9-15,BrandingStrategy品牌管理,Brandsarepowerfulassetsthatmustbecarefullydeveloped/managed.Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition,品牌是有力的资产，小心开发和管理。有较高资产的品牌有许多竞争优势：高消费者认知度强品牌忠诚度会在新产品上市上提供帮助不易受价格竞争影响,9-16,BrandPositioning品牌定位,定位的三个水平：产品特征效果最小利益信念和价值可以唤起情感,Threelevelsofpositioning:ProductattributesLeasteffectiveBenefitsBeliefsandvaluesTapsintoemotions,9-17,BrandNameSelection品牌名选择,理想的品牌名：表明有关产品带来的好处和质量方面的一些情况易于发音、识别和记忆独特鲜明易于扩展易于翻译成外语能够注册并得到法律保护,GoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotected,9-18,BrandSponsorship品牌持有者,制造商品牌自有（商店）品牌持有和推广成本高利润高许可名称和形象许可越来越多联合品牌优点/缺点,ManufacturerbrandsPrivate(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrownCo-brandingAdvantages/disadvantages,9-19,BrandDevelopment品牌战略,产品线延伸对现有产品的微小变动品牌延伸成功的品牌名称可以帮助介绍新产品多品牌在同一个产品类别当中引入新品牌新品牌新产品类别,LineextensionsMinorchangestoexistingproductsBrandextensionsSuccessfulbrandnameshelpintroducenewproductsMultibrandsMultipleproductentriesinaproductcategoryNewbrandsNewproductcategory,9-20,LineExtensionsMayFeatureDifferent:产品线延伸中的不同特征,FlavorsColorsFormsIngredientsPackageSizes,品味色彩样式成分包装规格,9-21,ServicesMarketing服务营销,ServicesAccountfor74%ofU.S.grossdomesticproduct.Serviceindustriesincludebusinessorganizations,government,andprivatenot-for-profitorganizations.,服务占美国国内生产总值的74%服务业包括商业组织、政府和民间非营利组织,9-22,CharacteristicsofServicesIntangibilityConsumerslookforservicequalitysignalsInseparabilityServicescantbeseparatedfromprovidersVariabilityEmployeesandotherfactorsresultinvariabilityPerishabilityServicescantbeinventoriedforlatersale,服务的特点无形性消费者会寻找服务质量信号不可分离性不能与提供者分开可变性服务人员和其它因素导致了可变性易消失性不能够存储用来以后的销售,ServicesMarketing服务营销,9-23,ServicesMarketing服务营销,ServiceFirmMarketingStrategiesTheService-ProfitChainInternalMarketingInteractiveMarketingManagingServic