市场营销学英文课件：ch12 Setting Product Strategy

1、12Setting Product Strategy 1 1Chapter QuestionsWhat are the characteristics of products and how do marketers classify products? How can companies differentiate products?Why is product design important and what factors affect a good design?Copyright 2011 Pearson Education, Inc. Publishing as Prentice

2、 Hall 12-2Chapter QuestionsHow can a company build and manage its product mix and product lines?How can companies combine products to create strong co-brands or ingredient brands?How can companies use packaging, labeling, warranties, and guarantees as marketing tools?Copyright 2011 Pearson Education

3、, Inc. Publishing as Prentice Hall 12-3Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-4What is a Product?A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organ

4、izations, information, and ideas.Figure 12.1 Components of the Market OfferingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-5Figure 12.2 Five Product LevelsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-6Copyright 2011 Pearson Education, Inc. Publishing

5、 as Prentice Hall 12-7Product Classification SchemesDurabilityTangibilityUseCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-8Durability and TangibilityNondurable goodsDurable goodsServicesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-9Consumer Goods Clas

6、sificationConvenienceShoppingSpecialtyUnsoughtCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-10Industrial Goods ClassificationMaterials and partsCapital itemsSupplies/business servicesProduct DifferentiationProduct formFeaturesCustomizationPerformanceConformanceDurabilityRelia

7、bilityRepairabilityStyleCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-11Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-12Service DifferentiationOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repairReturnsDesignCopyr

8、ight 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-13Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-14The Product HierarchyNeed familyProduct familyProduct classProduct lineProduct typeItemProduct Systems and MixesCopyright 2011 Pearson Education, Inc. Publishing

9、 as Prentice Hall 12-15Figure 12.3 Product-Item Contributions to a Product Lines Total Sales and ProfitsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-16Figure 12.4 Product Map for a Paper-Product LineCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-17Copy

10、right 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-18Line StretchingDown-Market StretchUp-Market StretchTwo-Way StretchCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-19Product-Mix PricingProduct-line pricingOptional-feature pricingCaptive-product pricingTwo-part

11、 pricingBy-product pricingProduct-bundling pricingIngredient Branding Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-20Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-21What is the Fifth P?Packaging, sometimes called the 5th P, is all the activities of de

12、signing and producing the container for a product.Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-22Factors Contributing to the Emphasis on PackagingSelf-serviceConsumer affluenceCompany/brand imageInnovation opportunityCopyright 2011 Pearson Education, Inc. Publishing as Prent

13、ice Hall 12-23Packaging ObjectivesIdentify the brandConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at-home storageAid product consumptionFunctions of LabelsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 12-24For ReviewWhat are

14、the characteristics of products and how do marketers classify products? How can companies differentiate products?Why is product design important and what factors affect a good design?Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 2-25Also For ReviewHow can a company build and manage its product mix and product lines?How can companies co