市场管理原版教材6

1、UnrestrictedPart 1What is a product ?1. What is a Product? A product is anything that can be offered to a market to satisfy a want or need.2.Product LevelsBrandNameQualityPackagingStylingFeaturesDelivery& CreditInstallationWarrantyAfter-SaleServiceCoreBenefitorServiceActual ProductCore ProductAugmen

2、ted ProductBuy less frequently Gather product information Fewer purchase locations Compare for: Suitability & Quality Price & Style Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers dont want to think about. Require much ad

3、vertising & personal sellingBuy frequently & immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods3.Consumer-Goods ClassificationPart 2Product- Mix DecisionProduct Mix - number of different product lines - total number of itemswithin the lines- number of

4、 versions of each productall the product lines offeredConsistencyPart 3 Product-Line Decision1. Product Line A product line is a group of products that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same channels, or fail w

5、ithin given price ranges.2.Product-Line Length Line StretchingDownmarketUpmarketTwo-wayTwo-Way Product-Line Stretch: Marriott HotelsQualityEconomySuperiorStandardGoodHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)Line F

6、illingLine ModernizationLine Featuring & Line PruningPart 3Brand Decision1. What is a Brand? A brand is a name, term, sign,symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differential them from those of competitors.Attr

7、ibutesBenefitsValuesCultureUserPersonality2.Six Levels of Meaning3. An Overview of Branding DecisionsBrandingDecisionBrandNo brandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individual

8、namesBrand-Repositioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrandsGood Brand Names:SuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSuggestProductQualitiesEasy to:PronounceRecognizeRemember4. Brand-Strategy De

9、cisionBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrandsPart 4Packaging and Labeling Decision1. Why Package Crucial as a Marketing Tool Self-service Consumer affluence Company & brand image Opportunity for innovation2. LabelsPart 5Managing Product-Life- C

10、ycle Strategies1.Sales & Profit Life Cycles(1) Four IntroductoryMarketing Strategies(2)Marketing Strategies in the Growth Stage It improve new product quality and adds new product features and improved styling It adds new models and flanker products It enters new market segments It increases its dis

11、tribution coverage and enters new distribution channels It shifts from product-awareness advertising to product-preference advertising It lowers prices to attract the next layer of price-sensitive buyers(3) Maturity Stage Market Modification Product Modification Marketing-Mix Modification(4) Decline

12、 Stage Increase investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting2. Market Evolution Emergence Stage Growth Stage Maturity Stage Decline StageMarket-Fragmentation andMarket-Consolidation StrategiesMCJXYZKFGLDEABHXMCABDEFGJKLYZHPart 6Developing New Product Off

13、ers1. Why New Products Fail ? “Over Championing” Overestimated Demand Poor Design Poor Marketing Execution High Development Costs Strong Competitive Reaction2. Challenges in NPD Idea Shortage Fragmented Markets Social & Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Li

14、fe Cycles3. New Product Development Process4. Probability of Success5. Concept Development & Testing(1) Develop Product Ideas into Alternative Product Concepts(2) Concept Testing - Test the ProductConcepts with Groups of Target Customers(3) Choose the Best One6. Product & Brand PositioningBaconandeg

15、gsPancakesInstantbreakfastColdcerealHotcerealBrand CBrand BBrand A7. Conjoint Analysis-| | |-0| | |-| |-| |8. Consumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperiods.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing campaignin a small number of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.9. CommercializationWhenWhereWhomProductPricePlacePromotion2 1/2%Innovators13 1/2%Earlyadopters34%Earlymajority34%Latemajor