ManagingProductLines,Brands,andPackaging(英文版)(共15页).ppt

1、2000 Prentice Hall2000 Prentice HallValue-based pricesServices mixand qualityProduct featuresand qualityAttractiveness ofthe market offering2000 Prentice HallPotential productAugmented productExpected productBasic productCore benefit2000 Prentice HallBuy less frequently Gather product information Fe

2、wer 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 advertising & personal sellingBuy frequently &

3、 immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods2000 Prentice Hall - number of different product lines - total number of itemswithin the lines- number of versions of each productall the product lines offeredConsistency2000 Prentice Hall2000 Prentic

4、e HallQualityEconomySuperiorStandardGoodHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)2000 Prentice HallAttributesBenefitsValuesCultureUserPersonality2000 Prentice HallDevoted to Brand2000 Prentice HallBrandingDecision

5、BrandNo brandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-Repositioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrands2000 Prentice HallBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrands2000 Prentice HallSuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSug