体育市场营销基础

1、Lesson 11Product StrategyAt a glanceDefine product and major classifications of products and servicesUnderstanding individual product decisionsDefine the steps in the new-product development processDescribe the stages of the product life cycleProduct Anything that can be offered to a market for atte

2、ntion, acquisition, use, or consumption that might satisfy a want or need.任何能够提供市场从而引起人们关注、供人们取得使用或消费，并能够满足某种欲望或需求的东西。1、What is Product?ServiceAny activity or benefit that on party can offer to another that is essentially intangible and does not result in the ownership of anything.一方可提供给另一方的任何行为或利益，

3、基本上不可触知，也不会导致对物品的所有权。核心产品特色设计质量水平品牌名称售后服务实际产品担保交货和信用安装核心利益或服务外延产品2、Three levels of product 包装Generic ProductStores, preserves, cools, and otherwise helps to satisfy home food-consumption needsTangible ProductColorDesignQualitySizeWeightFeaturesMaterial used in constructionEfficiency in usePower sour

4、ceBrand nameAugmented productImage StatusGuarantee/warrantyDeliveryInstallationRepair facilitiesInstructions and technical adviceCreditReturn policyFollow-up serviceThree levels of product Consumer products Industrial products Individual product decisions3、Product classification?Consumer products: 指

5、由最终消费者购买并用于个人消费的产品。convenience products：日用品shopping products：选购品specialty products：特殊品Unsought products：非需品消费品市场营销分布Industrial products：指那些为进一步用于行业生产而购买的产品。Capital items: installation, accessory equipmentMaterials and parts: raw materials, components:supplies产品属性建立品牌包装标签产品扶持性服务Individual product dec

6、isions所能提供的利益：质量，特色和设计名称、标记符号、图案为产品设计和生产容器或包裹物的行为单价、保质期营养标签单价、保质期营养标签4、The new-product development processNew productslead to sales growth or stabilityoffer differential advantagesRespond to consumer needsRisk may be lessened through diversityIncrease profits and control Why a firm need new products

7、?Major issues in new-product developmentIdea generationIdea screeningConcept development and testing Marketing strategy & Business analysisProduct developmentTest marketingCommercialisation 创意形成 创意筛选 概念的形成和测试市场营销战略和业务分析 产品开发 市场试销 正式上市营销战略报告书：描述目标市场、计划产品定位开始几年内的销售额、市场份额和利润目标5、The product life cycleProduct Life cycleIntroductionThe product is target to a particular market and introduced to that marketGrowthThe product becomes well-known in the market and sales volume increasesDeclineThe volume declines as demand for the product declines or competition increases.MaturitySales hit a pea