“广告学原理”绝密-kotler11exs课件

1、Chapter 11Setting Product and Brand StrategyPowerPoint by Karen E. JamesLouisiana State University - Shreveport1To accompany A Framework for Marketing Management, 2nd Edition第1页，共24页。ObjectivesIdentify the various characteristics of products.Learn how companies build and manage product lines and mix

2、es.Understand how companies make better brand decisions.Comprehend how packaging and labeling can be used as marketing tools.2To accompany A Framework for Marketing Management, 2nd Edition第2页，共24页。What is a Product?GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeas3To

3、 accompany A Framework for Marketing Management, 2nd Edition第3页，共24页。The Product and Product MixPotential customers judge product offerings according to three elements:Product features and qualityServices mix and qualityValue-based prices4To accompany A Framework for Marketing Management, 2nd Editio

4、n第4页，共24页。The Product and Product MixThe customer value hierarchy:Core benefitBasic productExpected productAugmented productPotential product5To accompany A Framework for Marketing Management, 2nd Edition第5页，共24页。The Product and Product MixProductClassificationsDurability and tangibilityConsumer goo

5、dsIndustrial goodsNondurableTangible Rapidly consumedExample: MilkDurableTangible Lasts a long timeExample: OvenServicesIntangibleExample: Tax preparation6To accompany A Framework for Marketing Management, 2nd Edition第6页，共24页。The Product and Product MixProductClassificationsDurability and tangibilit

6、yConsumer goodsIndustrial goodsClassified by shopping habits:Convenience goodsShopping goodsSpecialty goodsUnsought goods7To accompany A Framework for Marketing Management, 2nd Edition第7页，共24页。The Product and Product MixProductClassificationsDurability and tangibilityConsumer goodsIndustrial goodsMa

7、terials and partsFarm productsNatural productsComponent materialsComponent partsCapital itemsInstallationsEquipmentSupplies and business servicesMaintenance and repairAdvisory services8To accompany A Framework for Marketing Management, 2nd Edition第8页，共24页。The Product and Product MixProduct mix dimen

8、sions:Width: number of product linesLength: total number of items in mixDepth: number of product variants Consistency: degree to which product lines are related9To accompany A Framework for Marketing Management, 2nd Edition第9页，共24页。Product-Line DecisionsProduct-Line AnalysisProduct-Line LengthProduc

9、t-Line Modernization, Featuring, and Pruning10To accompany A Framework for Marketing Management, 2nd Edition第10页，共24页。Brand DecisionsThe AMA definition of a brand: “A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of

10、sellers and to differentiate them from the competition.”11To accompany A Framework for Marketing Management, 2nd Edition第11页，共24页。Brand DecisionsBrands can convey six levels of meaning:AttributesBenefitsValuesCulturePersonalityUser12To accompany A Framework for Marketing Management, 2nd Edition第12页，

11、共24页。Brand DecisionsBrand identity decisions include:NameLogoColorsTaglineSymbolConsumer experiences create brand bonding, brand advertising does not.13To accompany A Framework for Marketing Management, 2nd Edition第13页，共24页。Brand DecisionsMarketers should attempt to create or facilitate awareness, a

12、cceptability, preference, and loyalty among consumers.Valuable and powerful brands enjoy high levels of brand loyalty.14To accompany A Framework for Marketing Management, 2nd Edition第14页，共24页。Brand DecisionsAaker identified five levels of customer attitudes toward brands:Will change brands, especial

13、ly for price. No brand loyalty.Satisfied - has no reason to change.Satisfied - switching would incur costs.Values brand, sees it as a friend.Devoted to the brand.15To accompany A Framework for Marketing Management, 2nd Edition第15页，共24页。Brand DecisionsBrand equity refers to the positive differential

14、effect that a brand name has on customers.Brand equity: is related to many factors. allows for reduced marketing costs.is a major contributor to customer equity.16To accompany A Framework for Marketing Management, 2nd Edition第16页，共24页。Brand DecisionsKey ChallengesTo brand or notBrand sponsorBrand na

15、meBrand strategyBrand repositioningAdvantages of branding:Facilitates order processingTrademark protectionAids in segmentationEnhances corporate imageBranded goods are desired by retailers and distributors17To accompany A Framework for Marketing Management, 2nd Edition第17页，共24页。Brand DecisionsKey Ch

16、allengesTo brand or notBrand sponsorBrand nameBrand strategyBrand repositioningOptions include:Manufacturer (national) brandDistributor (reseller, store, house, private) brandLicensing the brand name18To accompany A Framework for Marketing Management, 2nd Edition第18页，共24页。Brand DecisionsKey Challeng

17、esTo brand or notBrand sponsorBrand nameBrand strategyBrand repositioningStrong brand names:Suggest benefitsSuggest product qualitiesAre easy to say, recognize, and rememberAre distinctiveShould not carry poor meanings in other languages19To accompany A Framework for Marketing Management, 2nd Editio

18、n第19页，共24页。Brand DecisionsKey ChallengesTo brand or notBrand sponsorBrand nameBrand strategyBrand repositioningVaries by type of brandFunctional brandsImage brandsExperiential brandsLine extensionsBrand extensionsMultibrandsNew brandsCo-branding20To accompany A Framework for Marketing Management, 2n

19、d Edition第20页，共24页。Brand DecisionsKey ChallengesTo brand or notBrand sponsorBrand nameBrand strategyBrand repositioningA brand report card can be used to audit a brands strengths and weaknesses.Changes in preferences or the presence of a new competitor may indicate a need for brand repositioning.21To accompany A Framework for Marketing Management, 2nd Edition第21页，共24页。Packaging and LabelingPackaging includes:The primary packageThe secondary packageThe shipping packageMany factors have influe