产品推销英文版

1、产品推销英文版产品推销英文版Chapter ObjectiveDefine the term product, including the core, actual and augmented product, product line.Explain services classifications and discuss the marketing of services.2Chapter ObjectiveDefine the teProduct3Product5In your opinion， what is product？46DefinitionA product is anyth

2、ing that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisations and ideas5DefinitionA product is anythinThe level of productsCore productActual products Augmented product6The

3、level of productsCore prodThe level of products cont.Core product is the problem-solving services or core benefits that consumers are really looking for when they buy a productWhat is the buyer really buying?7The level of products cont.CThe level of products cont.Actual product is a products parts,

4、quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits8The level of products cont.AThe level of products cont.Augmented product means additional consumer services and benefits built around the core and actual products.9The level of

5、products cont.AFigure 1.1: Three Levels of Product10Figure 1.1: Three Levels of PrExercise Base on Figure 1.1 (Three Levels of Product), Take the airline company as a example to illustrating three levels of its product11Exercise Base on Figure 1.1 Figure 1.2: Illustrating three levels of product12Fi

6、gure 1.2: Illustrating threeProduct ClassificationsProducts may classes based on the types of consumers that use them Consumer products Business-to-business products13Product ClassificationsProductConsumer productConsumer products are products brought by final consumers for personal consumption.Base

7、 on how consumers go about buying them, it include: convenience, shopping, specialty and unsought products14Consumer productConsumer produClassificationTypes ofConsumerProductsConvenienceUnsoughtGoodsSpecialtyShopping15ClassificationTypes ofConvenieConvenience productsConsumer goods and services tha

8、t the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort16Convenience productsConsumer gShopping productsGoods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitability, quality, price and st

9、yle.17Shopping productsGoods and serSpecialty productsConsumer goods and services that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort.18Specialty productsConsumer gooUnsought productsConsumer goods and services

10、that the consumer either does not know about or know about but does not normally think of buying.19Unsought productsConsumer goodB2B productB2B refer to business to businessB2B product means: goods purchased by individuals and organisations for further processing or for use in conducting a business

11、20B2B productB2B refer to busineB2B Product Classification21B2B Product Classification23Materials and PartsIndustrial goods that become part of the buyers product completely, including raw materials and manufactured materials and parts.Raw materials include farm products and natural products. Manufa

12、ctured materials and parts include component materials and component parts.22Materials and PartsIndustrial Capital itemsIndustrial goods and services that enter the finished product partly, including installations and accessory equipment.Installations consist of buildings and fixed equipment. Access

13、ory equipment includes portable factory equipment and tools and office equipment. 23Capital itemsIndustrial goods SuppliesIndustrial goods that do not enter the finished product at all.Supplies are the convenience product of the business market and are usually purchased with minimum effort or compar

14、ison. 24SuppliesIndustrial goods that Services25Services27ServicesService organisations offer customers something that is intangible: the interaction does not result in the ownership of anything that endures26ServicesService organisations Characteristics of ServicesPerishabilityVariabilityIntangibil

15、ityInseparabilityService27Characteristics of ServicesPerService consumption mostly involves people in service encounters, services are experiential in nature and often require special measures to assess quality such as mystery shoppers28Service consumption mostly invDiscussionAre services products?A

16、re they really so different from branded goods29DiscussionAre services productDiscussionIs Microsoft a product or a service?Why?30DiscussionIs Microsoft a produIndustry31Industry33Being familiar with the industry helps you to be confident and perform well in your role32Being familiar with the indust

17、Information Related to IndustryManufacturing HospitalityInformationTechnologyTradeAutomotiveTransportsportThe industry sector33Information Related to IndustrInformation Related to IndustryThe kind of organization and the products and services offeredFor example, a furniture or a house care provider3

18、4Information Related to IndustrInformation Related to IndustryBusiness ownership or organisation structure:Owned by one person or a partnershipA private business or public companyA cooperative, government-owned, or a franchiseRun by a board or shareholders35Information Related to IndustrInformation

19、Related to IndustryRegulations that affect the way the business operates36Information Related to IndustrInformation Related to IndustryThe size of the organisationSmall (1-30 employees)Medium (31-79 employees)Large (more than 80 employees)37Information Related to IndustrPractice task 1Use the organi

20、sation you are familiar with to complete this tableName of organisationIndustry sectorKind of organisationProducts and servicesOrganisation ownershipSize of organisation38Practice task 1Use the organisChapter 2 Recommending product and services39Chapter 2 Recommending productNeeds Want Demand40Needs

21、 Want Demand42NeedsHuman needs are the most basic concept underlying marketingStates of felt deprivationHumans have many complex needs including physical, social and individual needs41NeedsHuman needs are the mostNeedsWhen a need is not satisfied, a person will either try to reduce the need or look

22、for an object that will satisfy itPeople in less economically developed societies might try to reduce their desires and satisfy them with what is available42NeedsWhen a need is not satisfWhatWants are the form taken by human needs and are shaped by culture and individual personality.As a society evo

23、lves, the wants of its members expand.Marketers try to provide more want-satisfying goods and services 43WhatWants are the form taken b测试你的需求欲望 请在纸上随意画一条蛇 A像棒子一样直的蛇 B卷成圆盘状的蛇 C 缠在树上或其他东西上的蛇D波状蛇 44测试你的需求欲望 请在纸上随意画一条蛇 46把蛇画成像棒子一样僵直的人，正处于满足于现状之中，是淡泊的人，并不作超出自身能力的妄想。 卷缩成盘状的蛇，表示得不到满足的欲望即将爆发。不过，如果只是卷成盘状的蛇，虽

24、然表达出某种程度的不满足，但也仅仅是在静静地储存力量。相反地，如果是扬起脖子的蛇，则是不满的程度很强烈，若蛇伸出嘶嘶叫的舌头，则表示即将爆发 这是不满足程度最高的情况。你已经不满到想拖人下水的境地。 画波状蛇的人，预示着要向某处移动。需求与供给均衡运转，正处在妥善处理不满情绪的状态。45把蛇画成像棒子一样僵直的人，正处于满足于现状之中，是淡泊的人DemandDemands are the human wants that are backed up by buying powerWhen people have the money to purchase the need-satisfying

25、 object there is then demand46DemandDemands are the human waDiscussion？What is the relationship between needs, wants and demand47Discussion？What is the relatioCustomers view products as bundles of benefits and choose the products that give them the best value for money.Outstanding companies go to gr

26、eat lengths to learn about and understand their customers needs, wants and demands.Understanding customer needs, wants, and demands in detail provides important input for designing marketing strategies.48Customers view products as bunNegative demand: a major part of the market dislikes the product a

27、nd may even pay a price to avoid itNo demand: Target consumers may be unaware of or uninterested in the productLatent demand: Many consumers share a strong need that cannot be satisfied by existing products49Negative demand: a major part Declining demand: every organisation will face a decline in de

28、mand for one or more of its products sooner or laterIrregular demand: many organisations face demand that varies on a seasonal, daily or hourly basisFull demand: organisations face full demand when they are satisfied with their volume of business50Declining demand: every organiOverfull demand: organ

29、isations may face a demand level that is higher than they can or want to handleUnwholesome demand: unwholesome products will attract organised efforts to discourage their consumption 51Overfull demand: organisationsActivitySuppose: a consumer said : I want a expansive carAnalyse any possible demand5

30、2ActivitySuppose: a consumer saExampleI want an expansive car说出来的需要(顾客想要一辆昂贵的车)。真正的需要(顾客想要的这辆车，开起来很省钱，而其最初的价格却不低)。没有说出来的需要(顾客想获得优质服务)。 满足令人高兴的需要(顾客买车时，附赠一份道路图)。秘密需要(顾客想被他的朋友看成是识货的人)。53ExampleI want an expansive caClient needs54Client needs56Client Satisfaction55Client Satisfaction57Build customer sa

31、tisfaction through ValueQualityService56Build customer satisfaction thCustomer Delivered ValueImage valuePersonnel valueServices valueProduct valueTotalcustomervalueMonetary costTime costEnergy costPsychic costTotalcustomercostCustomerdeliveredvalue57Customer Delivered ValueImage Client Satisfaction

32、DefinitionSatisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.58Client SatisfactionDefinition6Satisfied Customers:Are loyal longerBuy more (new products & upgrades)Spread favora

33、ble word-of-mouthAre more brand loyal (less price sensitive)Offer feedbackReduce transaction costs59Satisfied Customers:Are loyal QualityProduct Quality is the ability of a product to perform its functions; it includes the products durability, reliability, precision, ease of operation and repair, an

34、d other valued attributes#160QualityProduct Quality is theStrategic quality involves gaining an edge over competitors by consistently offering products and services that give customers better qualityquality is not a problem to be solved; it is a competitive opportunity61Strategic quality involves ga

35、iProvide product and service information62Provide product and service inWhere information come fromAt trade FairsOn websitesIn industry magazinesIn newspaper and televisionThrough media releasesBrochures, pamphlets63Where information come fromAt Identify New Market64Identify New Market66Organsiation

36、al Requirements65Organsiational Requirements67Role playScenario :You are the salesman for the Coca Cola. You customer is a supermarket which located in the college. Due to the confined space, products sell in this shop is limited and high profit margin.Question: what would you do to persuade the bos

37、s sell your product in his shop.66Role playScenario :You are theChatper 3 Advising on promotional activities67Chatper 3 Advising on promotioPromotion68Promotion70Promotion activitiesSamplesCouponsPremiumsContests/SweepstakeRefunds/rebatesBonus packsPrice-off dealsFrequency programsEvent marketing69P

38、romotion activitiesSamplesRefCompetitor70Competitor72Who is your competitor71Who is your competitor73Case study Ravi bought a phone from Funky Fones. He was happy with his purchase until he saw an advertisement, in a newspaper offering the same phone at a cheaper price.72Case study Ravi bought a pho

39、neCase studyHe contacted Funky Fones and told them about their competitors price and how unhappy he was that he had paid more. Funky Fones offered to match their competitors price and give Ravi a refund. They also checked the prices of all their phones with that of their competitor and adjusted their prices to match.