现代营销学课件：Chapter 8 PRODUCT AND SERVICE STRATEGIES

1、Chapter 8PRODUCT AND SERVICE STRATEGIESWhat Is a Product?Product ClassificationsIndividual Product DecisionsProduct Line DecisionsProduct Mix DecisionsServices MarketingMarketing Organizations, Persons, Places, and IdeasInternational Product and Services MarketingWhat Is a Product?Figure8-1 Three le

2、vels of productInstallationDelivery and creditWarrantyAfter-sale servicePackagingCore benefit or serviceBrand nameFeaturesQuality levelDesignAugmented productCore productActual productProduct:Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy

3、a want or need.Product ClassificationsConsumer Product: Products bought by final consumers for personal consumption.Industrial Product: Products bought by individuals and organizations for further processing or for use in conducting a business. Product Classifications -consumer products(1) Marketing

4、 considerationsTypes of consumer productConvenienceShopping Specialty UnsoughtCustomer buying behaviorFrequent purchase, little planning, little comparison or shopping effort, low customer involvementLess frequent purchase, much planning and shopping effort, comparison of brands on price, quality, s

5、tyleStrong brand preference and loyalty, special purchase effort, little comparison of brands, low price sensitivityLittle product awareness, knowledge, or, if aware, little interest (or negative interest)Price distributionLow priceWidespread distribution,convenient locationsHigher priceSelective di

6、stribution in fewer outletsHigh priceExclusive distribution in only one or a few outlets per market areaVariesVariesPromotionMass advertising and sales promotion by the producerAdvertising and personal selling by producer and resellersMore carefully targeted promotion by producer and resellersAggres

7、sive advertising and personal selling by producer and resellers ExamplesToothpaste, magazines, laundry detergentMajor appliances, televisions, furniture, clothingLuxury goods, such as Rolex watches or fine crystalLife insurance, Red Cross blood donationsTable 8-1 Marketing considerations for consume

8、r productsProduct Classifications -consumer products(2)Convenience products: Consumer products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.Shopping products: Consumer products that the customer, in the process of selection and purchase,

9、characteristically compares on such bases as suitability, quality, price, and style.Specialty products: Consumer products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.Unsought products: Consumer products that

10、 the consumer either does not know about or knows about but does not normally think of buying.Individual Product Decisions(1)Product AttributesBrandingPackaging The activities of designing and producting the container or wrapper for a product.LabelingProduct-Support Services Product Decisions and So

11、cial ResponsibilityIndividual Product Decisions(2)Product attributesBrandingPackagingLabelingProduct-support servicesFigure 8-2 Individual product decisions品牌的几个概念Brand: A name, term, sign, or design, or a combination of these, intended to identify the goods or services of one seller or group of sel

12、lers and to differentiate them from those of competitors.Brand name: That part of a brand that can be vocalized-the . Examples are Avon, Chevrolet, Disneyland, American Express, and UCLA.Trademark: A brand or part of a brand that is given legal protection-it protects the sellers exclusive rights to

13、use the brand name or brand mark.Copyright: The exclusive legal right to reproduce, publish, and sell the matter and form of a literary, musical, or artistic work.Product attributesProduct quality: The ability of a product to perform its functions; it includes the products overall durability, reliab

14、ility, precision, ease of operation and repair, and other valued attributes.Product featuresProduct designBranding(1)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 sellers and to differentiate them from tho

15、se of competitors.To brand or not to brandBrandNo brandBrand name selectionSelection ProtectionBrand sponsorManufacturers brandPrivate brandLicensed brandCo-brandingBrand strategyNew brandsLine extensionsBrand extensionsMultibrandsBrand repositioningBrand repositioning No brand repositioningFigure 8

16、-3 Major branding decisionsBrand Portfolio Master Brands Endorsers / Subbrands Branded Differentiators Alliance Brands Corporate Brands Branded DifferentiatorsProduct Defining Roles Master Brands Endorser Brands Subbrands Descriptors Product Brands Umbrella Brands Branded Differentiators Co-Brands D

17、river rolesPortfolio Roles Strategic Brands Branded Energizers Silver Bullets Flanker Brands Cash Cow BrandsBrand Portfolio StrategyBrand Scope Product Categories & Subcategories Future ScopePortfolio Graphics Logos Visual PresentationPortfolio Structure Brand Groupings Brand Hierarchy Trees Brand N

18、etwork ModelsBrand Portfolio ObjectivesSynergy Brand Teaming to Support and Enhance Optimal Resource AllocationLeverage Extend Current Brand Assets Create Future Growth PlatformsRelevance Adapt to Market Dynamics Create New Categories & SubcategoriesStrong Brands Differentiated EnergizedClarityBrand

19、ing(2)Brand equity: The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks, and channel relationships.Manufacturers brand(national brand): A brand created and owned by th

20、e producer of a product or service.Private brand (or middleman, distributor, or store brand): A brand created and owned by a reseller of a product or service.Slotting fees: Payments demanded by retailers from producers before they will accept new products and find “slots” for them on the shelves.Co-

21、branding: The practice of using the established brand names of two different companies on the same product.部分企业的品牌主张NEC Empowered by Innovation! (知心你我)LG Life is Good. （生活是美好的）飞利浦 Sense and Simplicity (精于心，简于形)松下 ideas for life东芝 Take TOSHIBA, take the world! (拥有东芝，拥有世界)明基 享受快乐科技！IBM 四海一家的解决之道！联想 只要

22、你想GE 科技，启动未来！思科 “这就是网络的力量”HP Everything is possible (惠普科技，成就梦想)三星 SAMSUNG DigitAll, everyones invited.(数字世界，人人分享)诺基亚 科技以人为本西门子 无限创新、推动世界TCL 科技取悦你 数字家园、快乐无限！夏新电子Amoi 华夏之新锐罗技 My Logitech, My style!博世 科技成就生活之美Fashion brandingDesignersManufacturersPrivate (Retailers)Licensing Franchising 价值/形象市场概念利润/风险设

23、计师品牌 零售商品牌 虚拟品牌 特许品牌制造商品牌加工商 图：服装品牌的月牙船服装的品牌月牙船Branding(3)Line extensionBrand extensionMultibrandsNew brands PRODUCT CATEGORY Existing NewExistingNewBRAND NAMEFigure 8-4 Four brand strategiesBranding(4)Line extension: Using a successful brand name to introduce additional items in a given product cat

24、egory under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.Brand extension: Using a successful brand name to launch a new or modified product in a new category.Multibranding: A strategy under which a seller develops two or more brands in the same product

25、 category.Branding(5)Family Brand DecisionIndividual Brand Names. This policy is followed by Procter & Gamble (Tide, Bold, Dash, Cheer, Gain, Oxydol, Solo) and General Mills (Bisquick, Gold Medal, Betty Crocker, Nature Valley, Yoplait).A Blanket Family Name for All Products. This policy is followed

26、by Del Monte and General Electric.Separate Family Name for All Products. This policy is followed by Sears (Kenmore for appliances, Kerrybrook for womens clothing, and Homart for major home installations).Company Trade Name Combined with Individual Product Names. This policy is followed by Kelloggs （

27、Kelloggs Rice Krispies and Kelloggs Raisin Bran）.Branding(6)Selecting a Brand NameIt should suggest something about the products benefits and qualities.It should be easy to pronounce, recognize, and remember.It should be distinctive.It should translate easily into foreign languages.It should be capa

28、ble of registration and legal protection.PACKAGING DECISIONS Packaging is the activities of designing and producing the container or wrapper for a product.Primary package: the products immediate container.Secondary package: the material that protects the primary package and that is thrown away when

29、the product is about to be used.Shipping package: packaging necessary to store, identify, and ship the product.LABELING DECISIONSIdentify the product or brandGrade the productDescribe several things about productPromote the product through its attractive graphics服装标签标记成分洗涤/保养销售证明Product Line Decisio

30、ns Product line: A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.Product Mix Decisions Product mix (or product assortment): The set of all p

31、roduct lines and items that a particular seller offers for sale to buyers.Product Mix WidthDetergentsToothpasteBar SoapDeodorantsFruit JuicesLotionsIvory SnowGleemIvorySecretCitrus HillWondraDreftCrestCamaySureSunny DelightNoxemaTideCompleteLavaWinter HillOil of OlayJoyDenquelKirksTexsunCamayCheerZe

32、stLincolnRaintreeOxydolSafeguardSpeas FarmTropic TanDashCoastBain de SoleilCascadeOil of OlayIvory LiquidGainDawnArielEraBold 3Liquid TideProduct Mix LengthTable 8-2 Product mix width and product mix length shown for selected Procter & Gamble productsServices Marketing-Nature and Characteristics of

33、a ServiceIntangibilityServices cannot be seen, tasted, felt, heard, or smelled before purchaseInseparabilityServices cannot be separated from their providersVariabilityQuality of services depends on who provides them and when, where, and howPerishabilityServices cannot be stored for later sale or us

34、eSERVICESFigure 8-5 Four service characteristicsServices Marketing -Marketing Strategies for Service Firms(1)The service-profit chain: The chain that links service firm profits with employee and customer satisfaction. -Internal service quality -Satisfied and productive service employees -Greater ser

35、vice value -Satisfied and loyal customers -Healthy service profits and growthServices Marketing -Marketing Strategies for Service Firms(2)CompanyInternal marketingExternal marketingEmployeesInteractive marketingCustomersFigure 8-6 Three types of service marketingServices Marketing -Marketing Strategies for Service Firms(3)Internal marketing: Marketing by a service firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a t