产品服务和品牌战略课件

1、Product, Services, and Branding Strategies产品、服务和品牌战略0Product, Services, and BrandinObjectives 目标Be able to define product and know the major classifications of products and services.Understand the decisions companies make regarding their individual products and services, product lines, and product m

2、ixes.定义产品以及主要的产品与服务分类。说明企业在确定产品线和产品组合时做出的各项决策。1Objectives 目标Be able to defineObjectives 目标Understand how firms build and manage their brands.Know the four characteristics of services and the additional marketing considerations that services require.Review additional product issues related to social

3、responsibility and international marketing.说明企业怎样建立并管理其品牌。阐述对服务营销造成影响的四方面特征讨论对社会责任与国际营销需要额外关注的事项。2Objectives 目标Understand how fiCase Study案例研究Cosmetics companies sell billions of dollars worth of productsConsumers buy more than just a particular smellThe Cosmetics Industry 化妆品业The “promise”, image,

4、company, name, package, and ingredients are all part of the product, as are the stores where it is sold.3Case Study案例研究Cosmetics companDefinitions 定义ProductAnything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.ServiceAny activity or benefit th

5、at one party can offer to another that is essentially intangible and does not result in ownership of anything.产品向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。服务由一方向另一方提供的本质上无形而又不带来任何所有权的任何活动或利益。4Definitions 定义Product产品4What is a Product?什么是产品？Products, Services, and ExperiencesMarket offerings, pure tangible g

6、oods, pure services, experiencesLevels of Product and ServicesCore benefit, actual product, and augmented productProduct and Service Classifications产品、服务和体验企业向市场所提供的，既包括有形产品又包括服务产品和服务的层次核心利益、实体产品、扩展产品产品和服务的分类5What is a Product?什么是产品？ProduConvenience 便利品Frequent purchases bought with minimal buying e

7、ffort and little comparison shoppingLow priceWidespread distributionMass promotion by producer频繁购买，很少计划，很少作比较或费精力，顾客参与度低低价格渠道广泛制造商大批量促销6Convenience 便利品Frequent purchaShopping 选购品Less frequent purchases requiring more shopping effort and price, quality, and style comparisons. Higher than convenience

8、good pricingSelective distribution in fewer outletsAdvertising and personal selling by producer and reseller不经常购买，较多的计划并为购物花费较多的精力，根据质量、价格和样式比较品牌比便利品价格高在较少的店面进行选择性分销生产商和经销商的广告和人员推销7Shopping 选购品Less frequent purcSpecialty 特购品Strong brand preference and loyalty, requires special purchase effort, littl

9、e brand comparisons, and low price sensitivityHigh priceExclusive distributionCarefully targeted promotion by producers and resellers强烈品牌偏好和高度忠诚，为购买付出特别努力，很少比较品牌，价格敏感性低高价格专卖生产商和经销商针对性更强的促销8Specialty 特购品Strong brand preUnsought 非渴求品Little product awareness and knowledge (or if aware, sometimes negati

10、ve interest)Pricing variesDistribution variesAggressive advertising and personal selling by producers and resellers对产品了解很少（或者即使了解，也没有什么兴趣或唯恐避之不及）不一定不一定生产商和经销商的强力广告和人员推销9Unsought 非渴求品Little product aWhat is a Product?产品是什么？Product and Service ClassificationsConsumer productsIndustrial products Materi

11、als and parts Capital items Supplies and services产品和服务分类消费品产业用品材料和部件资本品辅助品服务10What is a Product?产品是什么？ProduProduct and Service Classifications 产品和服务分类Organizations, persons, places, and ideas Organizational marketing makes use of corporate image advertising Person marketing applies to political cand

12、idates, entertainment sports figures, and professionals Place marketing relates to tourism Social marketing campaigns promote ideas组织、人员、地点和观念组织营销使用公司形象广告人员营销常用于政治选举地点营销与旅游有关社会营销活动促销观念11Product and Service ClassificaIndividual Product产品决策Product attributesQuality, features, style and designBrandingP

13、ackagingLabelingProduct support services产品属性质量、特征、风格和设计品牌包装标签产品支持服务12Individual Product产品决策ProductProduct Line 产品线决策Product line lengthLine stretching: adding products that are higher or lower priced than the existing lineLine filling: adding more items within the present price range产品线长度产品线延伸： 增加比现

14、有产品价格更高或更低的产品产品线补充： 在现在价格水平下添加更多项目13Product Line 产品线决策Product linProduct Mix产品组合决策Product line width:number of different product lines carried by companyProduct line depth:Number of different versions of each product in the lineProduct line consistency产品线宽度:公司不同产品线的数目产品线深度:产品线内所包括的产品品种、样式和数量产品线一致性14

15、Product Mix产品组合决策Product lineBranding Strategy 品牌管理Brands are powerful assets that must be carefully developed / managed.Brands with strong equity have many competitive advantages:High consumer awareness Strong brand loyaltyHelps when introducing new productsLess susceptible to price competition品牌是有

16、力的资产，小心开发和管理。有较高资产的品牌有许多竞争优势：高消费者认知度强品牌忠诚度会在新产品上市上提供帮助不易受价格竞争影响15Branding Strategy 品牌管理Brands Brand Positioning 品牌定位Three levels of positioning:Product attributes Least effectiveBenefitsBeliefs and values Taps into emotions定位的三个水平：产品特征 效果最小利益信念和价值 可以唤起情感16Brand Positioning 品牌定位Three leBrand Name Sel

17、ection品牌名选择Good Brand Names:Suggest something about the product or its benefitsAre easy to say, recognize and rememberAre distinctiveAre extendableTranslate well into other languagesCan be registered and legally protected理想的品牌名：表明有关产品带来的好处和质量方面的一些情况易于发音、识别和记忆独特鲜明易于扩展易于翻译成外语能够注册并得到法律保护17Brand Name Se

18、lection品牌名选择GoodBrand Sponsorship品牌持有者Manufacturer brandsPrivate (store) brandsCostly to establish and promoteHigher profit marginsLicensed brandsName and character licensing has grownCo-brandingAdvantages / disadvantages制造商品牌自有（商店）品牌持有和推广成本高利润高许可名称和形象许可越来越多联合品牌优点/缺点18Brand Sponsorship品牌持有者ManufacBr

19、and Development 品牌战略Line extensionsMinor changes to existing productsBrand extensionsSuccessful brand names help introduce new productsMultibrandsMultiple product entries in a product categoryNew brandsNew product category产品线延伸对现有产品的微小变动品牌延伸成功的品牌名称可以帮助介绍新产品多品牌在同一个产品类别当中引入新品牌新品牌新产品类别19Brand Developme

20、nt 品牌战略Line exLine Extensions May Feature Different:产品线延伸中的不同特征FlavorsColorsFormsIngredientsPackage Sizes品味色彩样式成分包装规格20Line Extensions May Feature DiServices Marketing 服务营销ServicesAccount for 74% of U.S. gross domestic product.Service industries include business organizations, government, and privat

21、e not-for-profit organizations.服务占美国国内生产总值的74%服务业包括商业组织、政府和民间非营利组织21Services Marketing 服务营销ServiceCharacteristics of ServicesIntangibility Consumers look for service quality signalsInseparability Services cant be separated from providersVariability Employees and other factors result in variabilityPerishability Services cant be inventoried for later saleServices Marketing 服务营销22Characteristics of ServicesSerServices Marketing 服务营销Service Firm Marketing StrategiesThe Service-Profit Chain Internal Marketing Interactive MarketingManaging Service Differentiat