《市场营销专业英语教程》（第15版）课件2019营销英语chapter06

《市场营销专业英语教程》(第15版)（专门用途英语系列教材）Chapter6ProductandBrandStrategy2Contents:BasicIssuesinProductManagementProductLifeCycleTheProductAuditOrganizingforProductManagement3Pre-readingquestions:Howcanwedefine“product”?Howcanweclassifyproducts?Whydopeopleoftenchooseproductsoffamousbrands?4Lead-inThischapterdiscussesfourimportantareasofconcernindevelopingproductstrategies.First,somebasicissuesarediscussed,includingproductdefinition,productclassification,productqualityandvalue,productmixandproductline,brandingandbrandequity,andpackaging.Second,theproductlifecycleanditsimplicationsforproductstrategyareexplained.Third,theproductauditisreviewed,andfinally,threewaystoorganizeforproductmanagementareoutlined.5

ProductDefinition

Thesameproductcanbeviewedatleastthreedifferentways:

thetangibleproduct:

thephysicalentityorservicethatisofferedtothebuyer.theextendedproduct:thetangibleproductalongwiththewholeclusterofservicesthataccompanyit.

thegenericproduct:theessentialbenefitsthebuyerexpectstoreceivefromtheproduct.1.BasicIssuesinProductManagement6

ProductDefinition

“marketingmyopia”:todefinetheircompany’sproducttoonarrowly;todefinetheproductsolelyintermsofthetangibleproduct

toothpaste:wasanoralhygieneproductfightingtoothdecayandbadbreathNowadaydefinedasacosmeticitem(tocleanteethofstains),asadefenseagainstgumdisease(toreducethebuildupoftartarabovethegumline),asanaidfordenturewearers,andasabreathfreshener.1.BasicIssuesinProductManagement7

Areasonabledefinitionofproduct:thesumofthephysical,psychological,andsociologicalsatisfactionsthebuyerderivesfrompurchase,ownership,andconsumption.Fromthisstandpoint,productsarecustomer-satisfyingobjectsthatincludesuchthingsasaccessories,packaging,andservice.1.BasicIssuesinProductManagement8

ProductClassification

productsareclassedaccordingtotwobasiccriteria:(1)enduseor­market(2)degreeofprocessingorphysicaltransformation.1.BasicIssuesinProductManagement9

ProductClassification

1. Agriculturalproductsandrawmaterials.2. Organizationalgoods.a.Rawmaterialsandsemifinishedgoods.b.Majorandminorequipmentc.Partsorcomponentsd.Suppliesoritemsusedtooperatethebusinessbutthatdonotbecomepartofthefinalproduct.1.BasicIssuesinProductManagement10

ProductClassification3. Consumergoods.a.Conveniencegoodsb.Shoppinggoodsc.Specialtygoods1.BasicIssuesinProductManagement11

ProductQualityandValue

Qualitycanbedefinedasthedegreeofexcellenceorsuperioritythatanorganization’sproductpossesses.encompassboththetangibleandintangibleaspectsrefertophysicaltraitssuchasfeatures,performance,reliability,durability,aesthetics,serviceability,andconformancetospecificationsthecustomeristhekeyperceiverofquality1.BasicIssuesinProductManagement12

ProductQualityandValueValuecanbedefinedaswhatthecustomergetsinexchangeforwhatthecustomergives.encompassesnotonlyqualitybutalsoprice.isgenerallybasedbothonthedegreetowhichtheproductmeetshisorherspecificationsandthepricethatthecustomerwillhavetopay1.BasicIssuesinProductManagement13

ProductMixandProductLine

productmix

isthefullsetofproductsofferedforsalebytheorganizationproductlinesaregroupsofproductsthatsharecommoncharacteristics,distributionchannels,customers,oruses.Aproductmixmayconsistofseveralproductlines.Afirm’sproductmixisdescribedbyitswidthanddepth.1.BasicIssuesinProductManagement14

ProductMixandProductLine

Organizationsoffervaryingproductswithinagivenproductlineforthreereasons:

(1)customers’differentrequirementsandexpectations

(2)customersprefervariety(3)the­dynamicsofcompetitionleadtomultiproductlines.1.BasicIssuesinProductManagement15

BrandingandBrandEquityAbrandisaname,term,design,symbol,oranyotherfeaturethatidentifiesoneseller’sgoodsorserviceasdistinctfromthoseofothersellers.Thelegaltermforbrandistrademark.

Agoodbrandnamecanevokefeelingsoftrust,confidence,security,strength,andmanyotherdesirablecharacteristics.1.BasicIssuesinProductManagement16

BrandingandBrandEquity

Factorsthatservetoincreasethestrengthofabrand:

(1)productqualitywhenproductsdowhattheydoverywell(2)consistentadvertisingandothermarketingcommunicationsinwhichbrandstelltheirstoryoftenandwell(3)distributionintensitywherebycustomersseethebrandwherevertheyshop(4)brandpersonalitywherethebrandstandsforsomething1.BasicIssuesinProductManagement17

BrandingStrategiesBrandextension

Franchiseextensionorfamilybranding

Dualbranding(jointorcobranding)

Multibranding1.BasicIssuesinProductManagement18

BrandingandBrandEquity

Brandequity

canbeviewedasthesetofassets(orliabilities)linkedtothebrandthatadd(orsubtract)value.Brandequityisdeterminedbytheconsumerandistheculminationoftheconsumer’sassessmentoftheproductandthecompany.1.BasicIssuesinProductManagement19

Packaging

Distinctiveoruniquepackagingisonemethodofdifferentiatingarelativelyhomogeneousproduct.Thepackagemustbecapableofprotectingtheproductthroughthechannelofdistributiontotheconsumer.Inaddition,itisdesirableforpackagestohaveaconvenientsizeandbeeasytoopenfortheconsumer.Hopefully,thepackageisalsoattractiveandinformative,capableofbeingusedasacompetitiveweapontoprojectaproduct’simage..1.BasicIssuesinProductManagement202.ProductLifeCycle

Figure6.2TheProductLifeCycle212.ProductLifeCycleProductsareintroduced,grow,mature,anddecline.Thiscyclevariesaccordingtoindustry,product,technology,andmarket.Marketingexecutivesneedtobeawareofthelife-cycleconceptbecauseitcanbeavaluableaidindevelopingmarketingstrategies.Itdoeshavelimitationsthatrequireittobeusedcautiouslyindevelopingstrategy.222.ProductLifeCyclevariationsofthelifecycle:

Fashions:acceptedandpopularproductstyles

Fads:productsthatexperienceanintensebutbriefperiodofpopularity232.ProductLifeCycle

ProductAdoptionandDiffusion

Figure6.3AdopterCategories243.TheProductAuditTheproductauditisamarketingmanagementtechniquewherebythecompany’scurrentproductofferingsarereviewedtoascertainwhethereachproductshouldbecontinuedasis,improved,modified,ordeleted.shouldbecarriedoutatregularintervalsasamatterofpolicy.

DeletionV.SProductImprovement254.OrganizingforProductManagement

marketing-managersystem,onepersonisresponsibleforoverseeinganentireproductlinewithallofthefunctionalareasofmarketingsuchasresearch,advertising,salespromotion,sales,andproductplanning.

brand-managersystem,amanagerfocusesonasingleproductoraverysmallgroupofnewandexistingproducts.Typically,thispersonisresponsibleforeverythingfrommarketingresearchandpackagedesigntoadvertising.264.OrganizingforProductManagementSuccessfulnewproductsoftencomefromorganizationsthattrytobringallthecapabilitiesoftheorganizationtobearontheproblemsofcustomers.Theuseofcross-functionalteamsinproductm