4ps产品、价格、促销、渠道.ppt

1、international marketing mix(4Ps),Chapter 6 No.1 Product Decision,1.Product and its 5 features,Definition: A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. Eg: A romantic perfume, a National Day vacation tour,

2、all these are product.,Five features,John Fayerweather suggested 5 important features that are relevant to global marketing product decision, including primary functional purpose, secondary purpose Durability(耐久性) and quality method of operation maintenance,1) primary function is that a product is f

3、irstly designed to have. Eg: For a high-developed social level, the primary function of a cell phone is to communicate. For a less developed social level, a mobile phone is not only a communication tool but also a symbol of higher social position. 2)Thus, the product has a secondary function: a symb

4、ol of social position.,Dior cell phone,3) Durability and quality are very important part to be considered. 4) the fourth characteristic is method of operation. This indicates that a product should be designed according to the conditions of its target market. For example, in the UK and Australia, dri

5、vers is on the right, while in China, drivers sight on the left. An automobile marketer must take this into consideration when doing product design.,5) The last feature is maintenance. The service of maintenance vary in different parts of the world.,A.O. SMITH 售后服务,2. Product classification,Traditio

6、nally, classification of product is based on users, hence the consumer goods and industrial goods. 1) consumer products They are products bought by final consumers for personal consumption. Based on how consumers buying them, consumer products can be further classified.,A: convenience products（便利品）

7、are those that consumers usually buy frequently. They are usually low priced and widely available. Soap, candy, newspapers are in this catalog.,胡蝶1940s力士香皂广告,B: shopping products（选购品） are those purchased by consumers after characteristic comparison on such based as quality, price and style. Eg: furn

8、iture, clothing, used cars.,used cars 宝马二手车广告,C: specialty products（特色产品） are consumer products with special features or brand identification for which a significant group of buyers is willing to make special purchase effort. Eg: specific brands and types cars, high-priced sports equipment, hand-mad

9、e dress.,法拉利中国限量版艺术跑车 全球仅1辆,高级定制婚纱,D: unsought(突发的) products（非渴求产品） are consumer products that the consumer either does not know about or knows about but does not normally think of buying. Eg: life insurance, blood donation(献血).,2)industrial products They are those purchased for further processing o

10、r for use in conducting a business(开展新的业务).,3.Product strategies in international markets,The contents of an international product plan: Which country the product will enter? How to change the original product? Which product should be added? Which brand and package should be used? Which service and

11、guarantee should be offered? When to offer the product?,Main product strategies used in international marketing Product-promotion direct extension (dual extension)产品和信息直接延伸策略 Product direct extension-promotion adaptation产品直接延伸，信息传递改变策略 Product adaptation-promotion direct extension产品修改，信息传递直接延伸策略 Pro

12、duct adaptationpromotion adaptation (dual adaptation)产品和信息传递双调整策略 Product invention全新产品策略,Strategy 1: product-communications extension 产品和信息直接延伸策略 This strategy is very low cost and takes the same product and communication strategy into other markets. 如果产品的效用和使用方式在国内外市场完全相同，可以直接将产品出口；在国际市场上采用相同的产品信息

13、传递策略，树立相同的产品形象。,Eg: The Coca Cola company sell the same products in both home market and international market. And it use the same communication with all kinds of consumers.,So it builds the same product images between home market and oversea markets.,3P of Coca Cola,无处不在 Pervasiveness、 心中首选 Prefere

14、nce、 物有所值 Price to value,Strategy 2: Product direct extension-promotion adaptation产品直接延伸，信息传递改变策略 If the product basically fits the different needs or segments of a market, it may need an adjustment in marketing communications only, but different product functions have to be identified. Eg: to trans

15、late the brand name: P&G-宝洁,Strategy 3: Product adaptation-promotion direct extension产品修改，信息传递直接延伸策略 The product is adapted to fit usage conditions but the communication stays the same.,Strategy4: Product adaptationpromotion adaptation (dual adaptation)产品和信息传递双调整策略 Both product and communication str

16、ategies need attention to fit the peculiar need of the market. 上海通用别克系列中的新世纪车型经过改进后被冠以“君威”的名字重新上市，销量大增。,Strategy5: Product invention全新产品策略 This needs a totally new idea to fit the conditions of market. This is very much a strategy that could be ideal in a Third World situation. The development costs

17、 may be high, but the advantages are also very high.,4.Some pitfalls in product decisions 产品决策中的误区,1.Product is product. When consumers purchase goods, they purchase the service needed with the goods. 2.Bigger is better. Consumers pay more attention to fitness than size.,3.All change is good. Eg: Co

18、ca Cola once tried to modify the ingredients of coca and son found out it did not work as the company had expected. They were forced to keep its original formula. These case indicates that sometimes, changes are worse than anything else. It is costly and may change a brand rather than improve it. Beside, what consumers want is an improved product.,4. Nobody can resist a bargain. Consumers tend to believe that low price means low quality. When the price of a product decreases, they may be suspicious about the products quality. So companies need to be very cautious each time t