产品推销 英文版.ppt

1、1,Chapter 1 Developing and maintaining knowledge of products and service,2,Chapter Objective,Define the term product, including the core, actual and augmented product, product line. Explain services classifications and discuss the marketing of services.,3,Product,4,In your opinion， what is product？,

2、5,Definition,A product is anything 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 ideas,6,The level of products,Core product Actual products Augmented product

3、,7,The level of products cont.,Core product is the problem-solving services or core benefits that consumers are really looking for when they buy a product,What is the buyer really buying?,8,The level of products cont.,Actual product is a products parts, quality level, styling, features, brand name,

4、packaging and other attributes that combine to deliver core product benefits,9,The level of products cont.,Augmented product means additional consumer services and benefits built around the core and actual products.,10,Figure 1.1: Three Levels of Product,11,Exercise,Base on Figure 1.1 (Three Levels

5、of Product), Take the airline company as a example to illustrating three levels of its product,12,Figure 1.2: Illustrating three levels of product,13,Product Classifications,Products may classes based on the types of consumers that use them Consumer products Business-to-business products,14,Consumer

6、 product,Consumer products are products brought by final consumers for personal consumption. Base on how consumers go about buying them, it include: convenience, shopping, specialty and unsought products,15,Classification,Types of Consumer Products,Convenience,Unsought Goods,Specialty,Shopping,16,Co

7、nvenience products,Consumer goods and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort,17,Shopping products,Goods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitability

8、, quality, price and style.,18,Specialty products,Consumer 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.,19,Unsought products,Consumer goods and services that the consumer either does n

9、ot know about or know about but does not normally think of buying.,20,B2B product,B2B refer to business to business B2B product means: goods purchased by individuals and organisations for further processing or for use in conducting a business,21,B2B Product Classification,22,Materials and Parts,Indu

10、strial 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. Manufactured materials and parts include component materials and component parts.,23,Capital items,Industrial goods

11、and services that enter the finished product partly, including installations and accessory equipment. Installations consist of buildings and fixed equipment. Accessory equipment includes portable factory equipment and tools and office equipment.,24,Supplies,Industrial goods that do not enter the fin

12、ished product at all. Supplies are the convenience product of the business market and are usually purchased with minimum effort or comparison.,25,Services,26,Services,Service organisations offer customers something that is intangible: the interaction does not result in the ownership of anything that

13、 endures,27,Characteristics of Services,Perishability,Variability,Intangibility,Inseparability,Service,28,Service consumption mostly involves people in service encounters, services are experiential in nature and often require special measures to assess quality such as mystery shoppers,29,Discussion,

14、Are services products? Are they really so different from branded goods,30,Discussion,Is Microsoft a product or a service? Why?,31,Industry,32,Being familiar with the industry helps you to be confident and perform well in your role,33,Information Related to Industry,Manufacturing Hospitality Informat

15、ion Technology,Trade Automotive Transport sport,The industry sector,34,Information Related to Industry,The kind of organization and the products and services offered For example, a furniture or a house care provider,35,Information Related to Industry,Business ownership or organisation structure: Own

16、ed by one person or a partnership A private business or public company A cooperative, government-owned, or a franchise Run by a board or shareholders,36,Information Related to Industry,Regulations that affect the way the business operates,37,Information Related to Industry,The size of the organisati

17、on Small (1-30 employees) Medium (31-79 employees) Large (more than 80 employees),38,Practice task 1,Use the organisation you are familiar with to complete this table,39,Chapter 2 Recommending product and services,40,Needs Want Demand,41,Needs,Human needs are the most basic concept underlying market

18、ing States of felt deprivation Humans have many complex needs including physical, social and individual needs,42,Needs,When a need is not satisfied, a person will either try to reduce the need or look for an object that will satisfy it People in less economically developed societies might try to red

19、uce their desires and satisfy them with what is available,43,What,Wants are the form taken by human needs and are shaped by culture and individual personality. As a society evolves, the wants of its members expand. Marketers try to provide more want-satisfying goods and services,44,测试你的需求欲望,请在纸上随意画一

20、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,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，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。,46,Demand,Demands are the hum

21、an wants that are backed up by buying power When people have the money to purchase the need-satisfying object there is then demand,47,Discussion？,What is the relationship between needs, wants and demand,48,Customers view products as bundles of benefits and choose the products that give them the best

22、 value for money. Outstanding companies go to great 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.,49,Negative demand: a major part of the market d

23、islikes the product and may even pay a price to avoid it No demand: Target consumers may be unaware of or uninterested in the product Latent demand: Many consumers share a strong need that cannot be satisfied by existing products,50,Declining demand: every organisation will face a decline in demand

24、for one or more of its products sooner or later Irregular demand: many organisations face demand that varies on a seasonal, daily or hourly basis Full demand: organisations face full demand when they are satisfied with their volume of business,51,Overfull demand: organisations may face a demand leve

25、l that is higher than they can or want to handle Unwholesome demand: unwholesome products will attract organised efforts to discourage their consumption,52,Activity,Suppose: a consumer said : I want a expansive car Analyse any possible demand,53,ExampleI want an expansive car,说出来的需要(顾客想要一辆昂贵的车)。 真正的

26、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)。,54,Client needs,55,Client Satisfaction,56,Build customer satisfaction through Value Quality Service,57,Customer Delivered Value,58,Client Satisfaction,Definition Satisfaction is a persons feelings o

27、f pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.,59,Satisfied Customers:,Are loyal longer Buy more (new products it includes the products durability, reliability, precision, ease of operation and repair, and o

28、ther valued attributes,#1,61,Strategic quality involves gaining an edge over competitors by consistently offering products and services that give customers better quality quality is not a problem to be solved; it is a competitive opportunity,62,Provide product and service information,63,Where inform

29、ation come from,At trade Fairs On websites In industry magazines In newspaper and television Through media releases Brochures, pamphlets,64,Identify New Market,65,Organsiational Requirements,66,Role play,Scenario :You are the salesman for the Coca Cola. You customer is a supermarket which located in

30、 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 boss sell your product in his shop.,67,Chatper 3 Advising on promotional activities,68,Promotion,69,Promotion activities,Samples Coupons Premiums Contest

31、s/Sweepstake,Refunds/rebates Bonus packs Price-off deals Frequency programs Event marketing,70,Competitor,71,Who is your competitor,72,Case 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 pr

32、ice.,73,Case study,He 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.,74,Question,How might Funky Fones have prevented the pric