1 Part four : Product Strategy ( Chapter8-Charpter9)

Slides:



Advertisements
Similar presentations
Product and Services Strategy
Advertisements

PRESENTATION NO:1 PRESENTED TO:MAM AMARA AKRAM
第十二章 常微分方程 返回. 一、主要内容 基本概念 一阶方程 类 型 1. 直接积分法 2. 可分离变量 3. 齐次方程 4. 可化为齐次 方程 5. 全微分方程 6. 线性方程 类 型 1. 直接积分法 2. 可分离变量 3. 齐次方程 4. 可化为齐次 方程 5. 全微分方程 6. 线性方程.
Product, Services, and Brands: Building Customer Value
Chapter Eight Product and Branding Strategy
Chapter Eight Product and Branding Strategy
石化的 IT 大挑战 洛阳石化工程公司. 石化公司简介 中国石化集团洛阳石油化工工程公司,是国内能源化 工领域集技术专利商与工程承包商于一体的高科技企 业。拥有中国综合设计甲级资质,为国家首批业务涵 盖 21 个行业的工程咨询企业之一,拥有工程总承包、 工程设计、工程监理、工程咨询和环境影响评价等甲.
Product and Services Strategy
Product and Services Strategy
Learning Goals Understand products and the major classifications of products and services Learn the decisions companies make regarding their products and.
Product, Services, and Branding Strategy 8 Principles of Marketing.
Harris Spring 2005 讲座一 “ERP 与企业流程再造 ” 东南大学 自控系 赵霁教授 电话: 一 ERP 是什么? 二企业为什么要引入 ERP 系统? 三企业管理软件的发展与 ERP 的创新之处 四 ERP 与流程再造的关系。 五 企业流程再造规划分析。
Product and Services Strategy What is a product? One more time…
协同工作环境研究中心 协同共享 助力科研. 主要内容  认识协同及协同软件  协同科研软件 duckling 介绍.
1 第三章 管理环境 一、外部环境因素 一、外部环境因素 二、内部环境因素 二、内部环境因素 三、当代的管理环境特点 三、当代的管理环境特点.
Principles of Marketing
Chapter Eight Product and Branding Strategy
Kotler / Armstrong, Chapter 8 A _____ is anything that can be offered to a market that might satisfy a need or a want. 1.position 2.product 3.promotion.
Product, Service, and Branding Strategies
Product, Services, and Brands:
Objectives Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their.
© October Product is anything that can be offered to a market fot attention, acquisition, use, or consumption that might satisfy a want or need.
Week 7 Product Decision.
8-1 Chapter 8 Product and Services Strategy. 8-2 What is a Product? ProductA Product is anything that can be offered to a market for attention, acquisition,
Product and Services Strategy
Kotler / Armstrong 11e, Chapter 8 A _____ is anything that can be offered to a market that might satisfy a need or a want. 1.position 2.product 3.promotion.
Product, Services, and Branding Strategies Chapter 9.
8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.
Developing the Marketing Mix Product Pricing Placing Promoting.
1 11.Product & Service Strategies. 2 Products Product: tangible goods vs. services Levels of product –Class & form –Core, actual, augmented Product line.
Principles of Marketing Lecture-23. Summary of Lecture-22.
Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands Building Customer.
8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.
1 Part four : Product Strategy ( Chapter9-Charpter10)
Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Products, Services, and Brands: Building Customer.
Chapter Eight Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education, Inc. All rights reserved.
EC 营客通产品操作(九) EC 营客通产品操作(九) 400 电话 400 电话. 400 电话有助于提升企业形象,无论企业地址变更、机构 变化、人员变动,联系方式永远不变。且在 EC 上申请的 400 电话可以在 EC 平台上进行统一的 400 电话接听及 400 电话客服的管理。
Product and Services Strategy
Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands: Building Customer.
Global Edition Chapter Eight Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education.
1 Chapter 8 Product and Services Strategy. 2 What is a Product? Product A Product is anything that can be offered to a market for attention, acquisition,
Product, Services, and Branding Strategy Chapter 8.
Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Products, Services, and Brands Building Customer.
Chapter 5 Product Life-cycle The Best Way to hold customers is to constantly figure out how to give them more or less.
力的合成 力的合成 一、力的合成 二、力的平行四边形 上一页下一页 目 录 退 出. 一、力的合成 O. O. 1. 合力与分力 我们常常用 一个力来代替几个力。如果这个 力单独作用在物体上的效果与原 来几个力共同作用在物体上的效 果完全一样,那么,这一个力就 叫做那几个力的合力,而那几个 力就是这个力的分力。
算得清写的准 —— 物业费公示报告的编写 讲师:朱芸 物业费的 构成? 哪些是管 理人员工 资呢? 哪些算工程费 用? 怎样才能核 算的清楚呢?
“ 百链 ” 云图书馆. 什么是百链云图书馆?1 百链云图书馆的实际效果?2 百链云图书馆的实现原理?3 百链云图书馆的价值?44 图书馆要做什么?55 提 纲.
Product, Services, and Branding Strategy What is a Product? Anything that can be offered to a market for attention, acquisition, use, or consumption.
如何开展新学期 “ 导学课 ”. 如何组织 导学课 遇到问题 联系谁 导学课 基本内容 123 目录.
进口食品标签中介服务平台介绍 上海顺益信息科技有限公司. 目录页 平台操作 平台定义 平台功能 进口食品标签中介服务平台介绍.
蹲点联校与拓展型课题研究 情况介绍 喻照安 本人蹲点联校之学校 拓展型课题名称 蹲点学校:当阳市实验中学 宜昌市 22 中学 宜昌市 27 中学 拓展型研究课题: “ 对话教学,灵动未央 ” 教育研究.
Marketing II Chapter 7: Products, Services, and Brands: Building Customer Value.
Principles of Marketing Global Edition
1 Chapter 7 Product, Services, and Branding Strategy.
Product, Services & Branding Strategy 8 Principles of Marketing.
Products, Services, and Brands Building Customer Value.
Chapter 9 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine Product, Services, and Brands Building Customer Value.
Chapter Eight Product, Services, and Brands: Building Customer Value.
Products, Services, and Brands. PRODUCT  Product – is anything that can be offered to a market for attention,acquisition, use or consumption that might.
Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education, Inc. All rights reserved.
8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.
Products, Services and Brands: Building Customer Value
Product, Services, and Brands: Building Customer Value
MGT301 Principles of Marketing
Principles of Marketing
Product, Services, and Branding Strategy
Product, Services, and Branding Strategy
Principles of Marketing
Presentation transcript:

1 Part four : Product Strategy ( Chapter8-Charpter9)

2 What Is Product? (P.232) Product:Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a wants and needs. Service: Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

3 Tree Lever of Product (P.234) Augmented product Actual product Core product Core benefit Core benefit Packaging Brand name Quality lever Design Features Installation Delivery and credit Warranty After sale service

4 Core benefit Expected product Augmented product Potential product Five product levels Basic product

5 Product Classification (P.235) Consumer Products Convenience Products Convenience Products Shopping Products Shopping Products Specialty products Specialty products Unsought products Unsought products Materials and parts Materials and parts Capital items Capital items Industrial Products Supplies and services

6 Individual Product Decisions (P.239) Product attributes Product attributes Branding Packaging Labeling Product support services Product support services

7 Product Attributes (P ) Product attributes Product attributes Product quality Product features Product Style & Design

8 Product line & Product Mix Decisions Product line : (P.247) 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: (P.248) the set of all product lines and items that a particular seller offers for sale.

9 Product mix matrix Product Line A Product Line B Product Line C Product Items (depth ) A1 A2 A3 B1 B2 B3 B4 B5 C1 C2 ( width )

10 Branding Brand :A name,term,sign,symbol,or design,or a combination of these intended to identify the goods or services of sellers,and to differentiate them from those of competitors.

11 品牌是符号与内容的统一 外在标识 符号 创意素材 内在特质 内容 经营题材 联想

12 Branding The meaning of brand The meaning of brand Attributes Benefits Personality Values

13 品牌内在特质的构成 产品利益 价值认知差异 价位档次 层级认知差异 市场认知差异 文化认知差异 使用人群 个性形象

14 Brand equity (P.249) The positive differential effect that knowing the brand name has on customer response to the product or service.

15 Building Strong Brands (P.250) Line extensions Brand extensions Multi brand New brand Line extensions Brand extensions Multi brand New brand Manufacturer’s Brand Private brand Licensing Co-branding Manufacturer’s Brand Private brand Licensing Co-branding Brand development Brand sponsorship Brand name selection Brand positioning Selection Protection Selection Protection Attributes Benefits Beliefs and values Attributes Benefits Beliefs and values

16 案例 1 :新黄浦集团 在没有大厦之前,我们 只是普通的砖。 创意理念: 砖头宣言: 砖头 平凡而普普通通 坚实负重 砌成了河边小筑,摩天大楼 由平凡、普通走向堂皇 新黄浦集团 如砖头的叠加,层层坚实 平凡的我,能构筑辉煌

17 案例 2 :石库门 - 上海老酒 创意理念: 上海人管喝酒叫 “ 吃老酒 ” “ 上海老酒 ” 体现了 “ 上海味道 ” 什么最能形象地表现 “ 上海味道 ” ? 于是想到了 “ 石库门 ” 由 “ 石库门 ” 联想到 “ 上海味道 ” 又由 “ 上海味道 ” 联想到 “ 上海老酒 ” 。

18 Brand Sponsorship (P.252) Manufacturer’s brand(National brand): A brand created and owned by the 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.

19 Brand Sponsoring (P ) Licensing: to be licensed brand previously created by other manufacturers or the well- known names and symbols owner. Co-brand: the practice of using the established brand names of tow different companies on the same product.

20 Brand Strategy ( P.255) Product Category Existing New Existing Brand name New Line extension Multi-brands Brand extension New brand

21 Services marketing Characteristics of a service (P.258) Services Intangibility (无形性) Services cannot be seen, tasted, felt, heard or smelled before purchase Intangibility (无形性) Services cannot be seen, tasted, felt, heard or smelled before purchase Variability (可变性) Quality of service depends on who provides them and When,where,and how. Variability (可变性) Quality of service depends on who provides them and When,where,and how. Inseparability (不可分性) Services cannot be separated from their providers Inseparability (不可分性) Services cannot be separated from their providers Perishability (易逝性) Services cannot be stored For later sales or use. Perishability (易逝性) Services cannot be stored For later sales or use.

22 Service marketing strategies mix Pricing strategy Pricing strategy Product strategy Product strategy People Process Placing strategy Placing strategy Physical evidence Physical evidence Promotion strategy Promotion strategy

23 Service-profit Chain (P.260) The chain that links service firm profits with emprloyee and customer satisfaction. 良好 工作 环境 良好 工作 环境 员工 满意 度 员工 满意 度 员工 忠诚 度 员工 忠诚 度 员工 工作 效率 员工 工作 效率 服务 价值 服务 价值 顾客 满意 度 顾客 满意 度 顾客 忠诚 度 顾客 忠诚 度 企业 经营 利润 企业 经营 利润 内部效应外部效应

24 Types of marketing in service industries (P.260) Company Employees Customers Internal marketing External marketing Interactive marketing

25 The New-product Development Process (P.276) Idea Generation Idea Generation Concept Development and Testing Concept Development and Testing Marketing Strategy develop- ment Marketing Strategy develop- ment Business Analysis Business Analysis Test marketing Test marketing Commer- cialization Commer- cialization Idea Screening Product Development

26 Major Idea Resources Internal Sources Internal Sources Customers Competitors Distributors & Others

27 Product Life Cycle (P.290) Sales & Profit Sales Profit Product Development Introduction Growth Maturity Decline

28 The Strategies in The Product Life Cycle Introduction Stage: High price Low promotion Low price High promotion

29 The Strategies in The Product Life Cycle Growth Stage: High market share High market share High current profit High current profit

30 The Strategies in The Product Life Cycle Maturity Stage: Modifying the Market Modifying the Market Modifying the Product Modifying the Product Modifying the Marketing Mix Modifying the Marketing Mix

31 The Strategies in The Product Life Cycle Decline Stage: Maintain Harvest Drop

32 产品生命周期各阶段基本策略: 导入期 —— 突出一个 “ 快 ” 字; 成长期 —— 强调一个 “ 好 ” 字; 成熟期 —— 抓住一个 “ 优 ” 字; 衰退期 —— 明确一个 “ 转 ” 字。