市场营销86200.ppt

Chapter 11 Product Strategies产品战略 What is a Product? Which of the following are products? a television a repair person fixes the TV for you movie People buy want satisfaction rather than objects. (A television is more than a black box with a screen and a remote control. We buy a TV in order to satisfy a want for entertainment.) Product: bundle of physical, service, and symbolic attributes designed to satisfy a buyers’ want.以下哪些产品？ 电视 修复修复电视为你的人 电影 人们想买满意而不是对象。（电视不仅仅是一个黑盒子与一个屏幕和一个远程控制。我们买电视来满足需要娱乐。） 产品：束物理，和象征属性的服务，满足买家的需要 What are Goods and Services? Service: intangible不可捉摸的task that satisfies consumer or business user needs Goods-services continuum: device that helps marketers to visualize the differences and similarities between goods and services Characteristics that distinguish services from goods: Intangibility. Services don’t have physical features that buyers can see, hear, smell, taste, or touch. Customers buy only a promise. Inseparability. We cannot separate the service from its provider. Perishability. Services cannot be stored. Their prices change with the demand. Difficulty of standardization. Exceptions: KFC 特点，区分服务商品： 无形的。服务没有物理特征买家看到的，听到的，闻到的味道，或触摸。顾客只买一个承诺。 不可分离性。我们不能单独的服务提供商。 易逝。服务无法存储。他们的价格变化的需求。 困难的标准化。例外：肯德基 Importance of the Service Sector重要的服务部门 People cannot live without services. The service sector makes up more than two-thirds of the economy. Service account for four out of five jobs in the U.S . Consumer desire for speed and convenience and technological advances that allow firms to fulfill this demand. (wireless communications, meal preparation for busy families, financial services)人们的生活离不开服务。 服务行业的占三分之二以上的经济。服务占四的五工作在美国。 消费欲望的速度和便利和技术进步，使企业满足这种需求。（无线通讯，备餐为忙碌的家庭，金融服务） Classifying Goods and Services for Consumer and Business Markets分类商品和服务的消费者和商业市场 Consumer products: products destined for use by ultimate consumers Business (or B2B) products: goods and services purchased for use in the production of other goods or services, or f