Managing Product Lines, Brands, and Packaging参考.ppt

Objectives Product Characteristics Building Managing the Product Mix Product Lines Brand Decisions Packaging Labeling Components of the Market Offering Five Product Levels Consumer-Goods Classification Product Mix Product-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring Line Pruning Two-Way Product-Line Stretch: Marriott Hotels What is a Brand? Brand Equity An Overview ofBranding Decisions Brand Strategies Good Brand Names: Why Package Crucial as a Marketing Tool Self-service Consumer affluence Company brand image Opportunity for innovation Labels Objectives Service Definitions Classifications How Services Differ Goods Improving Service Differentiation, Quality, Productivity Improving Customer Support Services Categories of Service Mix Three Types of Marketingin Service Industries Service Differentiation Service-Quality Model Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles ServiceExcellence Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees Customers Managing Productivity Importance-Performance Analysis Complaint Resolution Hiring Criteria Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types Sources of Complaints * ?2000 Prentice Hall * Value-based prices Services mix and quality Product features and quality Attractiveness of the market offering Potential product Augmented product Expected product Basic product Core benefit Specialty Products Unsought Products Shopping Products Buy less frequently Gather product information Fewer purchase locations Compare for: Suitability Quality Price Style Convenience Products Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers don’t want to think about. Require much advertising personal sel