《产品推销 英文版》PPT课件.pptVIP

Chapter 1 Developing and maintaining knowledge of products and service Chapter Objective Define the term product, including the core, actual and augmented product, product line. Explain services classifications and discuss the marketing of services. Product In your opinion， what is product？ 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 The level of products Core product Actual products Augmented product 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 The level of products cont. Actual product is a product’s parts, quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits The level of products cont. Augmented product means additional consumer services and benefits built around the core and actual products. Figure 1.1: Three Levels of Product Exercise Base on Figure 1.1 (Three Levels of Product), Take the airline company as a example to illustrating three levels of its product Figure 1.2: Illustrating three levels of product Product Classifications Products may classes based on the types of consumers that use them Consumer products Business-to-business products Consumer 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 Classification Convenience products Consumer goods and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort Shopping products Goods and services that the consumer, in the process of selection and purchase, usually compares on bases such as suitabil