菲利普科特勒-《市场营销讲义》13.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 * ?2000 Prentice Hall * 管理资源吧（），提供海量管理资料免费下载！ 管理资源吧（），提供海量管理资料免费下载！ Value-based prices Services mix and quality Product features and quality Attractiveness of the market offering 管理资源吧（），提供海量管理资料免费下载！ Potential product Augmented product Expected product Basic product Core benefit 管理资源吧（），提供海量管理资料免费下载！ 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 selling Buy frequently immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods 管理资源吧（），提供海量管理资料免费下载！ Width - number of different product lines Length - total number of items within the lines Depth - number of versions of each product Product Mix - all the product lines offered Consistency 管理资源吧（），提供海量管理资料免费下载！ 管理资源吧（），提供海量管理资料免费下载！ Quality Economy Superior Standard Good Price High Above average Average Low Fairfield Inn (Vacationers) Courtyard (Salespeople) Marriott (Middle managers) Marriott Marquis (Top executives) 管理资源吧（），提供海量管理资料免费下载！ Attributes Benefits Values Culture User Personality 管理资源吧（），提供海量管理