ch67productandbrandstrategies产品和品牌策略和新产品开发教案资料.pptx

Product and Brand Strategies New Product DevelopmentCh 6 and ch 7Bus560 week 5 Product vs. Brands Are they the same? Product Definition and ClassificationProduct – The sum of the physical, psychological, physiological, and sociological satisfactions the buyer derives from purchase, ownership and consumptionTwo basic criteria for product classificationEnd use or marketDegree of processing or physical transformationCategories of Product ClassificationConsumer goodsConvenience goods – purchased frequently with minimum effort, e.g. food and impulse goodsShopping goods – purchased after some time and energy are spent on comparing alternative e.g. appliancesSpecialty goods – unique in some way so the consumer will make some effort to obtain themOrganizational Market CharacteristicsA primary purchasing motive for organizational goods is profitOrganizational markets are concentrated geographically as in the case of steel, auto or shoesCan be categorized intoVertical market – Limited number of buyersIt is narrow and deepHorizontal market – Goods are purchased by all types of firms in many different industriesProduct MixFull set of products offered for sale by an organizationProduct mix described byWidth – Number of product lines handled by organizationDepth – Average number of products in each lineProduct LineProduct line planning revolves around the question of how many product variants should be includedVarying products offered for three reasonsPotential customers rarely agree on a single set of specificationsCustomers prefer varietyDynamics of competition lead to multiproduct linesCampbell’s Product Lines and Mix{}BrandingA brand identifies one seller’s good or service as distinct from competitorsName, term, design, symbol, or any other featureTrademark – Legal term for brandFactors that increase strength of brand includeProduct qualityConsistent advertising and marketing communicationDistribution intensityBrand personalityBrand image and meanings“Big 5” brand persona