产品、服务与品牌战略分析报告.pptx

产品、服务与品牌战略分析报告

Product,Services,andBrandingStrategies产品、服务和品牌战略1

Objectives目标Beabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.定义产品以及主要的产品与服务分类。说明企业在确定产品线和产品组合时做出的各项决策。2

Objectives目标Understandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.说明企业怎样建立并管理其品牌。阐述对服务营销造成影响的四方面特征讨论对社会责任与国际营销需要额外关注的事项。3

CosmeticscompaniessellbillionsofdollarsworthofproductsConsumersbuymorethanjustaparticularsmellThe“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.TheCosmeticsIndustry化妆品业CaseStudy案例研究4

Definitions定义ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.产品向市场提供的，引起注意、获取、使用或消费，以满足欲望或需要的任何东西。服务由一方向另一方提供的本质上无形而又不带来任何所有权的任何活动或利益。5

WhatisaProduct?

什么是产品？Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications产品、服务和体验企业向市场所提供的，既包括有形产品又包括服务产品和服务的层次核心利益、实体产品、扩展产品产品和服务的分类6

频繁购买，很少计划，很少作比较或费精力，顾客参与度低低价格渠道广泛制造商大批量促销Convenience便利品FrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducer7

Shopping选购品不经常购买，较多的计划并为购物花费较多的精力，根据质量、价格和样式比较品牌比便利品价格高在较少的店面进行选择性分销生产商和经销商的广告和人员推销Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.Higherthanconveniencegoodpri