市场营销学英文ppt课件：ch12 Setting Product Strategy.ppt

12Setting Product Strategy,1,Chapter Questions,What are the characteristics of products and how do marketers classify products?How can companies differentiate products?Why is product design important and what factors affect a good design?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-2,Chapter Questions,How can a company build and manage its product mix and product lines?How can companies combine products to create strong co-brands or ingredient brands?How can companies use packaging,labeling,warranties,and guarantees as marketing tools?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-3,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-4,What is a Product?,A product is anything that can be offered to a market to satisfy a want or need,including physical goods,services,experiences,events,persons,places,properties,organizations,information,and ideas.,Figure 12.1 Components of the Market Offering,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-5,Figure 12.2 Five Product Levels,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-6,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-7,Product Classification Schemes,Durability,Tangibility,Use,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-8,Durability and Tangibility,Nondurable goods,Durable goods,Services,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-9,Consumer Goods Classification,Convenience,Shopping,Specialty,Unsought,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-10,Industrial Goods Classification,Materials and partsCapital itemsSupplies/business services,Product Differentiation,Product formFeaturesCustomizationPerformanceConformance,DurabilityReliabilityRepairabilityStyle,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-11,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-12,Service Differentiation,Ordering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repairReturns,Design,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-13,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-14,The Product Hierarchy,Product Systems and Mixes,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-15,Figure 12.3 Product-Item Contributions to a Product Lines Total Sales and Profits,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-16,Figure 12.4 Product Map for a Paper-Product Line,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-17,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-18,Line Stretching,Down-Market Stretch,Up-Market Stretch,Two-Way Stretch,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-19,Product-Mix Pricing,Product-line pricingOptional-feature pricingCaptive-product pricingTwo-part pricingBy-product pricingProduct-bundling pricing,Ingredient Branding,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-20,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-21,What is the Fifth P?,Packaging,sometimes called the 5th P,is all the activities of designing and producing the container for a product.,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-22,Factors Contributing to the Emphasis on Packaging,Self-serviceConsumer affluenceCompany/brand imageInnovation opportunity,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-23,Packaging Objectives,Identify the brandConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at-home storageAid product consumption,Functions of Labels,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-24,For Review,What are the characteristics of products and how do marketers classify products?How can companies differentiate products?Why is product design important and what factors affect a good design?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 2-25,Also For Review,How can a company build and manage its product mix and product lines?How can companies combine products to create strong co-brands or ingredient brands?How can companies use packaging,labeling,warranties,and guarantees as marketing tools?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 12-26,