kotler12imMarketing management笔记.doc
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1、SETTING PRODUCT STRATEGY12 C H A P T E R LEARNING OBJECTIVESAfter reading this chapter, students should:q Know what are the characteristics of products and how can they be classifiedq Know how companies can differentiate productsq Know how a company can build and manage its product mix and product l
2、inesq Know how companies can combine products to create strong co-brands or ingredient brandsq Know how companies can use packaging, labeling, warranties, and guarantees as marketing toolsCHAPTER SUMMARY Product is the first and most important element of the marketing mix. Product strategy calls for
3、 making coordinated decisions on product mixes, product lines, brands, and packaging and labeling. In planning its market offering, the marketer needs to think through the five levels of the product: the core benefit, the basic product, the expected product, the augmented product, and the potential
4、product that encompasses all the augmentations and transformations the product might ultimately undergo. Products can be classified in several ways. In terms of durability and reliability, products can be nondurable goods, durable goods, or services. In the consumer-goods category, products are conv
5、enience goods (staples, impulse goods, emergency goods), shopping goods (homogeneous and heterogeneous), specialty goods, or unsought goods. In the industrial-goods category, products fall into one of three categories: materials and parts (raw materials and manufactured materials and parts), capital
6、 items (installations and equipment), or suppliers and business services (operating supplies, maintenance and repair items, maintenance and repair services, and business advisory services). Brands can be differentiated on the basis of a number of different product or service dimensions: product form
7、, features, performance, conformance, durability, reliability, repairability, style, and design, as well as such service dimensions as ordering ease, delivery, installation, customer training, customer consulting, and maintenance and repair. Most companies sell more than one product. A product mix c
8、an be classified according to width, length, depth, and consistency. These four dimensions are the tools for developing the companys marketing strategy and deciding which product lines to grow, maintain, harvest, and divest. To analyze a product line and decide how many resources should be invested
9、in that line, product-line manages need to look at sales and profits and market profile.A company can change the product component of its marketing mix by lengthening its product via line stretching (down-market, up-market, or both) or line filling, by modernizing its products, featuring certain pro
10、ducts, and pruning its products to eliminate the least profitable. Brands are often sold or marketed jointly with other brands. Ingredient brands and co-brands can add value assuming they have equity and are perceived as fitting appropriately.Physical products have to be packaged and labeled. Well-d
11、esigned packages can create convenience value for customers and promotional value for producers. In effect, they can act as “five-second commercials” for the product. Warranties and guarantees can offer further assurance to consumers. OPENING THOUGHT Students will be familiar with their “idea” of a
12、tangible productthe physical manifestationtheir cell phone or the shoes they are wearing for example. However, students may have trouble understanding the “totality” of the product physically demonstratedthe core benefit, the basic product, expected product, augmented, and potential product. The ins
13、tructor is encouraged to use the class period to allow the students to try to uncover or explore these additional components of the “product” concept so that the students will begin to understand these dimensions better. Students should have no problems understanding the concepts of durability and r
14、eliability, nor should they have problems with brands differentiation or product line depth and breath. Perhaps, the most challenging concept of the chapter is the concept of line stretching, and/or line filling. Again, the instructor is encouraged to use examples from manufacturers and/or personal
15、experience to communicate these concepts successfully. Finally, the labeling of a product includes both advertising copy and governmental regulations will be new material for many students. TEACHING STRATEGY AND CLASS ORGANIZATIONPROJECTS1. At this point for the semester-long project, students shoul
16、d have set their group projects product or service strategy. Instructors are to evaluate their submissions on the product (or services) features, quality, and price and other the other considerations of “product” found in this chapter. 2. In planning its market offering, the marketer needs to addres
17、s five product levels: core benefit, basic product, expected product, augmented product, and potential product. Students should select a firm within an industry and through research (Internet and other formats) outline the firms five product levels for its products. In their research, students shoul
18、d be challenged to discover the firms perception of the customers value hierarchy and total consumption system. 3. Sonic PDA Marketing Plan Decisions about products are critical elements of any marketing plan. During the planning process, marketers must consider issues related to product mix and pro
19、duct lines. Product marketers distinguish five levels of product, each adding more customer value: core benefit, basic, expected, augmented, and potential. In assessing product strategy: How would you define the core benefit for Sonic 1000? How would you define the augmented product for Sonic 2000,
20、the second product to be launched by Sonic next year? Write your answers to the questions in a written marketing plan or enter it in the Product Offering and Marketing Mix sections of Marketing Plan Pro. ASSIGNMENTSSmall Group Assignments1. The opening vignette of this chapter details the success of
21、 Steinway Pianos in their delivery of a superior product. There are numerous examples of companies delivering offerings that meet the target customers needs or wants. In this assignment, the students are challenged to compile a list of at least three other examples of company products performing at
22、exceptional levels despite intense competition. In their report, students should not only identify the products and companies in terms of the definition of “product” described in this chapter, but also be able to delineate the salient characteristics of their selected products. 2. Convenience items
23、and capital good items can be seen as two ends of the “product continuum.” Convenience items are purchased frequently, immediately, and with minimum of effort. Capital goods are those items that last a long period of time and are purchased infrequently by consumers. Students should select a convenie
24、nce good and a capital good of their choice and compare and contrast the consumers value hierarchy and users total consumption system for each item. Individual Assignments1. Assign the following readings to students: Robert Bordley, “Determining the Appropriate Depth and Breath of a Firms Product Po
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