产品策略双语汇编课件.ppt

1、ProductChapter 78-1Learning Goals1.Understand products and the major classifications of products and services2.Learn the decisions companies make regarding their products and services3.Understand branding strategy4.Identify the four characteristics that affect the marketing of a service5.Realize add

2、itional product issues8-2Definitions定义定义 Product 产品产品 Anything offered to a market for attention,acquisition,use,or consumption that might satisfy a need or want.任何能够提供到市场供关注、获得、任何能够提供到市场供关注、获得、使用或消费，并可以满足需要或欲望使用或消费，并可以满足需要或欲望的东西。的东西。Goal 1:Understand products and their classifications8-3 Products,S

3、ervices,and Experiences 产品、服务和体验产品、服务和体验 Market offerings may consist of a combination of goods and services Experiences are used to differentiate offeringsWhat is a Product?8-4 product=tangible good+service 产品实体服务产品实体服务8-5服务营销服务营销8-6利益效用包装商标 品牌包装运送设计保证质量核心产品核心产品 Core benefit形式产品形式产品 Actual product附

4、加产品附加产品Augmented productLevels of Product and Services 产品和服务的层次产品和服务的层次安装担保售后服务8-7课堂研讨课堂研讨 产品整体概念对指导企业营销管理有何启示？8-8整体产品对营销管理的意义整体产品对营销管理的意义 体现了以顾客为中心的现代营销观念。体现了以顾客为中心的现代营销观念。为企业开发适合消费者需要的有形与无为企业开发适合消费者需要的有形与无形产品、挖掘新的市场机会提供了新的形产品、挖掘新的市场机会提供了新的思路。思路。给企业产品开发设计提供了新的方向。给企业产品开发设计提供了新的方向。为企业的产品差异化提供了新的线索。为企

5、业的产品差异化提供了新的线索。整体产品概念要求企业重视各种售后服整体产品概念要求企业重视各种售后服务。务。8-9Product and Service Classifications产品和服务的分类产品和服务的分类 Consumer products 消费品消费品 Industrial products 工业品工业品Goal 1:Understand products and their classifications8-10What is a Product?Convenience 便利品便利品ShoppingSpecialtyUnsought Frequent purchases boug

6、ht with minimal buying effort and little comparison shopping Low price Widespread distribution Mass promotion by producerTypes of Consumer Products Goal 1:Understand products and their classifications8-11What is a Product?ConvenienceShopping 选购品选购品SpecialtyUnsought Less frequent purchases More shopp

7、ing effort for comparisons.Higher than convenience good pricing Selective distribution in fewer outlets Advertising and personal sellingTypes of Consumer Products Goal 1:Understand products and their classifications8-12What is a Product?ConvenienceShoppingSpecialty 特殊品特殊品Unsought Strong brand prefer

8、ence and loyalty,requires special purchase effort,little brand comparisons,and low price sensitivity High price Exclusive distribution Carefully targeted promotionsTypes of Consumer Products Goal 1:Understand products and their classifications8-13What is a Product?ConvenienceShoppingSpecialtyUnsough

9、t 非渴求品非渴求品 Little product awareness and knowledge(or if aware,sometimes negative interest)Pricing varies Distribution varies Aggressive advertising and personal selling by producers and resellersTypes of Consumer Products Goal 1:Understand products and their classifications8-14 Industrial products 工

10、业品工业品 Materials and parts 材料和部件材料和部件 Capital items 资本项目资本项目 Supplies and services 供应品和服务供应品和服务Goal 1:Understand products and their classificationsWhat is a Product?8-15 Organizations,persons,places,and ideas 组织、人物、地点和创意组织、人物、地点和创意 Organizational marketing makes use of corporate image advertising Per

11、son marketing applies to political candidates,entertainment sports figures,and professionals Place marketing relates to tourism Social marketing promotes ideasGoal 1:Understand products and their classificationsWhat is a Product?8-16 Marketers make product and services decisions at three levels:indi

12、vidual product decisions,product line decisions,and product mix decisions.Product Decisions产品决策产品决策8-17WidthDepthPG的产品组合的产品组合清洁剂清洁剂碧浪碧浪汰渍汰渍牙膏牙膏高露洁高露洁佳洁士佳洁士 香皂香皂玉兰油玉兰油舒服佳舒服佳激爽激爽 纸尿布纸尿布帮宝适帮宝适 洗发水洗发水飘柔飘柔海飞丝海飞丝潘婷潘婷沙宣沙宣 178-18Individual Product 单个产品决策单个产品决策Product Line Product Mix Product attributes 产品属性

13、产品属性 Branding 品牌品牌 Packaging 包装包装 Labeling 标签标签 Product support services 产品支持服务产品支持服务Goal 2:Learn decisions companies make regarding products8-19 Product line A group of products that are closely related because they may:function in a similar mannerbe sold to the same customer groups,be marketed thr

14、ough the same types of outlets fall within given price rangesIndividual ProductProduct Line 产品线产品线 决策决策Product Mix Goal 2:Learn decisions companies make regarding products8-20Individual ProductProduct Line 产品线决策产品线决策Product Mix Product line length 产品线长度产品线长度 产品线上项目的数量产品线上项目的数量 Line stretching 产品线扩展产

15、品线扩展向下延伸向下延伸向上延伸向上延伸双向延伸双向延伸 Filling 产品线填补产品线填补Goal 2:Learn decisions companies make regarding products8-21Individual ProductProduct Line Product Mix 产品组合决策产品组合决策 Product mix Product assortment 产品集产品集 Consists of all the product lines and items that a particular seller offers for sale 由一个销售者提供或由一个销售

16、者提供或出售的所有产品线和出售的所有产品线和产品项目组成产品项目组成Goal 2:Learn decisions companies make regarding products8-22Individual ProductProduct Line Product Mix 产品组合决策产品组合决策 Product mix width 产品组合宽度产品组合宽度:Number of different product lines carried by company Product mix depth 产品组合深度产品组合深度:Number of different versions of eac

17、h product in the line Product mix Consistency 产品组合黏度产品组合黏度 Goal 2:Learn decisions companies make regarding products8-23Product Life-Cycle Strategies8-24 产品生命周期产品生命周期（Product life cycle，缩写为，缩写为PLC）是指某产品）是指某产品从进入市场到被淘汰退出市场的全从进入市场到被淘汰退出市场的全部运动过程，受需求与技术的生命部运动过程，受需求与技术的生命周期的影响。周期的影响。8-25Product Life-Cycl

18、eIntroduction导入导入 Growth成长成长 Maturity 成熟成熟Decline 衰退衰退Time Profits Sales Sales and profits 8-26教学引例请描述时尚产品的生命周期曲线及其特点？8-27PLC of Fads PLC of Fads 时尚产品时尚产品来也匆匆来也匆匆去也匆匆去也匆匆时间销售额8-28Other styles of PLCSales Time Styles风格风格Fashions 流行流行Sales Time 8-29手表机械手表电子表石英表上海表课堂研讨课堂研讨2 2手表、机械手表与手表、机械手表与“上海上海”牌机械表，

19、请问谁的生命更长？牌机械表，请问谁的生命更长？8-30产品种类、品种和品牌的生命周期产品种类、品种和品牌的生命周期产品种类：手表产品品牌：上海牌产品品种：电子表销售量时间8-31课堂思考课堂思考1请分析说明下列产品请分析说明下列产品分别处于分别处于PLC的哪个阶段？的哪个阶段？导入期成长期成熟期衰退期家用汽车汽车电话计算机电视机打字机传呼机8-32Product developmentIntroductionGrowthMaturityDecline Low sales High cost per customer acquired Negative profits Innovators ar

20、e targeted Little competitionGoal 4:Realize how marketing strategies change during the product life cycleProduct Life-Cycle Strategies产品生命周期策略产品生命周期策略8-33Marketing Strategies:Introduction Stage Product Offer a basic product Price Use cost-plus basis to set Distribution Build selective distribution A

21、dvertising Build awareness among early adopters and dealers/resellers Sales Promotion Heavy expenditures to create trialGoal 4:Realize how marketing strategies change during the product life cycle8-34Product developmentIntroductionGrowthMaturityDecline Rapidly rising sales Average cost per customer

22、Rising profits Early adopters are targeted Growing competitionGoal 4:Realize how marketing strategies change during the product life cycleProduct Life-Cycle Strategies产品生命周期策略产品生命周期策略8-35Marketing Strategies:Growth Stage Product Offer product extensions,service,warranty Price Penetration pricing Dis

23、tribution Build intensive distribution Advertising Build awareness and interest in the mass market Sales Promotion Reduce expenditures to take advantage of consumer demandGoal 4:Realize how marketing strategies change during the product life cycle8-36Product developmentIntroductionGrowthMaturityDecl

24、ine Sales peak Low cost per customer High profits Middle majority are targeted Competition begins to declineGoal 4:Realize how marketing strategies change during the product life cycleProduct Life-Cycle Strategies产品生命周期策略产品生命周期策略8-37Marketing Strategies:Maturity Stage Product Diversify brand and mod

25、els Price Set to match or beat competition Distribution Build more intensive distribution Advertising Stress brand differences and benefits Sales Promotion Increase to encourage brand switchingGoal 4:Realize how marketing strategies change during the product life cycle8-38Product developmentIntroduc

26、tionGrowthMaturityDecline Declining sales Low cost per customer Declining profits Laggards are targeted Declining competitionGoal 4:Realize how marketing strategies change during the product life cycleProduct Life-Cycle Strategies产品生命周期策略产品生命周期策略8-39Marketing Strategies:Decline Stage Product Phase o

27、ut weak items Price Cut price Distribution Use selective distribution:phase out unprofitable outlets Advertising Reduce to level needed to retain hard-core loyalists Sales Promotion Reduce to minimal levelGoal 4:Realize how marketing strategies change during the product life cycle8-40PLC各阶段的特征各阶段的特征

28、导入期导入期成长期成长期成熟期成熟期衰退期衰退期销售量销售量低低剧增剧增最大最大衰退衰退销售速度销售速度缓慢缓慢快速快速减慢减慢负增长负增长成本成本高高一般一般低低回升回升价格价格高高回落回落稳定稳定回升回升利润利润亏损亏损提升提升最大最大减少减少顾客顾客创新者创新者早期使用者早期使用者中间多数中间多数落伍者落伍者竞争竞争很少很少增多增多稳中有降稳中有降减少减少营销营销目标目标建立知名度建立知名度鼓励试用鼓励试用最大限度地最大限度地占有市场占有市场保护市场争保护市场争取最大利润取最大利润压缩开支榨压缩开支榨取最后价值取最后价值408-41PLC的启示的启示 课堂思考2 请您对请您对PLC理理论

29、的观点发表论的观点发表自身的评价意自身的评价意见。见。8-42 积极作用积极作用居安思危，保持清醒居安思危，保持清醒成功无限，永远创新成功无限，永远创新明确特点，应对挑战明确特点，应对挑战预测市场，掌握先机预测市场，掌握先机消极作用消极作用理论抽象理论抽象界限模糊界限模糊指导滞后指导滞后8-43 没有永远的没有永远的“蜜月蜜月”，只有磕磕绊绊的只有磕磕绊绊的岁月岁月!产品的生命产品的生命应该应该掌握在营销者自己的手掌握在营销者自己的手。时间。时间 上，从今天看明天；产品上，不断上，从今天看明天；产品上，不断整合创新；策略上，明确所处阶段，整合创新；策略上，明确所处阶段，调整营销组合；管理上，认

30、可规律，调整营销组合；管理上，认可规律，挑战挑战自我。只有如此，自我。只有如此，企业的产品企业的产品才能永葆青春，永远靓丽才能永葆青春，永远靓丽!8-44 New Product Development 新产品开发新产品开发 8-45 New Product Development 新产品开发新产品开发 Development of original products,product improvements,product modifications,and new brands through the firms own R&D efforts.公司通过自主研发努力开发独创的产公司通过自主

31、研发努力开发独创的产品、改善和调整原有产品的属性和创品、改善和调整原有产品的属性和创立新品牌。立新品牌。Goal 1:Learn how companies find&develop new-product ideas8-46新产品的概念及种类新产品的概念及种类 新产品新产品是指对营销组织者来说，在功能、是指对营销组织者来说，在功能、形态上得到改进或与原有产品有一定的差形态上得到改进或与原有产品有一定的差异的产品。包括以下六种基本类型：异的产品。包括以下六种基本类型：新产品新产品 新产品线新产品线 现有产品线的增补产品现有产品线的增补产品 现有产品的改进或更新现有产品的改进或更新 再定位再定位

32、 降低成本推广到新的目标市场降低成本推广到新的目标市场8-47 New products can be obtained via acquisition or development.New products suffer from high failure rates.Several reasons account for failure.Goal 1:Learn how companies find&develop new-product ideas8-48营销策略创意生成创意筛选概念形成和测试商业分析产品开发市场测试商品化New Product Development Strategy新

33、产品开发战略新产品开发战略8-49 Stage 1:Idea Generation 创意生成创意生成 Internal idea sources 内部创意内部创意:R&D External idea sources 外部创意外部创意:Customers,competitors,distributors,suppliersGoal 2:Understand steps in the new-product development process8-50 Stage 2:Idea Screening 创意筛选创意筛选 Product development costs increase subst

34、antially in later stages so poor ideas must be dropped Ideas are evaluated against criteria;most are eliminatedGoal 2:Understand steps in the new-product development process8-51 Stage 3:Concept Development and Testing 概念开发和测试概念开发和测试 Concept development creates a detailed version of the idea stated i

35、n meaningful consumer terms.概念开发概念开发 Concept testing asks target consumers to evaluate product concepts.概念测试概念测试Goal 2:Understand steps in the new-product development process8-52 Stage 4:Marketing Strategy Development 营销策略发展营销策略发展The target market,product positioning,and sales,share,and profit goals

36、 for the first few years.Product price,distribution,and marketing budget for the first year.Long-run sales and profit goals and the marketing mix strategy.Goal 2:Understand steps in the new-product development process8-53 Stage 5:Business Analysis 商业分析商业分析 Sales,cost,and profit projections Stage 6:P

37、roduct Development 产品开发产品开发 Prototype development and testingGoal 2:Understand steps in the new-product development process8-54 Stage 7:Test Marketing 市场测试市场测试 Standard test markets 标准市场测试法标准市场测试法 Controlled test markets 控制市场测试法控制市场测试法 Simulated test markets 模拟市场测试法模拟市场测试法 Stage 8:Commercialization 商品化商品化Goal 2:Understand steps in the new-product development process8-55新产品的特征与市场扩散新产品的特征与市场扩散 新产品的相对优点新产品的相对优点 新产品的适应性新产品的适应性 新产品的简易性新产品的简易性 新产品的认知性新产品的认知性8-56购买行为与市场扩散购买行为与市场扩散罗杰斯模式罗杰斯模式认知认知兴趣兴趣评价评价试用试用正式正式采用采用落伍者16%晚期多数型34%早期多数型34%早期采用者创新者13.5%2.5%