營(yíng)銷管理 科特勒 第中國(guó)制定產(chǎn)品戰(zhàn)略PPT學(xué)習(xí)教案

1、會(huì)計(jì)學(xué)1Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2第1頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-3第2頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-4第3頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prenti

2、ce Hall 10-5核心產(chǎn)品核心產(chǎn)品潛在產(chǎn)品潛在產(chǎn)品增值產(chǎn)品增值產(chǎn)品期望產(chǎn)品期望產(chǎn)品基本產(chǎn)品基本產(chǎn)品第4頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-6耐久性耐久性通途通途有形性有形性第5頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7便利品便利品非搜尋商品非搜尋商品選購(gòu)品選購(gòu)品特購(gòu)品特購(gòu)品第6頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc.

3、 Publishing as Prentice Hall 10-8原材料和零部件原材料和零部件供應(yīng)物和商業(yè)服務(wù)供應(yīng)物和商業(yè)服務(wù)資本品資本品第7頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9需求家族需求家族產(chǎn)品家族產(chǎn)品家族產(chǎn)品大類產(chǎn)品大類產(chǎn)品線產(chǎn)品線產(chǎn)品類型產(chǎn)品類型產(chǎn)品產(chǎn)品項(xiàng)目項(xiàng)目第8頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10便利產(chǎn)品便利產(chǎn)品核心產(chǎn)品核心產(chǎn)品主要產(chǎn)品主要產(chǎn)品特殊

4、產(chǎn)品特殊產(chǎn)品第9頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-11向下延伸向下延伸向上延伸向上延伸雙向延伸雙向延伸第10頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-12第11頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-13第12頁(yè)/共34頁(yè)Copyright 2009 Pear

5、son Education, Inc. Publishing as Prentice Hall 10-14新問世產(chǎn)品新問世產(chǎn)品成本降低成本降低新產(chǎn)品線新產(chǎn)品線補(bǔ)充產(chǎn)品補(bǔ)充產(chǎn)品改進(jìn)產(chǎn)品改進(jìn)產(chǎn)品再定位產(chǎn)品再定位產(chǎn)品第13頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-15第14頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-16階段階段創(chuàng)意數(shù)量創(chuàng)意數(shù)量通過率通過率每個(gè)產(chǎn)品創(chuàng)意的成本每個(gè)產(chǎn)品創(chuàng)意

6、的成本總成本總成本1.創(chuàng)意篩選 64 1：4 $ 1 000 $ 64 0002.概念測(cè)試 16 1：2 20 000 320 0003.產(chǎn)品開發(fā) 8 1：2 200 000 1 600 0004.市場(chǎng)測(cè)試 4 1：2 500 000 2 000 0005.全國(guó)上市 2 1：2 5 000 000 10 000 000 5 721 000 13 984 000第15頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-171. 提提出出創(chuàng)創(chuàng)意意2. 創(chuàng)創(chuàng)意意篩篩選選3. 概概念念開開發(fā)發(fā)和和測(cè)測(cè)試

7、試5. 商商業(yè)業(yè)分分析析8. 商商業(yè)業(yè)化化4. 營(yíng)營(yíng)銷銷戰(zhàn)戰(zhàn)略略7. 市市場(chǎng)場(chǎng)測(cè)測(cè)試試6. 產(chǎn)產(chǎn)品品開開發(fā)發(fā)制定制定未來(lái)未來(lái)規(guī)劃規(guī)劃是是是是是是是是是是是是是是是是放棄放棄創(chuàng)意返創(chuàng)意返回到產(chǎn)回到產(chǎn)品開發(fā)品開發(fā)階段？階段？修改產(chǎn)修改產(chǎn)品或營(yíng)品或營(yíng)銷方案銷方案否否否否否否否否否否否否否否否否是是是是否否否否第16頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-18第17頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prent

8、ice Hall 10-19第18頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-20產(chǎn)品產(chǎn)品成功要素成功要素權(quán)重權(quán)重(a) 打分打分(b) 得分得分(c = a x b)獨(dú)特性或優(yōu)越性 0.4 0.8 0.32性價(jià)比高 0.3 0.6 0.18營(yíng)銷資金充足 0.2 0.7 0.14競(jìng)爭(zhēng)不激烈 0.1 0.5 0.05合計(jì) 1.0 0.69aa. 00.3為差，0.310.6為一般，0.610.8為好。最小的接受值為0.61第19頁(yè)/共34頁(yè)Copyright 2009 Pearson Ed

9、ucation, Inc. Publishing as Prentice Hall 10-21試 a. 產(chǎn)品定位圖產(chǎn)品定位圖（早餐市場(chǎng)）（早餐市場(chǎng)）b. 品牌定位圖品牌定位圖（速食早餐市場(chǎng)）（速食早餐市場(chǎng)）l 火腿和雞蛋l(fā) 薄餅熱麥片熱麥片速食 早餐貴貴便宜便宜慢慢快快每盎司售價(jià)高每盎司售價(jià)高每盎司售價(jià)低每盎司售價(jià)低低卡路里低卡路里高卡路里高卡路里品牌C品牌A品牌C細(xì)分市場(chǎng)3細(xì)分市場(chǎng)4細(xì)分市場(chǎng)1細(xì)分市場(chǎng)2第20頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-22第21頁(yè)/共34頁(yè)Copyri

10、ght 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-23第22頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-24第23頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-25第24頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice H

11、all 10-26第25頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-27第26頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-28第27頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-29第28頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-30發(fā)展發(fā)展穩(wěn)定穩(wěn)定下降下降第29頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-31第30頁(yè)/共34頁(yè)Copyright 2009 Pearson Education, Inc. Publishing as Prentic