體育市場營銷基礎(chǔ)

1、Lesson 11Product StrategyAt a glanceDefine product and major classifications of products and servicesUnderstanding individual product decisionsDefine the steps in the new-product development processDescribe the stages of the product life cycleProduct Anything that can be offered to a market for atte

2、ntion, acquisition, use, or consumption that might satisfy a want or need.任何能夠提供市場從而引起人們關(guān)注、供人們?nèi)〉檬褂没蛳M(fèi)，并能夠滿足某種欲望或需求的東西。1、What is Product?ServiceAny activity or benefit that on party can offer to another that is essentially intangible and does not result in the ownership of anything.一方可提供給另一方的任何行為或利益，

3、基本上不可觸知，也不會導(dǎo)致對物品的所有權(quán)。核心產(chǎn)品特色設(shè)計(jì)質(zhì)量水平品牌名稱售后服務(wù)實(shí)際產(chǎn)品擔(dān)保交貨和信用安裝核心利益或服務(wù)外延產(chǎn)品2、Three levels of product 包裝Generic ProductStores, preserves, cools, and otherwise helps to satisfy home food-consumption needsTangible ProductColorDesignQualitySizeWeightFeaturesMaterial used in constructionEfficiency in usePower sour

4、ceBrand nameAugmented productImage StatusGuarantee/warrantyDeliveryInstallationRepair facilitiesInstructions and technical adviceCreditReturn policyFollow-up serviceThree levels of product Consumer products Industrial products Individual product decisions3、Product classification?Consumer products: 指

5、由最終消費(fèi)者購買并用于個人消費(fèi)的產(chǎn)品。convenience products：日用品shopping products：選購品specialty products：特殊品Unsought products：非需品消費(fèi)品市場營銷分布Industrial products：指那些為進(jìn)一步用于行業(yè)生產(chǎn)而購買的產(chǎn)品。Capital items: installation, accessory equipmentMaterials and parts: raw materials, components:supplies產(chǎn)品屬性建立品牌包裝標(biāo)簽產(chǎn)品扶持性服務(wù)Individual product dec

6、isions所能提供的利益：質(zhì)量，特色和設(shè)計(jì)名稱、標(biāo)記符號、圖案為產(chǎn)品設(shè)計(jì)和生產(chǎn)容器或包裹物的行為單價(jià)、保質(zhì)期營養(yǎng)標(biāo)簽單價(jià)、保質(zhì)期營養(yǎng)標(biāo)簽4、The new-product development processNew productslead to sales growth or stabilityoffer differential advantagesRespond to consumer needsRisk may be lessened through diversityIncrease profits and control Why a firm need new products

7、?Major issues in new-product developmentIdea generationIdea screeningConcept development and testing Marketing strategy & Business analysisProduct developmentTest marketingCommercialisation 創(chuàng)意形成 創(chuàng)意篩選 概念的形成和測試市場營銷戰(zhàn)略和業(yè)務(wù)分析 產(chǎn)品開發(fā) 市場試銷 正式上市營銷戰(zhàn)略報(bào)告書：描述目標(biāo)市場、計(jì)劃產(chǎn)品定位開始幾年內(nèi)的銷售額、市場份額和利潤目標(biāo)5、The product life cycleProduct Life cycleIntroductionThe product is target to a particular market and introduced to that marketGrowthThe product becomes well-known in the market and sales volume increasesDeclineThe volume declines as demand for the product declines or competition increases.MaturitySales hit a pea