課件全球營(yíng)銷(xiāo)-8.product

ProductandBrandDr.JinBasicProductAproductisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedor-PhilipAproductisagood,service,orTangibleProductSource:PhilipKotler,MarketingManagement,11/E,Prentice-Hall,2003,p.

ConsumerConvenienceShopSpecialty特殊相當(dāng)多的者一的作出努力，Unsought非渴求品：消費(fèi)者未曾聽(tīng)，或即便一般也不一般也不CharacteristicsofConsumerTypeofConsumerandVeryPlanningVeryTimeforRelativelyRelativelyPriceandUsuallyFrequencyOftenSource:Etzel,WalkerandStanton(2004),Marketing,13/E,NewYork:McGraw-MarketingConsiderationsofConsumerTypeofLengthofShorttoImportanceofAnysinglestorerelativelyVeryNo.ofFew,often1inamarketStockGrossWhoPOPVeryLessLessBrandorstoreBrandStoreVeryLessLessProductTangibleTangibleServiceTangibleProduct風(fēng)形 可維修特

可靠性能質(zhì)

耐用一致性質(zhì)Bang&Olufsen其實(shí)我是個(gè)收音機(jī)。。拖安全性能節(jié)能新西蘭有趣家居巴西的ScherrPortablegrill炭燒Alessi 廚房計(jì)時(shí)器（kichen鹽和胡椒粉調(diào)味瓶（saltandpepper拌蛋杯（eggcupwithsaltcastorand德國(guó)Ritzenhoff(）Service訂貨方交安

維修

服務(wù)差成Product成ProductComponent產(chǎn)品設(shè)計(jì)，例如產(chǎn)品的風(fēng)味、色彩、口味、香國(guó)對(duì)商護(hù)法不）支持服等等（受教育程度不同的國(guó)家產(chǎn)品說(shuō)明書(shū)不同GlobalGlobalServicesServicesvs.CharacteristicsofAservicecannoteasilybeTheserviceisnotexactlythesameeachServicesareproducedwhentheyareAservicecannotbeTopTopConsumerServicesFinancial

HealthOpportunitiesOpportunitiesintheGlobalServiceDeregulationofServiceIncreasingDemandforPremiumIncreasedValueServiceServiceGlobalizationImmediateFace-to-FaceContactswithServiceDifficultiesinMeasuringCustomerSatisfactionWhatisWhatisa“Aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.”Globalvs.NationalGlobalWorldwideuseofaname,term,sign,symbol,design,oracombinationintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitors.NationalSuccessofGlobalTopGlobalBrandValues(#1- TopBrandValues(#11- GlobalTrade-UnifiedbrandEasyforbrandCostBrandStrategy

BrandBrand

New Product

LineIntroducingadditionalitemsinthesameproductcategoryunderesamebrandNew,ZeroorCherrycoke?Regularordiet?Caffeineorcaffeine-Positive:higherchanceofsurvivalthanbrand-newproductNegative:leadtothebrandnamelosingitsspecificmeaning

BRAND-STEATEGY

MultibrandingIntroducingadditionalbrandsinthesamePositive:tolockupmoredistributorandtoprotectitsmajorbrandsettingup“flankerNegative:obtainonlyasmallmarketNonemaybeparticularlyMultibranding:Coca-Enough

NewBrandsAcompanymaycreateanewbrandnamewhenitentersanewproductTwoormorewell-knownbrandsarecombinedinanSonyEricssonMobile

BrandUsingitsexistingbrandnametolaunchnewproductinPositiveinstantrecognitionandfastersavehighadvertisingcostrequiredtobuildanewbrandGEthefinancialservicearmofGeneralElectricCo.al:CreditCards,StudentLoans,Mortgages,AutoLoans,Savings,alLoans,Credit

BrandExtension(con’t)negativeside-confusetheimageofmain“brandthebrandnamemayloseitsspecialpositioningintheconsumer’smindthroughoverextensionNationalNationalBrandsthathaveachievedsuccessinaRepresentthelifebloodofdomesticEntrenchedlocalproducts/brandscanbesignificantcompetitivehurdletoglobalCountryofOriginasBrandPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesCountryofOriginasBrand 欠發(fā)達(dá)國(guó)家更如何克服原產(chǎn)地效應(yīng)的影響OtherProductandBrandSource: Source:CarolH.AndersonandJulianW.Vince(2000),StrategicMarketingManagement,Houghton-ProductProductLifeCyclePeakLowerthanHighandEarlyLateShakeoutFurtherProductProductLifeMarketingEarlyLateBuildProtectHoldOfferTightenline,PhaseweakProductHoldlengthofReduceReducetoMatchorHoldorReduce,butStrongdealerwiderStressCriticismToPLCPLC曲線變化沒(méi)有的實(shí)際功對(duì)產(chǎn)品的現(xiàn)有地產(chǎn)品可能沒(méi)有經(jīng)個(gè)別產(chǎn)品在每個(gè)GlobalProductPlanning:Strategic

Strategy2:ProductExtensionStrategy2:ProductExtensionStrategy4:DualAdaptationStrategyStrategyProductDualCharacteristicsCharacteristicsofRelativeRelativeBRAND

被認(rèn)知的創(chuàng)新特被認(rèn)知的新穎程ForcesAffectingDiffusion文使用的溝通方NewProductsinGlobalSpeedinnewproductdevelopmentrankshighestineffectonbothmarketshareandgrowthofmarketshare……Innovation-thatiscompetitivelydistinctivenewproducts-ranksveryhighindrivinggrowthinmarketThreefactors-gettingtomarketquicklyfeelforthemarketandinnovation-togetherhavethestrongestinfluenceongrowthinmarketshareandallrelatetothenewproductdevelopmentfunction。Source:Source:AdaptedfromNoelCaponandJamesM.Hulbert(2001),MarketingManagementinthe21stCentury,Prentice-Hall,NewProductDevelopmentMarketMarketMarketIdentifyingNewProductWhatisanewNewtothosewhouseitorbuyNewtotheNewtoa市場(chǎng)市場(chǎng)總銷(xiāo)量的替換性的重新量市場(chǎng)需求能否持新產(chǎn)品是否會(huì)影響新產(chǎn)品能否增加銷(xiāo)能否帶來(lái)更大的利公司是否具有研能新產(chǎn)品是否符合公司的生財(cái)務(wù)與員工能力是否足行銷(xiāo)環(huán)境和競(jìng)爭(zhēng)對(duì)手有否帶來(lái)什么沖擊，如何應(yīng)對(duì)方法HowbigisthemarketforthisproductatvariousWhatarethelikelycompetitivemovesinresponsetoouractivity?CanwemarkettheproductthroughexistingCanwesourcetheproduct ostthatwillyieldanadequateprofit?DoesproductfitourstrategicdevelopmentProductDeveloaglobalproductAdaptationsfordifferentMarketWhattypeofHowWhatkindofHowtoapplytest

試銷(xiāo)方-標(biāo)準(zhǔn)市場(chǎng)-模擬市場(chǎng)-有控制的