產(chǎn)品推銷 英文版

Chapter1

Developingandmaintainingknowledgeofproductsandservice

2021/6/271ChapterObjectiveDefinethetermproduct,includingthecore,actualandaugmentedproduct,productline.

Explainservicesclassificationsanddiscussthemarketingofservices.2021/6/272Product2021/6/273Inyouropinion，

whatisproduct？2021/6/274DefinitionAproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionthatmightsatisfyawantorneed.Itincludesphysicalobjects,services,persons,places,organisationsandideas2021/6/275ThelevelofproductsCoreproductActualproductsAugmentedproduct2021/6/276Thelevelofproductscont.Coreproductistheproblem-solvingservicesorcorebenefitsthatconsumersarereallylookingforwhentheybuyaproductWhatisthebuyerreallybuying?2021/6/277Thelevelofproductscont.Actualproductisaproduct’sparts,qualitylevel,styling,features,brandname,packagingandotherattributesthatcombinetodelivercoreproductbenefits2021/6/278Thelevelofproductscont.Augmentedproductmeansadditionalconsumerservicesandbenefitsbuiltaroundthecoreandactualproducts.2021/6/279Figure1.1:ThreeLevelsofProduct2021/6/2710ExerciseBaseonFigure1.1(ThreeLevelsofProduct),

Taketheairlinecompanyasaexampletoillustratingthreelevelsofitsproduct2021/6/2711Figure1.2:Illustratingthreelevelsofproduct2021/6/2712ProductClassificationsProductsmayclassesbasedonthetypesofconsumersthatusethem

ConsumerproductsBusiness-to-businessproducts2021/6/2713ConsumerproductConsumerproductsareproductsbroughtbyfinalconsumersforpersonalconsumption.Baseonhowconsumersgoaboutbuyingthem,itinclude:convenience,shopping,specialtyandunsoughtproducts2021/6/2714ClassificationTypesofConsumerProductsConvenienceUnsoughtGoodsSpecialtyShopping2021/6/2715ConvenienceproductsConsumergoodsandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort2021/6/2716ShoppingproductsGoodsandservicesthattheconsumer,intheprocessofselectionandpurchase,usuallycomparesonbasessuchassuitability,quality,priceandstyle.2021/6/2717SpecialtyproductsConsumergoodsandservicesthathaveuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyeriswillingtomakeaspecialpurchaseeffort.2021/6/2718UnsoughtproductsConsumergoodsandservicesthattheconsumereitherdoesnotknowaboutorknowaboutbutdoesnotnormallythinkofbuying.2021/6/2719B2BproductB2BrefertobusinesstobusinessB2Bproductmeans:goodspurchasedbyindividualsandorganisationsforfurtherprocessingorforuseinconductingabusiness2021/6/2720B2BProductClassification2021/6/2721MaterialsandPartsIndustrialgoodsthatbecomepartofthebuyer’sproductcompletely,includingrawmaterialsandmanufacturedmaterialsandparts.Rawmaterialsincludefarmproductsandnaturalproducts.Manufacturedmaterialsandpartsincludecomponentmaterialsandcomponentparts.2021/6/2722CapitalitemsIndustrialgoodsandservicesthatenterthefinishedproductpartly,includinginstallationsandaccessoryequipment.Installationsconsistofbuildingsandfixedequipment.

Accessoryequipmentincludesportablefactoryequipmentandtoolsandofficeequipment.2021/6/2723SuppliesIndustrialgoodsthatdonotenterthefinishedproductatall.Suppliesaretheconvenienceproductofthebusinessmarketandareusuallypurchasedwithminimumeffortorcomparison.2021/6/2724Services2021/6/2725ServicesServiceorganisationsoffercustomerssomethingthatisintangible:theinteractiondoesnotresultintheownershipofanythingthatendures

2021/6/2726CharacteristicsofServicesPerishabilityVariabilityIntangibilityInseparabilityService2021/6/2727Serviceconsumptionmostlyinvolvespeopleinserviceencounters,servicesareexperientialinnatureandoftenrequirespecialmeasurestoassessqualitysuchasmysteryshoppers2021/6/2728DiscussionAreservicesproducts?Aretheyreallysodifferentfrombrandedgoods2021/6/2729DiscussionIsMicrosoftaproductoraservice?Why?2021/6/2730Industry2021/6/2731Beingfamiliarwiththeindustryhelpsyoutobeconfidentandperformwellinyourrole2021/6/2732InformationRelatedtoIndustryManufacturingHospitalityInformationTechnologyTradeAutomotiveTransportsportTheindustrysector2021/6/2733InformationRelatedtoIndustryThekindoforganizationandtheproductsandservicesofferedForexample,afurnitureorahousecareprovider2021/6/2734InformationRelatedtoIndustryBusinessownershipororganisationstructure:OwnedbyonepersonorapartnershipAprivatebusinessorpubliccompanyAcooperative,government-owned,orafranchiseRunbyaboardorshareholders2021/6/2735InformationRelatedtoIndustryRegulationsthataffectthewaythebusinessoperates2021/6/2736InformationRelatedtoIndustryThesizeoftheorganisationSmall(1-30employees)Medium(31-79employees)Large(morethan80employees)2021/6/2737Practicetask1UsetheorganisationyouarefamiliarwithtocompletethistableNameoforganisationIndustrysectorKindoforganisationProductsandservicesOrganisationownershipSizeoforganisation2021/6/2738Chapter2Recommendingproductandservices2021/6/2739NeedsWantDemand2021/6/2740NeedsHumanneedsare

themostbasicconceptunderlyingmarketing StatesoffeltdeprivationHumanshavemanycomplexneedsincludingphysical,socialandindividualneeds2021/6/2741NeedsWhenaneedisnotsatisfied,apersonwilleithertrytoreducetheneedorlookforanobjectthatwillsatisfyitPeopleinlesseconomicallydevelopedsocietiesmighttrytoreducetheirdesiresandsatisfythemwithwhatisavailable2021/6/2742WhatWantsaretheformtakenbyhumanneedsandareshapedbycultureandindividualpersonality.Asasocietyevolves,thewantsofitsmembersexpand.Marketerstrytoprovidemorewant-satisfyinggoodsandservices2021/6/2743測試你的需求欲望請在紙上隨意畫一條蛇A

像棒子一樣直的蛇

B

卷成圓盤狀的蛇

C纏在樹上或其他東西上的蛇

D

波狀蛇2021/6/2744把蛇畫成像棒子一樣僵直的人，正處于滿足于現(xiàn)狀之中，是淡泊的人，并不作超出自身能力的妄想。卷縮成盤狀的蛇，表示得不到滿足的欲望即將爆發(fā)。不過，如果只是卷成盤狀的蛇，雖然表達出某種程度的不滿足，但也僅僅是在靜靜地儲存力量。相反地，如果是揚起脖子的蛇，則是不滿的程度很強烈，若蛇伸出「嘶嘶－」叫的舌頭，則表示即將爆發(fā)

這是不滿足程度最高的情況。你已經(jīng)不滿到想拖人下水的境地。

畫波狀蛇的人，預(yù)示著要向某處移動。需求與供給均衡運轉(zhuǎn)，正處在妥善處理不滿情緒的狀態(tài)。2021/6/2745DemandDemandsarethehumanwantsthatarebackedupbybuyingpowerWhenpeoplehavethemoneytopurchasetheneed-satisfyingobjectthereisthendemand2021/6/2746Discussion？Whatistherelationshipbetweenneeds,wantsanddemand2021/6/2747Customersviewproductsasbundlesofbenefitsandchoosetheproductsthatgivethemthebestvalueformoney.Outstandingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomers’needs,wantsanddemands.Understandingcustomerneeds,wants,anddemandsindetailprovidesimportantinputfordesigningmarketingstrategies.2021/6/2748Negativedemand:amajorpartofthemarketdislikestheproductandmayevenpayapricetoavoiditNodemand:TargetconsumersmaybeunawareoforuninterestedintheproductLatentdemand:Manyconsumersshareastrongneedthatcannotbesatisfiedbyexistingproducts2021/6/2749Decliningdemand:everyorganisationwillfaceadeclineindemandforoneormoreofitsproductssoonerorlaterIrregulardemand:manyorganisationsfacedemandthatvariesonaseasonal,dailyorhourlybasisFulldemand:organisationsfacefulldemandwhentheyaresatisfiedwiththeirvolumeofbusiness2021/6/2750Overfulldemand:organisationsmayfaceademandlevelthatishigherthantheycanorwanttohandleUnwholesomedemand:unwholesomeproductswillattractorganisedeffortstodiscouragetheirconsumption2021/6/2751ActivitySuppose:aconsumersaid:IwantaexpansivecarAnalyseanypossibledemand2021/6/2752Example

Iwantanexpansivecar說出來的需要(顧客想要一輛昂貴的車)。真正的需要(顧客想要的這輛車，開起來很省錢，而其最初的價格卻不低)。沒有說出來的需要(顧客想獲得優(yōu)質(zhì)服務(wù))。滿足令人高興的需要(顧客買車時，附贈一份道路圖)。秘密需要(顧客想被他的朋友看成是識貨的人)。2021/6/2753Clientneeds2021/6/2754ClientSatisfaction2021/6/2755BuildcustomersatisfactionthroughValueQualityService2021/6/2756CustomerDeliveredValueImagevaluePersonnelvalueServicesvalueProductvalueTotalcustomervalueMonetarycostTimecostEnergycostPsychiccostTotalcustomercostCustomerdeliveredvalue2021/6/2757ClientSatisfactionDefinitionSatisfaction

isaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.2021/6/2758SatisfiedCustomers:AreloyallongerBuymore(newproducts&upgrades)Spreadfavorableword-of-mouthAremorebrandloyal(lesspricesensitive)OfferfeedbackReducetransactioncosts2021/6/2759QualityProductQualityistheabilityofaproducttoperformitsfunctions;itincludestheproduct’sdurability,reliability,precision,easeofoperationandrepair,andothervaluedattributes#12021/6/2760Strategicqualityinvolvesgaininganedgeovercompetitorsbyconsistentlyofferingproductsandservicesthatgivecustomersbetterquality‘qualityisnotaproblemtobesolved;itisacompetitiveopportunity’2021/6/2761Provideproductandserviceinformation2021/6/2762WhereinformationcomefromAttradeFairsOnwebsitesInindustrymagazinesInnewspaperandtelevisionThroughmediareleasesBrochures,pamphlets2021/6/2763IdentifyNewMarket2021/6/2764OrgansiationalRequirements2021/6/2765RoleplayScenario:YouarethesalesmanfortheCocaCola.Youcustomerisasupermarketwhichlocatedinthecollege.Duetotheconfinedspace,productssellinthisshopislimitedandhighprofitmargin.Question:whatwouldyoudotopersuadethebosssellyourproductinhisshop.2021/6/2766Chatper3Advisingonpromotionalactivities2021/6/2767Promotion2021/6/2768PromotionactivitiesSamplesCouponsPremiumsContests/SweepstakeRefunds/rebatesBonuspacksPrice-offdealsFrequencyprogramsEventmarketing2021/6/2769Competitor2021/6/2770Whoisyourcompetitor2021/6/2771CasestudyRaviboughtaphonefromFunkyFones.Hewashappywithhispurchaseuntilhesawanadvertisement,inanewspaperofferingthesamephoneatacheaperprice.2021/6/2772CasestudyHecontactedFunkyFonesandtoldthemabouttheircompetitor’spriceandhowunhappyhewasthathehadpaidmore.FunkyFonesofferedtomatchtheircompetitor’spriceandgiveRaviarefund.Theyalsocheckedthepricesofalltheirphoneswiththatoftheircompetitorandadjustedtheirpricestom