產(chǎn)品、服務(wù)和品牌戰(zhàn)略

Product,Services,andBrandingStrategies產(chǎn)品、服務(wù)和品牌戰(zhàn)略0Objectives目標(biāo)Beabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.定義產(chǎn)品以及主要的產(chǎn)品與服務(wù)分類。說明企業(yè)在確定產(chǎn)品線和產(chǎn)品組合時做出的各項決策。1Objectives目標(biāo)Understandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.說明企業(yè)怎樣建立并管理其品牌。闡述對服務(wù)營銷造成影響的四方面特征討論對社會責(zé)任與國際營銷需要額外關(guān)注的事項。2CosmeticscompaniessellbillionsofdollarsworthofproductsConsumersbuymorethanjustaparticularsmellThe“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.TheCosmeticsIndustry化妝品業(yè)CaseStudy案例研究3Definitions定義ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.產(chǎn)品向市場提供的，引起注意、獲取、使用或消費，以滿足欲望或需要的任何東西。服務(wù)由一方向另一方提供的本質(zhì)上無形而又不帶來任何所有權(quán)的任何活動或利益。4WhatisaProduct?

什么是產(chǎn)品？Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications產(chǎn)品、服務(wù)和體驗企業(yè)向市場所提供的，既包括有形產(chǎn)品又包括服務(wù)產(chǎn)品和服務(wù)的層次核心利益、實體產(chǎn)品、擴展產(chǎn)品產(chǎn)品和服務(wù)的分類5頻繁購買，很少計劃，很少作比較或費精力，顧客參與度低低價格渠道廣泛制造商大批量促銷Convenience便利品FrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducer6Shopping選購品不經(jīng)常購買，較多的計劃并為購物花費較多的精力，根據(jù)質(zhì)量、價格和樣式比較品牌比便利品價格高在較少的店面進(jìn)行選擇性分銷生產(chǎn)商和經(jīng)銷商的廣告和人員推銷Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandreseller7Specialty特購品強烈品牌偏好和高度忠誠，為購買付出特別努力，很少比較品牌，價格敏感性低高價格專賣生產(chǎn)商和經(jīng)銷商針對性更強的促銷Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionbyproducersandresellers8Unsought非渴求品對產(chǎn)品了解很少（或者即使了解，也沒有什么興趣或唯恐避之不及）不一定不一定生產(chǎn)商和經(jīng)銷商的強力廣告和人員推銷Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertising

andpersonalsellingbyproducersandresellers9WhatisaProduct?

產(chǎn)品是什么？ProductandServiceClassificationsConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices產(chǎn)品和服務(wù)分類消費品產(chǎn)業(yè)用品材料和部件資本品輔助品服務(wù)10ProductandServiceClassifications

產(chǎn)品和服務(wù)分類Organizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas組織、人員、地點和觀念組織營銷使用公司形象廣告人員營銷常用于政治選舉地點營銷與旅游有關(guān)社會營銷活動促銷觀念11IndividualProduct

產(chǎn)品決策產(chǎn)品屬性質(zhì)量、特征、風(fēng)格和設(shè)計品牌包裝標(biāo)簽產(chǎn)品支持服務(wù)ProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservices12ProductLine

產(chǎn)品線決策產(chǎn)品線長度產(chǎn)品線延伸：增加比現(xiàn)有產(chǎn)品價格更高或更低的產(chǎn)品產(chǎn)品線補充：在現(xiàn)在價格水平下添加更多項目ProductlinelengthLinestretching:addingproductsthatarehigherorlowerpricedthantheexistinglineLinefilling:addingmoreitemswithinthepresentpricerange13ProductMix

產(chǎn)品組合決策產(chǎn)品線寬度:公司不同產(chǎn)品線的數(shù)目產(chǎn)品線深度:產(chǎn)品線內(nèi)所包括的產(chǎn)品品種、樣式和數(shù)量產(chǎn)品線一致性Productlinewidth:numberofdifferentproductlinescarriedbycompanyProductlinedepth:NumberofdifferentversionsofeachproductinthelineProductlineconsistency14BrandingStrategy品牌管理Brandsarepowerfulassetsthatmustbecarefullydeveloped/managed.Brandswithstrongequityhavemanycompetitiveadvantages:HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition品牌是有力的資產(chǎn)，小心開發(fā)和管理。有較高資產(chǎn)的品牌有許多競爭優(yōu)勢：高消費者認(rèn)知度強品牌忠誠度會在新產(chǎn)品上市上提供幫助不易受價格競爭影響15BrandPositioning品牌定位定位的三個水平：產(chǎn)品特征

效果最小利益信念和價值

可以喚起情感Threelevelsofpositioning:ProductattributesLeasteffectiveBenefitsBeliefsandvaluesTapsintoemotions16BrandNameSelection

品牌名選擇理想的品牌名：表明有關(guān)產(chǎn)品帶來的好處和質(zhì)量方面的一些情況易于發(fā)音、識別和記憶獨特鮮明易于擴展易于翻譯成外語能夠注冊并得到法律保護(hù)GoodBrandNames:SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotected17BrandSponsorship

品牌持有者制造商品牌自有（商店）品牌持有和推廣成本高利潤高許可名稱和形象許可越來越多聯(lián)合品牌優(yōu)點/缺點ManufacturerbrandsPrivate(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrownCo-brandingAdvantages/disadvantages18BrandDevelopment品牌戰(zhàn)略產(chǎn)品線延伸對現(xiàn)有產(chǎn)品的微小變動品牌延伸成功的品牌名稱可以幫助介紹新產(chǎn)品多品牌在同一個產(chǎn)品類別當(dāng)中引入新品牌新品牌新產(chǎn)品類別LineextensionsMinorchangestoexistingproductsBrandextensionsSuccessfulbrandnameshelpintroducenewproductsMultibrandsMultipleproductentriesinaproductcategoryNewbrandsNewproductcategory19LineExtensionsMayFeatureDifferent:

產(chǎn)品線延伸中的不同特征FlavorsColorsFormsIngredientsPackageSizes品味色彩樣式成分包裝規(guī)格20ServicesMarketing服務(wù)營銷ServicesAccountfor74%ofU.S.grossdomesticproduct.Serviceindustriesincludebusinessorganizations,government,andprivatenot-for-profitorganizations.服務(wù)占美國國內(nèi)生產(chǎn)總值的74%服務(wù)業(yè)包括商業(yè)組織、政府和民間非營利組織21CharacteristicsofServicesIntangibilityConsumerslookforservicequalitysignalsInseparabilityServicescan’tbeseparatedfromprovidersVariabilityEmployeesandotherfactorsresultinvariabilityPerishabilityServicescan’tbeinventoriedforlatersale服務(wù)的特點無形性消費者會尋找服務(wù)質(zhì)量信號不可分離性不能與提供者分開可變性服務(wù)人員和其它因素導(dǎo)致了可變性易消失性不能夠存儲用來以后的銷售ServicesMarketing服務(wù)營銷22ServicesMarketing服務(wù)營銷ServiceFirmMarketingStrategiesTheService-ProfitChainInternalMarketingInteractiveMarketingManagingServiceDifferentiationManagingServiceQualityManagingServiceProductivity服務(wù)企業(yè)的營銷戰(zhàn)略服務(wù)--利潤鏈國內(nèi)營銷互動營銷服務(wù)差異化管理服務(wù)質(zhì)量管理服務(wù)生產(chǎn)率管理23ProductDecisionsandSocialResponsibilityAcquisitionsandmergersLegalcomplianceProductliabilityissuesWarranties產(chǎn)品決策和社會責(zé)任收購和兼并法律義務(wù)產(chǎn)品可靠性問題質(zhì)量保證AdditionalProductConsiderations

其它考慮因素24AdditionalProductConsiderations

其它考慮因素InternationalProductandServicesMarketingSpecialchallenges:Whichproductsshouldbemarketed

internationally?Shouldtheproductsbestandardizedoradaptedforworldmarkets?Howshouldpackagingbeadapted?Howcanotherbarriersbeovercome?國際產(chǎn)品和服務(wù)營銷特征挑戰(zhàn)什么產(chǎn)品應(yīng)該進(jìn)行國際營銷產(chǎn)品應(yīng)是標(biāo)準(zhǔn)化的還是根據(jù)國際市場有所改變包裝就作何改變?nèi)绾慰朔渌系K259、春去春又回，新桃換舊符。在那桃花盛開的地方，在這醉人芬芳的季節(jié)，愿你生活像春天一樣陽光，心情像桃花一樣美麗，日子像桃子一樣甜蜜。3月-253月-25Wednesday,March12,202510、人的志向通常和他們的能力成正比例