開發(fā)營銷混合英文

1、Part ThreeDeveloping the marketing mixLecture SevenProduct StrategyAt a glanceDefine product and major classifications of products and servicesUnderstanding individual product decisionsExplain the decisions of developing product lines and mixesDefine the steps in the new-product development processD

2、escribe the stages of the product life cycleProduct Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.Three levels of productAfter-sale serviceInstallationWarrantyDelivery and creditRepairingCore, benefit or serviceThree levels

3、 of product (Airline)Qantas ClubPrioritybaggageFrequent flyer schemeHoliday PackagesToursTime-critical transportGeneric ProductStores, preserves, cools, and otherwise helps to satisfy home food-consumption needsTangible ProductColorDesignQualitySizeWeightFeaturesMaterial used in constructionEfficien

4、cy in usePower sourceBrand nameAugmented productImage StatusGuarantee/warrantyDeliveryInstallationRepair facilitiesInstructions and technical adviceCreditReturn policyFollow-up serviceThree levels of productContinuum of Goods and ServicesAlmost PureGoodsGoods withServicesHalf Goods,Half ServicesServ

5、iceswith GoodsAlmost PureServicesPhysicalproducts that arepurchased andconsumed withlittle or noservicesProductssupported withrepair,maintenance,add-ons, andadviceProducts thatconsist of bothgoods andservicesIntellectualproperty orequipment tomake goodsworkExperiences thatare consumedduring delivery

6、GroceriesGasoline(Self-serve)SteelAutosAuto repairVideo gamesRestaurantsBookstoresMovie theatersPrepared fooddeliveryRental moviesTrainingbooksSoftwareElectronicmailFax serviceHealth clubMedical careConsultingLegal servicesDay careProduct can be classified as:Consumer productsconvenience productssho

7、pping productsspecialty productsIndustrial productsCapital items: installation, accessory equipmentMaterials and parts: raw materials, components:SuppliesType of Product ConsumerCharacteristicsConvenienceShoppingSpecialtyKnowledge prior to purchasehighLowHighEffort expended toacquire productMinimalM

8、oderate to highAs much as necessaryWillingness to acceptsubstitutesHighModerateNoneFrequency of purchasehighModerate or LowVariesInformation searchLowHighLowMajor desireAvailabilitywithout effortComparison shopping todetermine best choiceBrand loyalty regardless ofprice and availabilityExamples(a) S

9、taple: cereal(b) Impulse: candy(c) Emergency: tirerepair(a) Attribute-based: name-brand clothes(b) Price-based: budgethotelHellmans mayonnaiseCharacteristics of Consumer ProductsProduct attributesBrandingPackagingLabelingProduct support servicesIndividual product decisionsShould each product be indi

10、vidually or family-branded?Individual brand namesBlanket family nameSeparate family nameCompany/Individual namesShould a brand be developed for the product?Brand Non-brandShould two or more brands be developed in the same product category?One brandMore than one brandShould the brand be repositioned?

11、Brand repositioningNo brand repositioningShould other products be given the same brand name?Brand extensionNo brand extensionWho should sponsor the brand?Manufacturers brandPrivate brandMixed brandBranding decisionBrand sponsor decision Family brand decisionBrand extension decisionMultibrand decisio

12、nBrand repositioning decisionAn overview of branding decisionsNew brandsBrand extensionLine extensionMulti-brandsExisting NewNewExistingProduct categoryBrand maneFour brand strategiesElements of a Product mixA product item is a specific model;A product line is a group of related product items.A prod

13、uct mix is all a firms product lines.WidthlengthconsistencyDetergentsToothpasteBar SoapDisposable DiapersPaper TissueIvory Snow 1930Gleem 1952Ivory 1879Pampers 1961Charmin 1928Dreft 1933Crest 1955Kirks 1885Luvs 1976White CloudTide 1946Denquel 1980Lava 1893Puffs 1960CheerCamay 1926Banner 1982Oxydol 1

14、952Zest 1952Dash 1954Safeguard 1963Bold 1965Coast 1974Gain 1966Era 1972Solo 1979Product-mix WidthProduct-Line LengthProduct Mix for Protect & Gamble Corporate(including dates of introduction)Few product lines with a few items in eachMany different product lines with a number of items in eachMany

15、 different product lines with a few items in eachFew product lines with a number of items in eachNarrowBroadShallowDeepP r o d u c t L i n e B r e a d t hP r o d u c t L i n e D e p t hLowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresent productPresent productPresent productNew productNew p

16、roductNew productNew productStretching downward Stretching upward Stretching bothwaysProduct line stretching decisionDesirable productsPleasing productsDeficient productsSalutary productsLow HighHighLowImmediate satisfactionLong-run consumer benefitsSocietal classification of productsWhy a firm need

17、 new products?New productslead to sales growth or stabilityoffer differential advantagesRespond to consumer needsRisk may be lessened through diversityIncrease profits and controlCustomer orientationMarket orientationCompetitor orientationStraight extensionDont change productDont change promotionAda

18、pt productAdapt promotionProductPromotionFive international product and promotion strategiesProduct inventionDevelop new productMajor issues in new-product developmentIdea generationIdea screeningConcept development and testing Marketing strategy & Business analysisProduct developmentTest market

19、ingCommercialisationProduct Life cycleIntroductionThe product is target to a particular market and introduced to that marketGrowth The product becomes well-known in the market and sales volume increasesDeclineThe volume declines as demand for the product declines or competition increases.MaturitySal

20、es hit a peak then begin to level off as a result of competition from new and existing products.Stage in Life Cycle CharacteristicsIntroductionGrowthMaturityDeclineMarketing objectiveAttract innovatorsand opinion leadersto new productExpand distribution and product lineMaintain differentialadvantage

21、 as long aspossibleCut back, Revive, orterminateIndustry salesIncreasingRapidly increasingStableDecreasingCompetitionNone or smallSomeSubstantialLimitedIndustry profitNegativeIncreasingDecreasingDecreasingCustomersInnovatorsAffluent mass marketMass marketLaggardsProduct mixOne or tow basic modelsExp

22、anding lineFull product lineBest-sellersDistributionDepends on productRising number ofoutletsGreatest number ofoutletsDecreasingnumber ofoutletsPricingDepends on productGreater range ofpricesFull line of pricesSelectedpricesPromotionInformativePersuasiveCompetitiveInformativeThe Characteristics of P

23、roduct Life CycleNext weekPricing strategiesAssignment:Reviewing the lecture 7Text book (chapter 8-9)Case study on “LifeSource nutrition: Succeeding where Campbell soup failed” on page 366-367getting information and writing the outlet on pricing strategiesText book (chapter 10)1在企業(yè)內(nèi)部，只有成本。21世紀，沒有危機感

24、是最大的危機。如果有一個項目，首先要考慮有沒有人來做。如果沒有人做，就要放棄，這是一個必要條件。20世紀是生產(chǎn)率的世紀，21世紀是質(zhì)量的世紀，質(zhì)量是和平占領(lǐng)市場最有效的武器。把一件簡單的事做好就不簡單，把每一件平凡的事做好就不平凡。自古以來的偉人，大多是抱著不屈不撓的精神，從逆境中掙扎奮斗過來的。2022/1/2819:1022.1.28科學(xué)技術(shù)的進步將會給人們的生活帶來巨大的影響，而人們要不斷適應(yīng)這種時代的變化，而不要坐等未來，失去自我發(fā)展的良好機2022-1-28會。2022年1月28日星期五19時10分20秒不只獎勵成功，而且獎勵失敗。一個人想要成功，就要學(xué)會在機遇從頭頂上飛過時跳起來抓

25、住它。這樣逮到機遇的機會就會增大。19:10:2019:1022.1.28公平不是總存在的，在生活學(xué)習(xí)的各個方面總有一些不能如意的地方。但只要適應(yīng)它，并堅持到底，總能收到意想不到的成效。花費數(shù)百元買一本書，便可以獲得別人的智慧經(jīng)驗。然而，如果你全盤模仿，不加思考，那有時就會畫虎不成反類犬。不能搞平均主義，平均主義懲罰表現(xiàn)好的，鼓勵表現(xiàn)差的，得來的只是一支壞的職工隊伍。22.1.2819:10利人為利已的根基，商業(yè)經(jīng)營上老是為自己著想，而不顧及到他人，利也就可能隨之“飛”了。管理就是把復(fù)雜的問題簡單化，把混亂的事情規(guī)范化。質(zhì)量等于利潤。22.1.2819:1019:10:20失敗并非壞事，一次失敗能教會你許多，甚至比你大學(xué)里所學(xué)的還有用。噴泉的高度不會超過它的源頭;一個人的事業(yè)也是這樣，他的成就絕不會超過自己的信念。2022/1/28機會并不會自動地轉(zhuǎn)化為鈔票只