商务策划学院 2002
8-1什么是产品?
? Anything that can be offered to a market
for attention,acquisition,use or
consumption.
? Satisfies a want or a need.
? Includes:
–Physical Products
–Services
–Persons
–Places
–Organizations
–Ideas
–Combinations of the above
商务策划学院 2002
8-2产品整体概念
Brand
Name
Quality
Level
Packaging
Design
Features
Delivery
& Credit
Installation
Warranty
After-
Sale
Service
Core
Benefit
or
Service
Actual
Product
Core
Product
Augmented
Product
商务策划学院 2002
8-3产品层次
Product Attributes
Branding
Packaging
Labeling
Product Support Services
商务策划学院 2002
8-4产品特性决策
Quality Features
Design
商务策划学院 2002
8-5品牌
Advantages
of
Brand Names
Brand
Equity Loyalty
Attributes
Quality & ValueConsistency
Identification
AwarenessCredibility
Association
商务策划学院 2002
8-6
Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands
Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding
Brand Name Selection
Selection
Protection
品牌决策
商务策划学院 2002
8-7品牌战略决策
Line
Extension
Multibrands
Brand
Extension
New
BrandsB
ra
nd
Na
me
Existing New
Product Category
Existing
New
商务策划学院 2002
8-8品牌战略
? Line Extension
–Existing brand names extended to new
forms,sizes,and flavors of an existing
product category.
? Brand Extension
–Existing brand names extended to new
product categories.
? Multibrands
–New brand names introduced in the same
product category.
? New Brands
–New brand names in new product categories.
商务策划学院 2002
8-9包装
PromotesIdentifies
Competitive
Advantages
Describes
Sales
Tasks
Product
SafetyPackaging
Labeling
商务策划学院 2002
8-10
Width - number of
different product
lines
Length - total
number of items
within the lines
Depth - number
of versions of
each product
Product Mix -
all the product
lines offered
产品组合决策
Co
ns
ist
en
cy
商务策划学院 2002
8-11
Intangibility
Inseparability
Variability
Perishability
Can’t be seen,tasted,felt,heard,
or smelled before purchase.
Can’t be separated from service
providers.
Quality depends on who provides
them and when,where and how,
Can’t be stored for later sale or use.
服务的特性
商务策划学院 2002
8-12
Satisfied and
Productive Service
Employees
Greater Service
Value
Internal Service Quality
Health Service
Profits and Growth
Satisfied and Loyal
Customers
服务质量链
商务策划学院 2002
8-13服务性企业的营销战略
? Managing Service Differentiation
– Develop offer,delivery and image with competitive
advantages.
? Managing Service Quality
– Empower employees
– Become,Customer obsessed”
– Develop high service quality standards
– Watch service performance closely
? Managing Service Productivity
– Train current or new employees
– Increase quantity by decreasing quality
– Utilize technology