菲利普科特勒-《市场营销讲义》13.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2020年5月29日星期五,#,09 十月 2026,菲利普科特勒-市场营销讲义13,Chapter 13,Managing Product,管理资源吧（），提供海量管理资料免费下载！,Objectives,Product Characteristics,Building&Managing the Product Mix&Product Lines,Brand Decisions,Packaging&Labeling,管理资源吧（），提供海量管理资料免费下载！,Components of the Market Offering,Value-based prices,Services mix,and quality,Product features,and quality,Attractiveness of,the market offering,管理资源吧（），提供海量管理资料免费下载！,Five Product Levels,Potential product,Augmented product,Expected product,Basic product,Core benefit,管理资源吧（），提供海量管理资料免费下载！,Specialty Products,Unsought Products,Shopping Products,Buy less frequently,Gather product information,Fewer purchase locations,Compare for:,Suitability&Quality,Price&Style,Convenience Products,Special purchase efforts,Unique characteristics,Brand identification,Few purchase locations,New innovations,Products consumers dont want to think about.,Require much advertising&,personal selling,Buy frequently&immediately,Low priced,Many purchase locations,Includes:,Staple goods,Impulse goods,Emergency goods,Consumer-Goods Classification,管理资源吧（），提供海量管理资料免费下载！,Product Mix,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,Consistency,管理资源吧（），提供海量管理资料免费下载！,Product-Line Length,Line Stretching,Downmarket,Upmarket,Two-way,Line Filling,Line Modernization,Line Featuring&Line Pruning,管理资源吧（），提供海量管理资料免费下载！,Two-Way Product-Line Stretch:Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above,average,Average,Low,Fairfield Inn,(Vacationers),Courtyard,(Salespeople),Marriott,(Middle,managers),Marriott,Marquis,(Top,executives),管理资源吧（），提供海量管理资料免费下载！,What is a Brand?,Attributes,Benefits,Values,Culture,User,Personality,管理资源吧（），提供海量管理资料免费下载！,Brand Equity,No Brand Loyalty,(customer will change),Satisfied Customer,(no reason to change),Satisfied&Switching Cost,Values the Brand,(brand as friend),Devoted,to Brand,管理资源吧（），提供海量管理资料免费下载！,An Overview ofBranding Decisions,Branding,Decision,Brand,No brand,Brand-,Sponsor,Decision,Manu-,facturer,brand,Distribu-,tor,(private),brand,Licensed,brand,Brand-,Name,Decision,Individual,brand,names,Blanket,family,name,Separate,family,names,Company-,individual,names,Brand-,Repositioning,Decision,Reposi-,tioning,No,reposi-,tioning,Brand-,Strategy,Decision,Line,extension,Brand,extension,Multi-,brands,New,brands,Cobrands,管理资源吧（），提供海量管理资料免费下载！,Brand Strategies,Brand,Extension,New,Brand Name,Product Category,Line,Extension,Existing,Existing,Multibrands,New,New,Brands,管理资源吧（），提供海量管理资料免费下载！,Good Brand Names:,Suggest,Product,Benefits,Distinctive,Lack Poor,Foreign,Language,Meanings,Suggest,Product,Qualities,Easy to:,Pronounce,Recognize,Remember,管理资源吧（），提供海量管理资料免费下载！,Why Package Crucial as a Marketing Tool,Self-service,Consumer affluence,Company&brand image,Opportunity for innovation,管理资源吧（），提供海量管理资料免费下载！,