营销管理-科特勒-13中国-10-制定产品战略.pptx

Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,#,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,MARKETING MANAGEMENT IN CHINA,Philip Kotler Kevin Lane Keller Lu Taihong,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,第,篇：提供价值,第,10,章,营销管理（中国版）,制定产品战略,菲利普,科特勒,-,凯文,莱恩,凯勒,-,卢泰宏,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,2,1.产品的特点是什么？可以如何分类？,2.公司如何建立和管理产品组合与产品线？,3.公司如何利用包装、标志、担保和保证作为营销工具？,4.开发和管理新产品的主要阶段有哪些？管理新产品开发过程的最佳方式是什么？,5.在产品生命周期的各个阶段应当采取何种营销战略？,本章问题,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,3,产品特征和分类,产品关系,包装、标志、担保和保证,管理新产品,产品生命周期营销战略,奔驰,创新营销：,迪士尼,营销在中国：,中星微电子,创新营销：,索尼,营销在中国：,开发适合中国市场的产品,本章案例：丰田,本章内容,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,4,What is a Product?,产品是指提供给市场以满足需要和需求的任何东西，包括有形产品、服务、体验、事件、资产、组织、信息和创意。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,5,五个产品层次,核心产品,潜在产品,增值产品,期望产品,基本产品,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,6,产品分类维度,耐久性,通途,有形性,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,7,消费品分类,便利品,非搜寻商品,选购品,特购品,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,8,工业品分类,原材料和零部件,供应物和商业服务,资本品,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,9,成品层级,需求家族,产品家族,产品大类,产品线,产品类型,产品,项目,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,10,产品线分析,便利产品,核心产品,主要产品,特殊产品,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,11,产品线延伸,向下延伸,向上延伸,双向延伸,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,12,什么是第5个P？,包装，常被称作第5个P，是指设计并生产产品容器的一系列活动。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,13,包装的目标,识别品牌,传递描述性和有说服力的信息,便于产品的运输和保护,易于家庭储存,帮助产品的消费,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,14,新产品类型,新问世产品,成本降低,新产品线,补充产品,改进产品,再定位产品,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,15,新产品开发的限制因素,缺乏创意,市场过于细分,来自社会和政府的制约,开发成本资金不足,开发时间越来越短,产品生命周期变短,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,16,寻找一个成功的新产品,阶段,创意数量,通过率,每个产品创意的成本,总成本,创意筛选,64 1,：,4$1 000$64 000,概念测试,16 1,：,2 20 000 320 000,产品开发,8 1,：,2 200 000 1 600 000,市场测试,4 1,：,2 500 000 2 000 000,全国上市,2 1,：,2 5 000 000 10 000 000,5 721 000 13 984 000,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,17,新产品开发决策过程,1.,提出创意,2.,创意筛选,3.,概念开发和测试,5.,商业分析,8.,商业化,4.,营销战略,7.,市场测试,6.,产品开发,制定未来规划,是,是,是,是,是,是,是,是,放弃,创意返回到产品开发阶段？,修改产品或营销方案,否,否,否,否,否,否,否,否,是,是,否,否,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,18,提出创意：创造性方法,列出属性,强行联系,形态分析,改变通常的假设,新环境,心智图,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,19,横向映射,加油站+食物,咖啡厅+互联网,谷物+零食,糖果+玩具,音频+便携,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,20,产品创意评价工具,产品,成功要素,权重,(a),打分,(b),得分,(c=a x b),独特性或优越性,0.4 0.8 0.32,性价比高,0.3 0.6 0.18,营销资金充足,0.2 0.7 0.14,竞争不激烈,0.1 0.5 0.05,合计,1.0 0.69,a,a.0,0.3,为差，,0.31,0.6,为一般，,0.61,0.8,为好。最小的接受值为,0.61,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,21,概念开发中的名词,产品创意,产品概念,大类概念,品牌概念,概念测试,a.,产品定位图,（早餐市场）,b.,品牌定位图,（速食早餐市场）,火腿和鸡蛋,薄饼,热麦片,热麦片,速食,早餐,贵,便宜,慢,快,每盎司售价高,每盎司售价低,低卡路里高卡路里,品牌,C,品牌,A,品牌,C,细分市场,3,细分市场,4,细分市场,1,细分市场,2,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,22,概念测试,可传播性和可信性,需要程度,差距水平,感知价值,购买意向,用户目标、购买时间和购买频率,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,23,营销战略,目标市场规模、结构和行为,计划价格、分销战略和第一年的营销预算,长期销售额、利润和不同时期的市场组合战略,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,24,市场测试决策,在多少个城市测试？,哪些城市？,测试时长？,收集什么信息？,做些什么？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,25,挑选首次上市市场的标准,市场潜量,公司在当地的声誉,建立渠道的成本,传媒成本,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,26,产品生命周期,产品的生命是有限的。,产品销售会经过不同的阶段，每一阶段销售者都会面临不同的挑战和机遇。,在不同阶段有不同的利润水平,在不同阶段，需要不同的战略,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,27,销售额与产品生命周期,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,28,普通产品的生命周期,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,29,维持市场迅速发展的战略,提高质量、增加新产品的新能或改进产品外观,增加新式样和辅助产品,进入新的细分市场,扩大渠道覆盖率,从产品知名度宣传相产品偏好宣传的转移,降价以吸引价格敏感的购买者,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,30,成熟期中的阶段,发展,稳定,下降,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,31,三种产品类型的生命周期,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,32,营销讨论,产品功能是品牌成功的关键。,对阵,产品设计的品牌成功的关键。,新产品应将那些人作为自己的目标市场？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,33,案例讨论,创新营销：,索尼,创新营销：,迪士尼,本章案例：丰田,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 10-,34,案例讨论,营销在中国：,中星微电子,营销在中国：,开发适合中国市场的产品,