開發(fā)營銷混合英文PartThreeDevelopingthemarketingmixLectureSevenProductStrategyAtaglanceDefineproductandmajorclassificationsofproductsandservicesUnderstandingindividualproductdecisionsExplainthedecisionsofdevelopingproductlinesandmixesDefinethestepsinthenew-productdevelopmentprocessDescribethestagesoftheproductlifecycleProductAnythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.ThreelevelsofproductQualityStylingPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorserviceThreelevelsofproduct(Airline)In-flightservicesDutyfreeshoppingMealsSeatallocationSchedulesSafetyrecordQantasClubPrioritybaggageFrequentflyerschemeHolidayPackagesToursTime-criticaltransportFlightbookingsystemGenericProductStores,preserves,cools,andotherwisehelpstosatisfyhomefood-consumptionneedsTangibleProductColorDesignQualitySizeWeightFeaturesMaterialusedinconstructionEfficiencyinusePowersourceBrandnameAugmentedproductImageStatusGuarantee/warrantyDeliveryInstallationRepairfacilitiesInstructionsandtechnicaladviceCreditReturnpolicyFollow-upserviceThreelevelsofproductContinuumofGoodsandServicesProductcanbeclassifiedas:ConsumerproductsconvenienceproductsshoppingproductsspecialtyproductsIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:SuppliesCharacteristicsofConsumerProductsProductattributesBrandingPackagingLabelingProductsupportservicesIndividualproductdecisionsShouldeachproductbeindividuallyorfamily-branded?IndividualbrandnamesBlanketfamilynameSeparatefamilynameCompany/IndividualnamesShouldabrandbedevelopedfortheproduct?BrandNon-brandShouldtwoormorebrandsbedevelopedinthesameproductcategory?OnebrandMorethanonebrandShouldthebrandberepositioned?BrandrepositioningNobrandrepositioningShouldotherproductsbegiventhesamebrandname?BrandextensionNobrandextensionWhoshouldsponsorthebrand?Manufacturer’sbrandPrivatebrandMixedbrandBrandingdecisionBrandsponsordecisionFamilybranddecisionBrandextensiondecisionMultibranddecisionBrandrepositioningdecisionAnoverviewofbrandingdecisionsNewbrandsBrandextensionLineextensionMulti-brandsExistingNewNewExistingProductcategoryBrandmaneFourbrandstrategiesElementsofaProductmixAproductitemisaspecificmodel;Aproductlineisagroupofrelatedproductitems.Aproductmixisallafirm’sproductlines.WidthlengthconsistencyProduct-mixWidthProduct-LineLengthProductMixforProtect&GambleCorporate(includingdatesofintroduction)FewproductlineswithafewitemsineachManydifferentproductlineswithanumberofitemsineachManydifferentproductlineswithafewitemsineachFewproductlineswithanumberofitemsineachNarrowBroadShallowDeepProductLineBreadthProductLineDepthLowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresentproductPresentproductPresentproductNewproductNewproductNewproductNewproductStretchingdownwardStretchingupwardStretchingbothwaysProductlinestretchingdecisionDesirableproductsPleasingproductsDeficientproductsSalutaryproductsLowHighHighLowImmediatesatisfactionLong-runconsumerbenefitsSocietalclassificationofproductsWhyafirmneednewproducts?NewproductsleadtosalesgrowthorstabilityofferdifferentialadvantagesRespondtoconsumerneedsRiskmaybelessenedthroughdiversityIncreaseprofitsandcontrolCustomerorientationMarketorientationCompetitororientationStraightextensionDon’tchangeproductDon’tchangepromotionAdaptproductAdaptpromotionProductPromotionFiveinternationalproductandpromotionstrategiesProductinventionDevelopnewproductMajorissuesinnew-productdevelopmentIdeagenerationIdeascreeningConceptdevelopmentandtestingMarketingstrategy&BusinessanalysisProductdevelopmentTestmarketingCommercialisationProductLifecycleIntroductionTheproductistargettoaparticularmarketandintroducedtothatmarketGrowth

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