科特勒營銷管理(8)課件

1、科特勒營銷管理(8)課件Managing Product科特勒營銷管理(8)課件科特勒營銷管理(8)課件Value-based pricesServices mixand qualityProduct featuresand qualityAttractiveness ofthe market offering科特勒營銷管理(8)課件Potential productAugmented productExpected productBasic productCore benefit科特勒營銷管理(8)課件Buy less frequently Gather product informatio

2、n Fewer purchase locations Compare for: Suitability & Quality Price & Style Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers dont want to think about. Require much advertising & personal sellingBuy frequently & immediately

3、 Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods科特勒營銷管理(8)課件 - number of different product lines - total number of itemswithin the lines- number of versions of each productall the product lines offeredConsistency科特勒營銷管理(8)課件科特勒營銷管理(8)課件QualityEconomySuperiorSt

4、andardGoodHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)科特勒營銷管理(8)課件AttributesBenefitsValuesCultureUserPersonality科特勒營銷管理(8)課件Devoted to Brand科特勒營銷管理(8)課件BrandingDecisionBrandNo brandBrand-SponsorDecisionManu-facturerb

5、randDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-Repositioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrands科特勒營銷管理(8)課件BrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrands科特勒營銷管理(8)課件SuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSugges