市場(chǎng)營(yíng)銷英文roduc Sraegy

ProductStrategyProductStrategyDefinition:ProductAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Thiscaninclude:physicalgoods,services,experiences,events,places,properties,organizations,information,andideas.ProductStrategyCustomersusuallyjudgeproductsonthreecriteria:ProductfeaturesandqualityServicesmixandqualityPriceappropriatenessProductStrategyCustomerValueHierarchy:Whenproductsaredeveloped,fivelevelsofvalueoftenareconsidered:CorebenefitBasicproductExpectedproductAugmentedproductPotentialproductProductStrategyCorebenefit:product’sfundamentalserviceorbenefitoffered.Basicproduct:productderivedfromthecorebenefit.Expectedproduct:productwithallofitsattributesandconditionsexpectedbycustomers.Augmentedproduct:productwithallofitsattributesandconditionsthatexceedcustomerexpectations.Potentialproduct:productduringandafteralloftheaugmentationsandtransformationsthatmightoccurinthefuture.ProductStrategyProductClassifications:Marketersusuallyclassifyproductsonthebasisofthreecharacteristics:DurabilityTangibilityConsumer/industrialuseProductStrategyDurability:product’susefullife.Tangibility:aproduct’sdegreeofsubstantive-nessConsumer/Industrialuse:whousesit,consumersorbusinessesProductStrategyOtherimportantmarketingconsiderationsinclude:PackagingLabelingWarrantiesandguaranteesProductStrategyPackaging:Severalfactorshavehelpedpackagingbecomeimportanttomarketers.Theyinclude:Self-servicenaturalofmostretailstoresConsumeraffluenceandthewillingnesstopayalittlemoreTheimportanceofcompanybrandsandimagesOpportunitytoinnovateProductStrategyPackagingmustachieveanumberofobjectives,including:IdentifythebrandCommunicatedescriptiveandpersuasiveinfoFacilitateproducttransportationandprotectionAssistinhomestorageAidinproductconsumptionProductStrategyAllpackagingelementsmustfitproductpricing,advertising,andothermarketingactivities.Testingpackagingelementsbeforemakingtheproductavailableforsalehasbecomeanormalandnecessaryactivityforbusinesses.ProductStrategyLabeling:Allpackagedproductsrequirelabels.Labelsperformseveralimportantfunctions:Identifytheproductand/orbrandDescribetheproductPromotetheproductProductStrategyLabelsusuallyarenoteternal.Asgenerationspassandsocietieschange,labelsoftenneedtochangedorupdatedinordertocontinueattractingcustomers.ProductStrategyWarrantiesandguarantees:Awarrantyisaformalstatementofexpectedproductperformancebythemanufacturer.Theyarelegallyenforceable.Aguaranteeisapromisetoreduceperceivedriskandprovideassurancethattheproductisdependable.ProductStrategyOfferingwarrantiesandguaranteescanhelpmarketaproduct.Ifextraorextendedwarrantiesareofferedinexchangeforasmallfee,theycanbeprofitabletoo.However,becareful.Overpromisingandunderdeliveringthroughwarrantiesandguaranteescanbeabigmoneyloser.ProductStrategyNewProductsWhatisanewproductforacompany?Itisaproductthathasbeenacquiredfromanothercompanyordevelopedbythecompanyitself.ProductStrategyNewProducts:SixCategoriesNew-to-the-worldproductsNewproductlinesAdditionstoexistingproductlinesImprovementsandrevisionstoexistingproductsRe-positioningCostreductionsProductStrategyMostnewproductsfail.Reasons:Market/marketingfailure(smallsizeofthepotentialmarket,noclearproductdifferentiation,poorpositioning,misunderstandingofcustomerneeds)Financialfailure(lowinvestmentreturn)Timingfailure(toolateortooearly)Technicalfailure(productdidnotwork,baddesign)Organizationalfailure(didnotfitwellwithorganizationalculture,lackofsupport)Environmentalfailure(governmentregulations,macroeconomicfactors)ProductStrategyNewproductdevelopment,stages:IdeagenerationIdeascreeningConceptdevelopmentandtestingMarketingstrategydevelopmentBusinessanalysisProductdevelopmentMarkettestingCommercializationProductStrategyMostproductshavelifespans,meaningtheycanbemarketableforweeksordecades,butatacertainpointintimeinthefutureconsumerswillnolongerbeinterestedintheproductandbuyit.Theselifespansoftenarereferredtoastheproductlifecycle.Howacompanypositionsanddifferentiatesaproductduringthislifespanshouldchangeovertime,dependingatwhichlifecyclestagetheproducthasentered.ProductStrategyProductLifeCycleStages:IntroductionstageGrowthstageMaturitystageDeclinestageProductStrategyAproduct’slifecyclestageoftenwillhelpdeterminewhatwouldbethebestmarketingobjectivesandstrategiestofollow.Thefollowingtablesgiveinformationandsuggestionsaboutproductsateachlifecyclestage.ProductStrategyCharacteristicsIntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostcustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductStrategyMarketingObjectivesIntroductionGrowthMaturityDeclineCreateproductawarenessandtrialMaximizemarketsizeMaximizeprofitwhiledefendingmarketshareReduceexpenditureandmilkthebrandProductStrategyStrategiesIntroductionGrowthMaturityDeclineProductOfferbasicproductOfferproductextensions,service,etc.DiversifybrandsPhaseoutweakitemsormodelsPriceChargecostplusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpriceDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective,profitableoutletsonlyAdvertisingBuildproductawarenessamongearlyadoptersBuildawarenessandinterestinthemassmarketStressbranddifferencesandbenefitsReduce,buttrytoretainloyalbuyersSalesPromotionUseheavysalespromotiontoenticetrialReducetotakeadvantageofheavyconsumerdemandIncreasetoencouragebrandswitchingReducetominimallevel9、靜夜四無(wú)鄰鄰，荒居舊業(yè)業(yè)貧。。1月-231月-23Thursday,January5,202310、雨中黃葉葉樹，燈下下白頭人。。。02:59:2402:59:2402:591/5/20232:59:24AM11、以我獨(dú)獨(dú)沈久，，愧君相相見頻。。。1月-2302:59:2402:59Jan-2305-Jan-2312、故人人江海海別，，幾度度隔山山川。。。02:59:2402:59:2402:59Thursday,January5,202313、乍乍見見翻翻疑疑夢(mèng)夢(mèng)，，相相悲悲各各問(wèn)問(wèn)年年。。。。1月月-231月月-2302:59:2402:59:24January5,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國(guó)見青青山。。05一月20232:59:24上午02:59:241月-2315、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。一月月232:59上上午午1月月-2302:59January5,202316、行動(dòng)出出成果，，工作出出財(cái)富。。。2023/1/52:59:2402:59:2405January202317、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。2:59:24上上午2:59上上午02:59:241月-239、沒(méi)有失敗，，只有暫時(shí)停停止成功！。。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒(méi)有。。。02:59:2402:59:2402:591/5/20232:59:24AM11、成功功就是是日復(fù)復(fù)一日日那一一點(diǎn)點(diǎn)點(diǎn)小小小努力力的積積累。。。1月-2302:59:2402:59Jan-2305-Jan-2312、世間成事事，不求其其絕對(duì)圓滿滿，留一份份不足，可可得無(wú)限完完美。。02:59:2402:59:2402:59Thursday,January5,202313、不知知香積積寺，，數(shù)里里入云云峰。。。1月-231月-2302:59:2402:59:24January5,202314、意志堅(jiān)堅(jiān)強(qiáng)的人人能把世世界放在在手中像像泥塊一一樣任意意揉捏。。05一一月20232:59:24上午午02:59:241月-2315、楚楚塞塞三三湘湘接接，，荊荊門門九九派派通通。。。。。一月月232:59上上午午1月月-2302:59January5,202316、少年年十五五二十十時(shí)，，步行行奪得得胡馬馬騎。。。2023/1/52:59:2402:59:2405January202317、空山山新雨雨后，，天氣氣晚來(lái)來(lái)秋。。。2:59:24上上午2:59上上午午02:59:241月-239、楊柳散和風(fēng)風(fēng)，青山澹吾吾慮。。1月-231月-23Thursday,Januar