科特勒营销管理下载_Marketing_Management13

ObjectivesProductCharacteristicsBuilding&ManagingtheProductMix&ProductLinesBrandDecisionsPackaging&LabelingSpecialtyProductsUnsoughtProductsShoppingProductsBuylessfrequentlyGatherproductinformationFewerpurchaselocationsComparefor:•Suitability&Quality•Price&StyleConvenienceProductsSpecialpurchaseeffortsUniquecharacteristicsBrandidentificationFewpurchaselocationsNewinnovationsProductsconsumersdon’twanttothinkabout.Requiremuchadvertising&personalsellingBuyfrequently&immediatelyLowpricedManypurchaselocationsIncludes:•Staplegoods•Impulsegoods•EmergencygoodsConsumer-GoodsClassificationProductMixWidth-numberofdifferentproductlinesLength-totalnumberofitemswithinthelinesDepth-numberofversionsofeachproductProductMix-alltheproductlinesofferedProduct-LineLengthLineStretchingDownmarketUpmarketTwo-wayLineFillingLineModernizationLineFeaturing&LinePruningWhatisaBrand?AttributesBenefitsValuesCultureUserPersonalityBrandEquityNoBrandLoyalty(customerwillchange)SatisfiedCustomer(noreasontochange)Satisfied&SwitchingCostValuestheBrand(brandasfriend)DevotedtoBrandBrandStrategiesBrandExtensionNewBrandNameProductCategoryLineExtensionExistingExistingMultibrandsNewNewBrandsGoodBrandNames:SuggestProductBenefitsDistinctiveLackPoorForeignLanguageMeaningsSuggestProductQualitiesEasyto:PronounceRecognizeRememberWhyPackageCrucialasaMarketingToolSelf-serviceConsumeraffluenceCompany&brandimageOpportunityforinnovationLabelsIdentifyDescribePromote