市场营销英文Chapter 9

Product,Services,andProduct,Services,andBrandingStrategiesBrandingStrategiesChapter9Chapter9GeneratedbyFoxitPDFCreator©FoxitSoftware••BeabletodefineBeabletodefineproductproductandknowtheandknowthemajorclassificationsofproductsandmajorclassificationsofproductsandservices.services.••UnderstandthedecisionscompaniesUnderstandthedecisionscompaniesmakeregardingtheirindividualmakeregardingtheirindividualproductsandservices,productlines,productsandservices,productlines,andproductmixes.andproductmixes.GeneratedbyFoxitPDFCreator©FoxitSoftware••UnderstandhowfirmsbuildandUnderstandhowfirmsbuildandmanagetheirbrands.managetheirbrands.••KnowthefourcharacteristicsofKnowthefourcharacteristicsofservicesandtheadditionalmarketingservicesandtheadditionalmarketingconsiderationsthatservicesrequire.considerationsthatservicesrequire.••ReviewadditionalproductissuesReviewadditionalproductissuesrelatedtosocialresponsibilityandrelatedtosocialresponsibilityandinternationalmarketing.internationalmarketing.GeneratedbyFoxitPDFCreator©FoxitSoftware••CosmeticsCosmeticscompaniessellcompaniessellbillionsofdollarsbillionsofdollarsworthofproductsworthofproducts••ConsumersbuyConsumersbuymorethanjustamorethanjustaparticularsmellparticularsmell••TheThe““promisepromise””,,image,company,image,company,name,package,andname,package,andingredientsareallingredientsareallpartoftheproduct,partoftheproduct,asarethestoresasarethestoreswhereitissold.whereitissold.TheCosmeticsIndustryTheCosmeticsIndustryCaseStudyGeneratedbyFoxitPDFCreator©FoxitSoftware••ProductProduct§§Anythingofferedtoamarketforattention,Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatacquisition,use,orconsumptionthatmightsatisfyaneedorwant.mightsatisfyaneedorwant.••ServiceService§§AnyactivityorbenefitthatonepartycanAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyoffertoanotherthatisessentiallyintangibleanddoesnotresultinintangibleanddoesnotresultinownershipofanything.ownershipofanything.GeneratedbyFoxitPDFCreator©FoxitSoftware••Products,Services,andProducts,Services,andExperiencesExperiences§§Marketofferings,puretangibleMarketofferings,puretangiblegoods,pureservices,experiencesgoods,pureservices,experiences••LevelsofProductandServicesLevelsofProductandServices§§Corebenefit,actualproduct,andCorebenefit,actualproduct,andaugmentedproductaugmentedproduct••ProductandServiceClassificationsProductandServiceClassificationsGeneratedbyFoxitPDFCreator©FoxitSoftware••ConvenienceConvenience••ShoppingShopping••SpecialtySpecialty••UnsoughtUnsought••FrequentpurchasesFrequentpurchasesboughtwithminimalboughtwithminimalbuyingeffortandlittlebuyingeffortandlittlecomparisonshoppingcomparisonshopping••LowpriceLowprice••WidespreadWidespreaddistributiondistribution••MasspromotionbyMasspromotionbyproducerproducerTypesofTypesofConsumerConsumerProductsProductsGeneratedbyFoxitPDFCreator©FoxitSoftware••ConvenienceConvenience••ShoppingShopping••SpecialtySpecialty••UnsoughtUnsought••LessfrequentpurchasesLessfrequentpurchasesrequiringmoreshoppingrequiringmoreshoppingeffortandprice,quality,effortandprice,quality,andstylecomparisons.andstylecomparisons.••HigherthanconvenienceHigherthanconveniencegoodpricinggoodpricing••SelectivedistributioninSelectivedistributioninfeweroutletsfeweroutlets••AdvertisingandpersonalAdvertisingandpersonalsellingbyproducerandsellingbyproducerandresellerresellerTypesofTypesofConsumerConsumerProductsProductsGeneratedbyFoxitPDFCreator©FoxitSoftware••ConvenienceConvenience••ShoppingShopping••SpecialtySpecialty••UnsoughtUnsought••StrongbrandpreferenceStrongbrandpreferenceandloyalty,requiresandloyalty,requiresspecialpurchaseeffort,specialpurchaseeffort,littlebrandcomparisons,littlebrandcomparisons,andlowpricesensitivityandlowpricesensitivity••HighpriceHighprice••ExclusivedistributionExclusivedistribution••CarefullytargetedCarefullytargetedpromotionbyproducerspromotionbyproducersandresellersandresellersTypesofTypesofConsumerConsumerProductsProductsGeneratedbyFoxitPDFCreator©FoxitSoftware••ConvenienceConvenience••ShoppingShopping••SpecialtySpecialty••UnsoughtUnsought••LittleproductawarenessLittleproductawarenessandknowledge(orifandknowledge(orifaware,sometimesaware,sometimesnegativeinterest)negativeinterest)••PricingvariesPricingvaries••DistributionvariesDistributionvaries••AggressiveadvertisingAggressiveadvertisingandpersonalsellingbyandpersonalsellingbyproducersandresellersproducersandresellersTypesofTypesofConsumerConsumerProduc