市场营销学双语课件6（PPT 13）--什么是产品

8-1来自中国最大的资料库下载什么是产品?•Anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumption.•Satisfiesawantoraneed.•Includes:–PhysicalProducts–Services–Persons–Places–Organizations–Ideas–Combinationsoftheabove8-2来自来自来自’sBrandPrivateBrandLicensedBrandCo-brandingBrandNameSelectionSelectionProtection品牌决策8-7来自中国最大的资料库下载品牌战略•LineExtension–Existingbrandnamesextendedtonewforms,sizes,andflavorsofanexistingproductcategory.•BrandExtension–Existingbrandnamesextendedtonewproductcategories.•Multibrands–Newbrandnamesintroducedinthesameproductcategory.•NewBrands–Newbrandnamesinnewproductcategories.8-9来自’tbeseen,tasted,felt,heard,orsmelledbeforepurchase.Can’tbeseparatedfromserviceproviders.Qualitydependsonwhoprovidesthemandwhen,whereandhow.Can’tbestoredforlatersaleoruse.服务的特性8-12来自中国最大的资料库下载服务性企业的营销战略•ManagingServiceDifferentiation–Developoffer,deliveryandimagewithcompetitiveadvantages.•ManagingServiceQuality–Empoweremployees–Become“Customerobsessed”–Develophighservicequalitystandards–Watchserviceperformanceclosely•ManagingServiceProductivity–Traincurrentornewemployees–Increasequantitybydecreasingquality–Utilizetechnology