開(kāi)發(fā)營(yíng)銷(xiāo)混合英文PartThreeDevelopingthemarketingmixLectureSevenProductStrategyAtaglanceDefineproductandmajorclassificationsofproductsandservicesUnderstandingindividualproductdecisionsExplainthedecisionsofdevelopingproductlinesandmixesDefinethestepsinthenew-productdevelopmentprocessDescribethestagesoftheproductlifecycleProductAnythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.ThreelevelsofproductQualityStylingPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorserviceThreelevelsofproduct(Airline)In-flightservicesDutyfreeshoppingMealsSeatallocationSchedulesSafetyrecordQantasClubPrioritybaggageFrequentflyerschemeHolidayPackagesToursTime-criticaltransportFlightbookingsystemGenericProductStores,preserves,cools,andotherwisehelpstosatisfyhomefood-consumptionneedsTangibleProductColorDesignQualitySizeWeightFeaturesMaterialusedinconstructionEfficiencyinusePowersourceBrandnameAugmentedproductImageStatusGuarantee/warrantyDeliveryInstallationRepairfacilitiesInstructionsandtechnicaladviceCreditReturnpolicyFollow-upserviceThreelevelsofproductContinuumofGoodsandServicesProductcanbeclassifiedas:ConsumerproductsconvenienceproductsshoppingproductsspecialtyproductsIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:SuppliesCharacteristicsofConsumerProductsProductattributesBrandingPackagingLabelingProductsupportservicesIndividualproductdecisionsShouldeachproductbeindividuallyorfamily-branded?IndividualbrandnamesBlanketfamilynameSeparatefamilynameCompany/IndividualnamesShouldabrandbedevelopedfortheproduct?BrandNon-brandShouldtwoormorebrandsbedevelopedinthesameproductcategory?OnebrandMorethanonebrandShouldthebrandberepositioned?BrandrepositioningNobrandrepositioningShouldotherproductsbegiventhesamebrandname?BrandextensionNobrandextensionWhoshouldsponsorthebrand?Manufacturer’sbrandPrivatebrandMixedbrandBrandingdecisionBrandsponsordecisionFamilybranddecisionBrandextensiondecisionMultibranddecisionBrandrepositioningdecisionAnoverviewofbrandingdecisionsNewbrandsBrandextensionLineextensionMulti-brandsExistingNewNewExistingProductcategoryBrandmaneFourbrandstrategiesElementsofaProductmixAproductitemisaspecificmodel;Aproductlineisagroupofrelatedproductitems.Aproductmixisallafirm’sproductlines.WidthlengthconsistencyProduct-mixWidthProduct-LineLengthProductMixforProtect&GambleCorporate(includingdatesofintroduction)FewproductlineswithafewitemsineachManydifferentproductlineswithanumberofitemsineachManydifferentproductlineswithafewitemsineachFewproductlineswithanumberofitemsineachNarrowBroadShallowDeepProductLineBreadthProductLineDepthLowLowLowLowLowLowHighHighHighPriceHighHighHighQualityPresentproductPresentproductPresentproductNewproductNewproductNewproductNewproductStretchingdownwardStretchingupwardStretchingbothwaysProductlinestretchingdecisionDesirableproductsPleasingproductsDeficientproductsSalutaryproductsLowHighHighLowImmediatesatisfactionLong-runconsumerbenefitsSocietalclassificationofproductsWhyafirmneednewproducts?NewproductsleadtosalesgrowthorstabilityofferdifferentialadvantagesRespondtoconsumerneedsRiskmaybelessenedthroughdiversityIncreaseprofitsandcontrolCustomerorientationMarketorientationCompetitororientationStraightextensionDon’tchangeproductDon’tchangepromotionAdaptproductAdaptpromotionProductPromotionFiveinternationalproductandpromotionstrategiesProductinventionDevelopnewproductMajorissuesinnew-productdevelopmentIdeagenerationIdeascreeningConceptdevelopmentandtestingMarketingstrategy&BusinessanalysisProductdevelopmentTestmarketingCommercialisationProductLifecycleIntroductionTheproductistargettoaparticularmarketandintroducedtothatmarketGrowth

Theproductbecomeswell-knowninthemarketandsalesvolumeincreasesDeclineThevolumedeclinesasdemandfortheproductdeclinesorcompetitionincreases.MaturitySaleshitapeakthenbegintoleveloffasaresultofcompetitionfromnewandexistingproducts.TheCharacteristicsofProductLifeCycleNextweekPricingstrategiesAssignment:Reviewingthelecture7Textbook(chapter8-9)Casestudyon“LifeSourcenutrition:SucceedingwhereCbellsoupfailed”on367gettinginformationandwritingtheoutletonpricingstrategiesTextbook(chapter10)1在企業(yè)內(nèi)部，只有成本。21世紀(jì)，沒(méi)有危機(jī)感是最大的危機(jī)。如果有一個(gè)項(xiàng)目，首先要考慮有沒(méi)有人來(lái)做。如果沒(méi)有人做，就要放棄，這是一個(gè)必要條件。20世紀(jì)是生產(chǎn)率的世紀(jì)，21世紀(jì)是質(zhì)量的世紀(jì)，質(zhì)量是和平占領(lǐng)市場(chǎng)最有效的武器。把一件簡(jiǎn)單的事做好就不簡(jiǎn)單，把每一件平凡的事做好就不平凡。自古以來(lái)的偉人，大多是抱著不屈不撓的精神，從逆境中掙扎奮斗過(guò)來(lái)的。26-2月-2512:562月-25科學(xué)技術(shù)的進(jìn)步將會(huì)給人們的生活帶來(lái)巨大的影響，而人們要不斷適應(yīng)這種時(shí)代的變化，而不要坐等未來(lái)，失去自我發(fā)展的良好機(jī)2025/2/26會(huì)。2025/2/2612:56:55不只獎(jiǎng)勵(lì)成功，而且獎(jiǎng)勵(lì)失敗。一個(gè)人想要成功，就要學(xué)會(huì)在機(jī)遇從頭頂上飛過(guò)時(shí)跳起來(lái)抓住它。這樣逮到機(jī)遇的機(jī)會(huì)就會(huì)增大。12:56:5512:562月-25公平不是總存在的，在生活學(xué)習(xí)的各個(gè)方面總有一些不能如意的地方。但只要適應(yīng)它，并堅(jiān)持到底，總能收到意想不到的成效。花費(fèi)數(shù)百元買(mǎi)一本書(shū)，便可以獲得別人的智慧經(jīng)驗(yàn)。然而，如果你全盤(pán)模仿，不加思考，那有時(shí)就會(huì)畫(huà)虎不成反類(lèi)犬。不能搞平均主義，平均主義懲罰表現(xiàn)好的，鼓勵(lì)表現(xiàn)差的，得來(lái)的只是一支壞的職工隊(duì)伍。2月-2512:56利人為利已的根基，商業(yè)經(jīng)營(yíng)上老是為自己著想，而不顧及到他人，利也就可能隨之“飛”了。管理就是把復(fù)雜的問(wèn)題簡(jiǎn)單化，把混亂的事情規(guī)范化。質(zhì)量等于利潤(rùn)。2月-2512:5612:56:56失敗并非壞事，一次失敗能教會(huì)你許多，甚至比你大學(xué)里所學(xué)的還有用。噴泉的高度不會(huì)超過(guò)它的源頭;一個(gè)人的事業(yè)也是這樣，他的成就絕不會(huì)超過(guò)自己的信念。26-2月-25機(jī)會(huì)并不會(huì)自動(dòng)地轉(zhuǎn)化為鈔票只花一元錢(qián)的顧客，比花一百元的顧客，對(duì)生意的興隆更具有根本性的影響力。12:56:5619:112月-25做事，不止是人家要我做才做，而是人家沒(méi)要我做也爭(zhēng)著去做。這樣，才做得有趣味，也就會(huì)有收獲。2月-252月-25戰(zhàn)略越精煉，就越容易被徹底地執(zhí)行。他之所以為自己所領(lǐng)導(dǎo)的微軟而感到自豪，是因?yàn)樵谶@個(gè)團(tuán)體中聚集了一大批與他一樣熱愛(ài)微軟事業(yè)的人。2025/2/2612:56:56一個(gè)成功的決策，等于90%的信息加