商务英语PPTChap.pptVIP

* * Chapter Fourteen Developing and Pricing Goods and Services Copyright ? 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin * * Product Development and the Total Product Offer According to the American Marketing Association, value is a foundation of marketing. Value -- Good quality at a fair price. Adapting products to new markets is an ongoing challenge. Product development is a key activity in any modern business. DEVELOPING VALUE LG1 14-* * * Developing a Total Product Offer Total Product Offer -- Everything consumers evaluate when deciding whether to buy something. DEVELOPING a TOTAL PRODUCT LG1 Products are evaluated on many different dimensions, both tangible and intangible. Marketers must think like and talk to consumers to find out what’s important. 14-* * * Product Lines Product Mix Product Line -- A group of products that are physically similar or intended for a similar market. Product lines often include competing brands like: MMs Peanut MMs Mint MMs Dark Chocolate MMs UNDERSTANDING PRODUCT LINES LG1 14-* * * Marketing Different Classes of Consumer Goods and Services Convenience Goods and Services -- Products consumers purchase frequently with minimal effort. These include: Candy and snacks Gas Milk and eggs CLASSIFYING CONSUMER GOODS and SERVICES LG2 14-* * * Marketing Different Classes of Consumer Goods and Services Shopping Goods and Services -- Products consumers buy only after comparing value, quality, price, and styles. These include: Clothes and shoes Appliances and furniture Childcare Home remodeling CLASSIFYING SHOPPINGGOODS and SERVICES LG2 14-* * * Marketing Different Classes of Consumer Goods and Services Specialty Goods and Services -- Products with unique characteristics and brand identity. These include: Tiffany jewelry Rolex watches Lamborghini automobiles Ritz Carlton Hotels CLASSIFYING SPECIALTYGOODS and SERVICES LG2 14-* * * Marketing Different Classes of Consumer Goods and Services Unsought Goo