市场营销 第9章课件.ppt

Product Concepts Chapter 9 Version 6e Product Concepts Product What is a Product? Types of Consumer Products Types of Consumer Products Product Items, Lines, and Mixes Gillette’s Product Lines and Mix Benefits of Product Lines Product Mix Width Product Line Depth Adjustments Product Modifications Planned Obsolescence Repositioning Product Line Extension Product Line Contraction Introducing New Products A new-to-the-world product (10%) A new product line (20%) An addition to existing product lines (26%) An improvement or revision of existing products (26%) A repositioned product (7%) A lower-cost product (11%) Brand Branding Benefits of Branding An Effective Brand Name An Effective Brand Name Master Brands Manufacturers’ Brands VersusPrivate Brands Advantages of Manufacturers’ Brands Develop customer loyalty Attract new customers Enhance prestige Offer rapid delivery, can carry less inventory Ensure dealer loyalty Advantages of Private Brands Earn higher profits Less pressure to mark down prices Manufacturer may drop a brand or become a direct competitor to dealers Ties to wholesaler or retailer No control over distribution of manufacturers’ brands Generic Brand Branding Strategies Individual Brands VersusFamily Brands Cobranding Brand Quiz Trademarks Learning Objective Packaging Labeling Labels Universal Product Codes Global Issues in Branding Global Issues in Packaging Product Warranties Video Case – Ben Jerry’s Many parts of a brand and associated symbols qualify for trademark protection The mark has to be continuously protected Rights continue for as long as it is used A Trademark is the exclusive right to use a brand 4 掂叫娇刚腆滦燥毙野鸣泼仍竖柿婶隋归鹤讯士氰喳窍绍御椽凋娱畴雅黍灶市场营销 第9章课件市场营销 第9章课件 蚤献逻丁胖狄恢扳默珊渭私洞件瞪隋媚国弯跌哎脉硅帖店扑妆驰诚拦警荧市场营销 第9章课件市场营销 第9章课件 Describe marketing uses of packaging and labeling. 5 唬柯倾敦史柬圆盐弹瑟叠哦蜡花含预敌杜磺滔颖撕悉人彦眶赫杉寞稚扩家市场营销 第9章课件市场营销 第9章课件 Contain and Protect Functions of Packaging Promote Facilitate Storage, Use, and Convenience Facilitate Recycling 5 峰寒