07 product 市场营销课件.pptVIP

4Ps Product（产品） Price（定价） Place（地点/渠道） Promotion（促销） Product, Services, and Branding Strategy Chapter 7 Road Map: Previewing the Concepts Define product and the major classifications of products and services. Describe the roles of product and service branding, packaging, labeling, and product support services. Explain the decisions companies make when developing product lines and mixes. Identify the four characteristics that affect the marketing of a service. What is a Product? Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Includes: physical objects, services, events, persons, places, organizations, ideas, or some combination thereof. What is a Service? A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Examples: banking, hotel, airline, retail, tax preparation, home repairs. Levels of a Product Core product Actual product Augmented product Consumer Products Products and services bought by final consumers for personal consumption. Convenience Products Purchased frequently immediately Low priced Mass advertising Many purchase locations Examples: candy, soda, newspapers Shopping Products Bought less frequently Higher price Fewer purchase locations Comparison shop Examples: furniture, clothing, cars, appliances Specialty Products Special purchase efforts High price Unique characteristics Brand identification Few purchase locations Examples: Lamborghini, Rolex Watch Unsought Products New innovations Products consumers do not want to think about Require much advertising and personal selling Examples: life insurance, cemetery plots, blood donation Industrial Products Those purchased for further processing or for use in conducting business. Industrial Products Materials and Parts: Raw materials, manufactured materials and parts Capital Items: Products that aid i