西方市场营销学9-Product.pptVIP

Product, Service and Experiences Product – Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Product is Tangible. Service – Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Today, as products and services become more and more commoditized, many companies are moving to a new level in creating value for their consumers. To differentiate their offers, they are developing and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are memorable. Products and services are external, experiences are personal and take place in the minds of individual consumers. Product Classification The core/physical product The facilitating/ functional product The augmented/ symbolic product Supporting product Product Line VS Product Mix Product Line : Product extension Product Mix : The package that offer to the market Product Classification Consumer Products 1. Convenience products 2. Shopping products 3. Specialty products 4. Unsought products – consumer either does not know about or know about but does not normally think of buying Industrial products Material and parts Capital items Supplies and services Individual product decisions Product Attributes Product quality Product features Product style and design Branding Brand name selection Brand sponsor – manufacturer’s brand, private brand, licensed brand, co-brand ( the practice of using the established brand names of two different companies on the same product ) Brand strategy – new brands, line extension, brand extension, multibrands Service Culture Characteristics of Service Marketing 1) Intangibility 2) Inseparability 3) Variability 4) Perishability Management Strategies for Service Businesses 1) Tangibilising the product: Trade dress, Employee uniform costumes, Physical sur