【市场营销英文版】13.ProductStrategy.pptVIP

Product Strategy Product Strategy Definition: Product A product is anything that can be offered to a market to satisfy a want or need. This can include: physical goods, services, experiences, events, places, properties, organizations, information, and ideas. Product Strategy Customers usually judge products on three criteria: Product features and quality Services mix and quality Price appropriateness Product Strategy Customer Value Hierarchy: When products are developed, five levels of value often are considered: Core benefit Basic product Expected product Augmented product Potential product Product Strategy Core benefit: product’s fundamental service or benefit offered. Basic product: product derived from the core benefit. Expected product: product with all of its attributes and conditions expected by customers. Augmented product: product with all of its attributes and conditions that exceed customer expectations. Potential product: product during and after all of the augmentations and transformations that might occur in the future. Product Strategy Product Classifications: Marketers usually classify products on the basis of three characteristics: Durability Tangibility Consumer/industrial use Product Strategy Durability: product’s useful life. Tangibility: a product’s degree of substantive-ness Consumer/Industrial use: who uses it, consumers or businesses Product Strategy Other important marketing considerations include: Packaging Labeling Warranties and guarantees Product Strategy Packaging: Several factors have helped packaging become important to marketers. They include: Self-service natural of most retail stores Consumer affluence and the willingness to pay a little more The importance of company brands and images Opportunity to innovate Product Strategy Packaging must achieve a number of objectives, including: Identify the brand Communicate descriptive and persuasive info Facilitate product transportation and protection Assist in home storage Aid