4ps产品、价格、促销、渠道.pptxVIP

international marketing mix(4Ps)Chapter 6 No.1 Product Decision1.Product and its 5 featuresDefinition:★A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.Eg: A romantic perfume, a National Day vacation tour, ——all these are product. ★Five featuresJohn Fayerweather suggested 5 important features that are relevant to global marketing product decision, includingprimary functional purpose,secondary purposeDurability(耐久性) and qualitymethod of operationmaintenance1) primary function is that a product is firstly designed to have. Eg: For a high-developed social level, the primary function of a cell phone is to communicate. For a less developed social level, a mobile phone is not only a communication tool but also a symbol of higher social position.2)Thus, the product has a secondary function: a symbol of social position.Dior cell phone3) Durability and quality are very important part to be considered.4) the fourth characteristic is method of operation. This indicates that a product should be designed according to the conditions of its target market. For example, in the UK and Australia, drivers is on the right, while in China, drivers sight on the left. An automobile marketer must take this into consideration when doing product design.5) The last feature is maintenance. The service of maintenance vary in different parts of the world.A.O.SMITH售后服务2. Product classification★Traditionally, classification of product is based on users, hence the consumer goods and industrial goods.1) consumer productsThey are products bought by final consumers for personal consumption.Based on how consumers buying them, consumer products can be further classified.A: convenience products（便利品） are those that consumers usually buy frequently. They are usually low priced and widely available. Soap, candy, newspapers are in this catalog.胡蝶1940s力士香皂广告B: shopping products（选购品） are those purchased by consumers after