課件全球營銷-8.product

ProductandBrandDr.JinBasicProductAproductisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedor-PhilipAproductisagood,service,orTangibleProductSource:PhilipKotler,MarketingManagement,11/E,Prentice-Hall,2003,p.

ConsumerConvenienceShopSpecialty特殊相當多的者一的作出努力，Unsought非渴求品：消費者未曾聽，或即便一般也不一般也不CharacteristicsofConsumerTypeofConsumerandVeryPlanningVeryTimeforRelativelyRelativelyPriceandUsuallyFrequencyOftenSource:Etzel,WalkerandStanton(2004),Marketing,13/E,NewYork:McGraw-MarketingConsiderationsofConsumerTypeofLengthofShorttoImportanceofAnysinglestorerelativelyVeryNo.ofFew,often1inamarketStockGrossWhoPOPVeryLessLessBrandorstoreBrandStoreVeryLessLessProductTangibleTangibleServiceTangibleProduct風形 可維修特

可靠性能質(zhì)

耐用一致性質(zhì)Bang&Olufsen其實我是個收音機。。拖安全性能節(jié)能新西蘭有趣家居巴西的ScherrPortablegrill炭燒Alessi 廚房計時器（kichen鹽和胡椒粉調(diào)味瓶（saltandpepper拌蛋杯（eggcupwithsaltcastorand德國Ritzenhoff(）Service訂貨方交安

維修

服務差成Product成ProductComponent產(chǎn)品設(shè)計，例如產(chǎn)品的風味、色彩、口味、香國對商護法不）支持服等等（受教育程度不同的國家產(chǎn)品說明書不同GlobalGlobalServicesServicesvs.CharacteristicsofAservicecannoteasilybeTheserviceisnotexactlythesameeachServicesareproducedwhentheyareAservicecannotbeTopTopConsumerServicesFinancial

HealthOpportunitiesOpportunitiesintheGlobalServiceDeregulationofServiceIncreasingDemandforPremiumIncreasedValueServiceServiceGlobalizationImmediateFace-to-FaceContactswithServiceDifficultiesinMeasuringCustomerSatisfactionWhatisWhatisa“Aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.”Globalvs.NationalGlobalWorldwideuseofaname,term,sign,symbol,design,oracombinationintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitors.NationalSuccessofGlobalTopGlobalBrandValues(#1- TopBrandValues(#11- GlobalTrade-UnifiedbrandEasyforbrandCostBrandStrategy

BrandBrand

New Product

LineIntroducingadditionalitemsinthesameproductcategoryunderesamebrandNew,ZeroorCherrycoke?Regularordiet?Caffeineorcaffeine-Positive:higherchanceofsurvivalthanbrand-newproductNegative:leadtothebrandnamelosingitsspecificmeaning

BRAND-STEATEGY

MultibrandingIntroducingadditionalbrandsinthesamePositive:tolockupmoredistributorandtoprotectitsmajorbrandsettingup“flankerNegative:obtainonlyasmallmarketNonemaybeparticularlyMultibranding:Coca-Enough

NewBrandsAcompanymaycreateanewbrandnamewhenitentersanewproductTwoormorewell-knownbrandsarecombinedinanSonyEricssonMobile

BrandUsingitsexistingbrandnametolaunchnewproductinPositiveinstantrecognitionandfastersavehighadvertisingcostrequiredtobuildanewbrandGEthefinancialservicearmofGeneralElectricCo.al:CreditCards,StudentLoans,Mortgages,AutoLoans,Savings,alLoans,Credit

BrandExtension(con’t)negativeside-confusetheimageofmain“brandthebrandnamemayloseitsspecialpositioningintheconsumer’smindthroughoverextensionNationalNationalBrandsthathaveachievedsuccessinaRepresentthelifebloodofdomesticEntrenchedlocalproducts/brandscanbesignificantcompetitivehurdletoglobalCountryofOriginasBrandPerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesCountryofOriginasBrand 欠發(fā)達國家更如何克服原產(chǎn)地效應的影響OtherProductandBrandSource: Source:CarolH.AndersonandJulianW.Vince(2000),StrategicMarketingManagement,Houghton-ProductProductLifeCyclePeakLowerthanHighandEarlyLateShakeoutFurtherProductProductLifeMarketingEarlyLateBuildProtectHoldOfferTightenline,PhaseweakProductHoldlengthofReduceReducetoMatchorHoldorReduce,butStrongdealerwiderStressCriticismToPLCPLC曲線變化沒有的實際功對產(chǎn)品的現(xiàn)有地產(chǎn)品可能沒有經(jīng)個別產(chǎn)品在每個GlobalProductPlanning:Strategic

Strategy2:ProductExtensionStrategy2:ProductExtensionStrategy4:DualAdaptationStrategyStrategyProductDualCharacteristicsCharacteristicsofRelativeRelativeBRAND

被認知的創(chuàng)新特被認知的新穎程ForcesAffectingDiffusion文使用的溝通方NewProductsinGlobalSpeedinnewproductdevelopmentrankshighestineffectonbothmarketshareandgrowthofmarketshare……Innovation-thatiscompetitivelydistinctivenewproducts-ranksveryhighindrivinggrowthinmarketThreefactors-gettingtomarketquicklyfeelforthemarketandinnovation-togetherhavethestrongestinfluenceongrowthinmarketshareandallrelatetothenewproductdevelopmentfunction。Source:Source:AdaptedfromNoelCaponandJamesM.Hulbert(2001),MarketingManagementinthe21stCentury,Prentice-Hall,NewProductDevelopmentMarketMarketMarketIdentifyingNewProductWhatisanewNewtothosewhouseitorbuyNewtotheNewtoa市場市場總銷量的替換性的重新量市場需求能否持新產(chǎn)品是否會影響新產(chǎn)品能否增加銷能否帶來更大的利公司是否具有研能新產(chǎn)品是否符合公司的生財務與員工能力是否足行銷環(huán)境和競爭對手有否帶來什么沖擊，如何應對方法HowbigisthemarketforthisproductatvariousWhatarethelikelycompetitivemovesinresponsetoouractivity?CanwemarkettheproductthroughexistingCanwesourcetheproduct ostthatwillyieldanadequateprofit?DoesproductfitourstrategicdevelopmentProductDeveloaglobalproductAdaptationsfordifferentMarketWhattypeofHowWhatkindofHowtoapplytest

試銷方-標準市場-模擬市場-有控制的