销售：管理有利润的客户关系9PPT格式课件下载.ppt

销售：管理有利润的客户关系9PPT格式课件下载.ppt

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Product,Services,andBrandingStrategiesChapter9ObjectivesBeabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.1ObjectivesUnderstandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.2CosmeticsCosmeticscompaniessellcompaniessellbillionsofdollarsbillionsofdollarsworthofproductsworthofproductsConsumersbuyConsumersbuymorethanjustamorethanjustaparticularsmellparticularsmellThe“promise”,The“promise”,image,company,image,company,name,package,andname,package,andingredientsareallingredientsareallpartoftheproduct,partoftheproduct,asarethestoresasarethestoreswhereitissold.whereitissold.TheCosmeticsIndustryCaseStudy3DefinitionsProductAnythingofferedtoamarketforattention,Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightacquisition,use,orconsumptionthatmightsatisfyaneedorwant.satisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanddoesnotresultinownershipofanything.anything.4WhatisaProduct?

@#@Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications5WhatisaProduct?

@#@ConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesFrequentpurchasesboughtwithminimalboughtwithminimalbuyingeffortandlittlebuyingeffortandlittlecomparisonshoppingcomparisonshoppingLowpriceLowpriceWidespreadWidespreaddistributiondistributionMasspromotionbyMasspromotionbyproducerproducerTypesofConsumerTypesofConsumerProductsProducts6WhatisaProduct?

@#@ConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesLessfrequentpurchasesrequiringmoreshoppingrequiringmoreshoppingeffortandprice,quality,effortandprice,quality,andstylecomparisons.andstylecomparisons.HigherthanconvenienceHigherthanconveniencegoodpricinggoodpricingSelectivedistributioninSelectivedistributioninfeweroutletsfeweroutletsAdvertisingandpersonalAdvertisingandpersonalsellingbyproducerandsellingbyproducerandresellerresellerTypesofConsumerTypesofConsumerProductsProducts7WhatisaProduct?

@#@ConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceStrongbrandpreferenceandloyalty,requiresandloyalty,requiresspecialpurchaseeffort,specialpurchaseeffort,littlebrandcomparisons,littlebrandcomparisons,andlowpricesensitivityandlowpricesensitivityHighpriceHighpriceExclusivedistributionExclusivedistributionCarefullytargetedCarefullytargetedpromotionbyproducerspromotionbyproducersandresellersandresellersTypesofConsumerTypesofConsumerProductsProducts8WhatisaProduct?

@#@ConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessLittleproductawarenessandknowledge（orifandknowledge（orifaware,sometimesaware,sometimesnegativeinterest）negativeinterest）PricingvariesPricingvariesDistributionvariesDistributionvariesAggressiveadvertisingAggressiveadvertisingandpersonalsellingbyandpersonalsellingbyproducersandresellersproducersandresellersTypesofConsumerTypesofConsumerProductsProducts9WhatisaProduct?

@#@ProductandServiceClassificationsConsumerproductsIndustrialproductsvvMaterialsandpartsMaterialsandpartsvvCapitalitemsCapitalitemsvvSuppliesandservicesSuppliesandservices10WhatisaProduct?

@#@ProductandServiceClassificationsOrganizations,persons,places,andideasOrganizations,persons,places,andideasvvOrganizationalmarketingmakesuseofcorporateOrganizationalmarketingmakesuseofcorporateimageadvertisingimageadvertisingvvPersonmarketingappliestopoliticalcandidates,Personmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsentertainmentsportsfigures,andprofessionalsvvPlacemarketingrelatestotourismPlacemarketingrelatestotourismvvSocialmarketingcampaignspromoteideasSocialmarketingcampaignspromoteideas11ProductandServiceDecisionsIndividualProductProductLineProductMixProductattributesProductattributesQuality,features,styleQuality,features,styleanddesignanddesignBrandingBrandingPackagingPackagingLabelingLabelingProductsupportProductsupportservicesservicesKeyDecisionsKeyDecisions12ProductandServiceDecisionsIndividualProductProductLineProductMixProductlinelengthProductlinelengthLinestretching:

@#@Linestretching:

@#@addingaddingprod