unit-8-Product-&-Pricing-(2)PPT推荐.ppt

1、Product&#Pricing（）,Unit 8,Lead-in,To further understand product and pricing,we study branding and packaging.Correct pricing objectives and policies can make the company management more efficient.The international competition is getting fiercer and fiercer.The equal value exchange principle makes the

2、 pricing tactics of enterprises face a lot of new difficult problems.,After studying this unit,you will be able to:#,Understand what branding and packaging are.Discuss the information of pricing objectives,policies and strategies.Explain relations between product and pricing.,Content,Further Develop

3、ment,Text A Branding and Packaging,1.Definition of branding,2.Origin of Branding,3.Meaning of a Brand,4.Relation between commodity and brand,5.Relation between branding and the trademark/brand,6.Explanation of“R”and“TM”,7.Structure of Branding,8.Comparison between branding and the trademark,Text A:#

4、Exercises,9.Description of Branding,10.Classification of Branding,11.Packaging,Definition of branding,Branding is what people think of when they hear or see your companys name with the set of characteristics that a consumer uses to identify your product or services.,Branding and Packaging,Origin of

5、Branding,brandr（ancient Norwegian）branding=brand（English）,Branding and Packaging,Meaning of a Brand,Branding and Packaging,the dog tag about the livestock a commodity identification sign,Relation between commodity and brand,100 commodities=100 brands,Branding and Packaging,Branding and Packaging,Rel

6、ation between branding and the trademark/brand,branding the trademark/brand,Branding and Packaging,Explanation of“R”and“TM”,R=registered trademark,“TM”=an unregistered trademark,Branding and Packaging,Structure of Branding,brand name+brand sign+brand role+trademark=branding,Branding and Packaging,Co

7、mparison between branding and the trademark,Branding:#a marketing conceptThe trademark:#a law concept,Branding and Packaging,Description of Branding,Branding image with the quality and characteristics of the product or service,Branding and Packaging,Classification of Branding,famous branding excelle

8、nt brandingoutstanding brandinggood brandingstrong branding top branding,Branding and Packaging,Packaging,It is used to attract customers attention.,It includes the designing and production of a container or wrapper.,It can also be used for promoting the brand image and distinguishing products.,Bran

9、ding and Packaging,Packaging,brandingpackaging end consumer,Branding and Packaging,Packaging,3 general parts:#inner packaging（direct product container）middle-level packaging（outside protection）outer packaging（transporting package）,Branding and Packaging,Packaging,It is a kind of culture,and even mor

10、e a kind of product image.Good packaging can embody the product style and value sufficiently.,Text A:#Exercises,Branding includes the_ and trademark.a.brand nameb.brand signc.brand roled.all the above _ becomes a commodity identification sign.a.A trademarkb.Trademarkc.Brandingd.Packaging Product als

11、o needs unique _ to attract customers attention.a.dress b.packaging c.box d.case,I.Comprehension Choose the best answer for the following.,1,2,3,Text A:#Exercises,A crucial element for successful packaging is to develop a relationship between _.a.the worker and the factoryb.the product and the creat

12、orc.the branding and the end consumerd.the brand and the marketer _ packaging can embody the product style and value sufficiently.a.Poor b.Inferior c.Bad d.Good,5,4,I.Comprehension Choose the best answer for the following.,1.This man falls down once again.He appears to have drunk a lot of.2.In addit

13、ion,this program makes it easy for customer to create application to meet the requirement to get the Windows XP.3.Dust and dirt soon if a house is not cleaned regularly.4.The radioactive material is stored in a special radiation-proof.5.People voted and decided to preserve the distinct of an old tow

14、n.6.The deal had the approval of the president.7.The salesperson branding with the packaging.8.Children in the hide-and-seek game are expected to be heard but not seen.,II.Vocabulary Fill in the blanks with the words or expressions given below.Change the form where necessary.,accumulate logo associa

15、te identitycontainer liquor customarily tacit,Text A:#Exercises,container,_,liquor,_,logo,_,accumulate,_,customarily,_,identity,_,tacit,_,associated,_,People need different dressing in daily activities to draw the attention.Products also need unique packaging to attract customers attention.The curre

16、nt economics makes a lot of people establish their own businesses.It is the highly competitive retail market as the widely variety choices of the similar products.Therefore,marketers must take efforts on their product packaging to stimulate customers to buy their products.,III.Translation Put the following into Chinese.,Text A:#Exercises,为了引人注目，人们在日常生活中需要穿衣打扮。#产品也需要独特的包装来吸引顾客注意。#为了适应现代经济发展，许多人开办自己的企业非常具有竞争性的零售市场，作为类似产品种类繁多的选择。#因此，销售商必须在他们的产品包装上想方设法吸引顾客购买。#,_,2.Branding defines the features and attributes that