出口行销学ch6

One product may be seen several ways
Assignment
The buying behaviour of several customers or potential customers is described below for Kodak digital cameras. Assume in each situation that the customer being described is representative of a particular group of customers-all possessing the customerssame needs and exhibiting similar buying behaviour. behaviour. Then (a) indicate in which consumer product class Then the product should be placed based on the characteristics of each group of customers, and (b) state why you placed the product in this class.
Hotel
Surprise and delight: TV, Internet; flowers; Fast and good service; Fast checkout; waking-up Service; good dinner; etc.
Rest and Core sleep
benefit
3.1 Consumer Product Classes
Convenience
Staples, impulse; emergency
Shopping
Consumer Product Classes
Based on how customers think about and shop for products
Exhibit 9-3 P260
Homogeneous; heterogeneous
Specialty Unsought
New unsought; Regularly unsought
3.1.1 Convenience Products – purchased quickly (p262)
Convenience products: products a consumer products: needs but isn’t willing to spend much time or effort shopping for. Staples: Staples: bought often, routinely, and without much thought, toothpaste. Impulse goods: bought quickly as unplanned goods: purchases because of a strongly felt need. Emergency goods: purchased immediately when goods: the need is great, such as umbrellas during a rainstorm.
Chapter 6:
Product Planning for Goods and Services
Main Points
What is a product? Product classes Branding, packaging and warranties PLC(product life cycle) New product
3.1.3 Specialty Products(p262) -- no substitutes, please!
Specialty products: consumer products that the customer really wants and makes a special effort to find. Cars, stereo components, photographic equipment, men’s suits, etc. Any branded product that consumers insist on by name is a specialty product.
Goods and Services (P257)
A product may be a physical good or a service or a blend of both. A good is a tangible, physical item that can be seen and touched. A service is a deed performed by one party for another. Difference b/w goods and services. Time of production; supply and demand balance; economies of scale
Augmented product delivery, installment maintaining, consultant, training, financing, etc. Core Core benefit benefit Tangible product quality, appearance, style, brand, packing, design, features,etc.
Strategic Planning for Product
Target Market
Product
Place
Promotion
Price
Product Idea
Physical good/service Features Quality level Accessories Installation Instructions Product line
1. What “Product” really means
Product(p255): the need-satisfying offering of a needfirm (goods, services, experiences, events, persons, places, properties, organizations, information and ideas.) A product - total satisfaction (the right service, a physical good with the right features, instructions on use, convenient packaging, warranties, and the like.(p256)
Basic expectation: Clean bed; new towels; Clean and working washing Room; quiet environment, etc.
Quality (P256)
Quality: Quality: a product’s ability to satisfy a customer’s needs or requirements. Quality focuses on the customer feelings. Differentiate “technical quality” and “perceived quality”.
2. Product Lines (p260)
Product assortment/mix: the set of all assortment/mix: product lines and individual products that a firm sells. Product line: a set of individual products that line: are closely related. ( be produced or operated in a similar way; sold to the same target market; sold to the same types of outlets; priced at about the same level.) Individual product: a particular product product: within a product line.( differentiated by brand, level of service offered, price, or some other characteristic)
EXHIBIT 9-1 P256
Brand
Package
Warranty
Type of Brand: Individual or family Manufacturer or dealer
Protection, Promotion, (or both)
None, full, or limited
The Levels
3. Product Classes (p260)
Consumer products(p261): products products(p261): meant for the final consumers. Business products(p261): products products(p261): meant for use in producing other products. Basis - type of customer
3.1.2 Shopping Products are compared (p262)