产品推销英文版

Industrial goods and services that enter the finished product partly, including installations and accessory equipment.
– Installations consist of buildings and fixed equipment.
Chapter 1 Developing and maintaining knowledge of products and service
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Chapter Objective
1. Define the term product, including the core, actual and augmented product, product line.
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Specialty products
Consumer goods and services that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort.
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Discussion Is Microsoft a product or a
service? Why?
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Chapter 2 Recommending product and services
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Needs Want Demand
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Needs
Human needs are the most basic concept underlying marketing
States of felt deprivation Humans have many complex needs
including physical, social and individual needs
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Needs
When a need is not satisfied, a person will either try to reduce the need or look for an object that will satisfy it
– Raw materials include farm products and natural products.
– Manufactured materials and parts include component materials and component parts.
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Capital items
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The level of products cont.
Core product is the problem-solving services or core benefits that consumers are really looking for when they buy a product
People in less economically developed societies might try to reduce their desires and satisfy them with what is available
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What
Wants are the form taken by human needs and are shaped by culture and individual personality.
2. Explain services classifications and discuss the marketing of services.
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Product
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In your opinion， what is product？
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Definition
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
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Exercise
Base on Figure 1.1 (Three Levels of Product),
Take the airline company as a example to illustrating three levels of its product
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Product Classifications
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Characteristics of Services
Intangibility
Inseparability
Variability
Service
Perishability 27
Service consumption mostly involves people in service encounters, services are experiential in nature and often require special measures to assess quality such as mystery shoppers
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The level of products cont.
Actual product is a product’s parts, quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits
这是不满足程度最高的情况。你已经不满到想拖人下 水的境地。
画波状蛇的人，预示着要向某处移动。需求与供给均 衡运转，正处在妥善处理不满情绪的状态。
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Demand
Demands are the human wants that are backed up by buying power
When people have the money to purchase the need-satisfying object there is then demand
B2B refer to business to business
B2B product means: goods purchased by individuals and organisations for further processing or for use in conducting a business
Base on how consumers go about buying them, it include: convenience, shopping, specialty and unsought products
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Classification
Convenience
Shopping
Types of Consumer Products
Products may classes based on the types of consumers that use them
– Consumer products – Business-to-business products
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Consumer product
Consumer products are products brought by final consumers for personal consumption.
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把蛇画成像棒子一样僵直的人，正处于满足于现状之 中，是淡泊的人，并不作超出自身能力的妄想。
卷缩成盘状的蛇，表示得不到满足的欲望即将爆发。 不过，如果只是卷成盘状的蛇，虽然表达出某种程度 的不满足，但也仅仅是在静静地储存力量。相反地， 如果是扬起脖子的蛇，则是不满的程度很强烈，若蛇 伸出「嘶嘶－」叫的舌头，则表示即将爆发
Unsought Goods
Specialty
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Convenience products
Consumer goods and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort
Supplies are the convenience product of the business market and are usually purchased with minimum effort or comparison.
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Services
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Services
Service organisations offer customers something that is intangible: the interaction does not result in the ownership of anything that endures
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B2B Product Classification
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Materials and Parts
Industrial goods that become part of the buyer’s product completely, including raw materials and manufactured materials and parts.
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Unsought products
Consumer goods and services that the consumer either does not know about or know about but does not normally think of buying.