市场营销学双语课件6PPT13什么是产品
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Can’t be separated from service providers.
Quality depends on who provide them and when, where and how
Can’t be stored for later sale or
服务质量链
Internal Service Quality
• Managing Service Productivity
– Train current or new employees – Increase quantity by decreasing quality
•
做无差错能手，向零缺陷迈进。20.11.1920.11.19Th ursday, November 19, 2020
• Multibrands
–New brand names introduced in the same product category.
• New Brands
包装
Competitive Advantages
Sales Tasks
Packaging
Product Safety
Identifies
什么是产品?
• Anything that can be offered to a marke for attention, acquisition, use or consumption.
• Satisfies a want or a need. • Includes:
–Physical Products – Services – Persons – Places – Organizations – Ideas
Labeling Promotes
Describes
Consistency
产品组合决策
Width number
of differen
t pLreondgutcht
-litnoetasl number of items within Detphteh nulimnebser
of version
s of each
New Brands
品牌战略
• Line Extension
–Existing brand names extended to new forms, sizes, and flavors of an existing product category.
• Brand Extension
–Existing brand names extended to new product categories.
Product Mix all the product
lines offered
服务的特性
Intangibility Inseparability
Variability Perishability
Can’t be seen, tasted, felt, heard or smelled before purchase.
Product Attributes
Branding
Packaging
Labeling
产品特性决策
Quality
Features
Design
品牌
Consistency
Quality & Value
Attributes Association
Advantages of
Brand Names
Brand Equity
•
天长地久有时尽，9000推行无绝期。09:51:0309:51: 0309:5111/19/2020 9:51:03 AM
•
质量是成功的伙伴，贯标是质量的保 障。20.11.1909:51:0309:51N ov-2019-Nov-20
•
优质产品，是走向世界的桥梁。09:51:0309: 51:0309:51Th ursday, November 19, 2020
– Develop offer, delivery and image with competitive advantages.
• Managing Service Quality
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
Identification Loyalty
Credibility
Awareness
品牌决策
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
产品整体概念
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
AfterSale Servic
Warranty
产品层次
Brand Strategy
Line ExteBiblioteka Baidusions Brand Extensions
Multibrands
品牌战略决策
Brand Name
Existing
New
Product Category
Existing
New
Line Extension
Brand Extension
Multibrands
•
处处讲质量，贯彻生产线。20.11.1920.11.1909:51:0309:51: 03November 19, 2020
•
不要小看自己，人有无限可能。2020年11月19日上 午9时51分20.11.1920.11.19
Health Service Profits and Growth
Satisfied and Loyal Customers
Satisfied and Productive Serv
Employees
Greater Service Value
服务性企业的营销战略
• Managing Service Differentiation
Quality depends on who provide them and when, where and how
Can’t be stored for later sale or
服务质量链
Internal Service Quality
• Managing Service Productivity
– Train current or new employees – Increase quantity by decreasing quality
•
做无差错能手，向零缺陷迈进。20.11.1920.11.19Th ursday, November 19, 2020
• Multibrands
–New brand names introduced in the same product category.
• New Brands
包装
Competitive Advantages
Sales Tasks
Packaging
Product Safety
Identifies
什么是产品?
• Anything that can be offered to a marke for attention, acquisition, use or consumption.
• Satisfies a want or a need. • Includes:
–Physical Products – Services – Persons – Places – Organizations – Ideas
Labeling Promotes
Describes
Consistency
产品组合决策
Width number
of differen
t pLreondgutcht
-litnoetasl number of items within Detphteh nulimnebser
of version
s of each
New Brands
品牌战略
• Line Extension
–Existing brand names extended to new forms, sizes, and flavors of an existing product category.
• Brand Extension
–Existing brand names extended to new product categories.
Product Mix all the product
lines offered
服务的特性
Intangibility Inseparability
Variability Perishability
Can’t be seen, tasted, felt, heard or smelled before purchase.
Product Attributes
Branding
Packaging
Labeling
产品特性决策
Quality
Features
Design
品牌
Consistency
Quality & Value
Attributes Association
Advantages of
Brand Names
Brand Equity
•
天长地久有时尽，9000推行无绝期。09:51:0309:51: 0309:5111/19/2020 9:51:03 AM
•
质量是成功的伙伴，贯标是质量的保 障。20.11.1909:51:0309:51N ov-2019-Nov-20
•
优质产品，是走向世界的桥梁。09:51:0309: 51:0309:51Th ursday, November 19, 2020
– Develop offer, delivery and image with competitive advantages.
• Managing Service Quality
– Empower employees – Become “Customer obsessed” – Develop high service quality standards – Watch service performance closely
Identification Loyalty
Credibility
Awareness
品牌决策
Brand Name Selection
Selection Protection
Brand Sponsor
Manufacturer’s Brand Private Brand Licensed Brand Co-branding
产品整体概念
Augmented Product
Delivery & Credit
Installation
Brand Name
Quality Level
Packaging
Core Benefit
or Service
Features Design
AfterSale Servic
Warranty
产品层次
Brand Strategy
Line ExteBiblioteka Baidusions Brand Extensions
Multibrands
品牌战略决策
Brand Name
Existing
New
Product Category
Existing
New
Line Extension
Brand Extension
Multibrands
•
处处讲质量，贯彻生产线。20.11.1920.11.1909:51:0309:51: 03November 19, 2020
•
不要小看自己，人有无限可能。2020年11月19日上 午9时51分20.11.1920.11.19
Health Service Profits and Growth
Satisfied and Loyal Customers
Satisfied and Productive Serv
Employees
Greater Service Value
服务性企业的营销战略
• Managing Service Differentiation