?????:Kotler

1
?????????????

• ?????
• ???????
• ?????????????
• ????
• ????????????
• ?????Kotler Armstrong,Principles of Marketing
  ,10th Edition,????,2004,?????,????,CH2

2
?????

• ??(product)????????????????,???????????????????,??
  ????????????????????,?????????
• ??(services)????????,???????????????????,?????????
  ?????????

3
????????

• ????????(market offering)???????????????????,?????
  ?????,???????????????????????????????????
• ????????,??????????????,??????-???????????????????
  ????,??????????,????????????????,???????????????

4
????????

• ???????????????????
• 1.????(core benefit)???????????????????????????
  ????????????????
• 2.????(actual product),????????????????????????
  ??
• 3.?????????????????????????(augmented product)?

5
?9-1 ???????
????
????
?? ??
??? ??
????
??
????
????
??
??
??
??
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.314?
6
????????

• ????????????????????-????????
• ????,?????????????????????????,????

7
???(consumer products)

• ??????????????????????????????????????????????????
  ????????????,??????????????????????

8

• ???(convenience products)?????????,??????,???????
  ?????????????
• ???(shopping products)?????????,?????????????????
  ??????????????????????????????
• ???(specially products)???????????????????,??????
  ?????????????????Lamborghini???
• ???(unsought products)???????,???????????????????
  ????????

9
?9-1 ??????????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.318?
10
?9-1 ??????????(?)
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.318?
11
?9-1 ??????????(?)
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.318?
12
???(industrial products)

• ??????????????????????????????????????????????????
  ??????????????????,?????????????????
• ?????????????????????????????????????????????????
  ???????

13

• ????????????????????????,?????????????????????(??
  ??)????????????????????????????????
• ?????????????????????????????????????????????????
  ?,?????????????????????????????

14
???????????

• ?????????????,????????????????????????????????????
  ????????????????
• ?????????????,????????????????????
• ????(Place marketing)?????????????????????????????
  ?
• ????(Social marketing)????????????????????????????
  ,??????????

15
???????

• ?????????????????????
• 1.??????
• 2.?????
• 3.??????

16
?????????

• ???????????????????????(product
  attributes)???(branding)???(packaging)???(labeling
  )???????(product-support services)???????

?9-2 ??????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.322?
17

• ???????-
• ??????????????????,??????????????????????????-???
  ????
• ???????????????????,????????????????????,????????
  ????
• ????????????????????????????????????

18

• ????-
• ??(brand )?????(name)???(term)???(sign)???(symbol)
  ????(design)??????????????????????????????
• ????????????????,??????(branding)?????????

19

• ????-
• ??????????????????????????????????,???????????????
  
• ????????????????????,?????????,??????????????

20

• ????-
• ??????????????????????????????,???????????????????
  ??????????????
• ????????-
• ??????????????????????????????????????????,???????
  ?????????????????????

21
?????

• ???(product line)?????????,??????,???????,????????
  ?,??????????
• ??????????????-???????????????????,?????????,?????
  ???????????????,????????
• ????????????
• 1.????????????,??????????
• 2.??????????????????????????

22
??????

• ????(product mix,?????,product assortment)????????
  ??????????????
• ?????????????????????????,???????????????????????
  ????????????????????????????????,?????????????????
  ?????????????????????????,???????????

23
?????????????

• ????-
• ?????????,????????????????????????????????????????
  ?????????????????????????????????????????,??????(?
  ???????????)?????
• ?????????????????????

24
???????-

• ?????????????????????????????,??????

?9-3 ?????????
???? ?? ?? ??
??????? ???? ????
????? ????? ???? ???? ????
???? ????? ???? ??? ???
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.333?
25
????

• ????????????????????????????????????????????????,?
  ??????????????????????????????????????????????????
  ?????,????????????????

26
???????

• ???????????
• (1)????????????????
• (2)???????????,???????????????
• (3)????????????
• (4)????????????
• (5)??????(??)??????
• (6)?????????????????

27
?????

• ?????????????????????????(???????),????????????,??
  ?????????(??????,??????)????????????????????,?????
  ?????,?????????????,??????????

28
??????????

• ??????????????????????????(?????)?????????,???????
  ?????????,????????????????,???????????????,???????
  ????????
• ??????????????????,??????????,???????????????,????
  ?????????????????????????(slotting fees)?

29
????

• ???????????????????,??????????????????????????????
  ?????????????????
• ????????????????????,???????????????????,?????????
  ????????????

30
????

• ??????????????????????????????????Nabisco??Pillsbu
  ry???Pillsbury Oreo Bars?????
• ??????????????????????????,???????????????????????
  ??????????????????????????????????
• ???????????,??????????????????????

31
????

• ????????????????
• 1.???????????????,????????????,??????????
• 2.????????????????
• 3.??????????????????
• 4.????????????????

32
?9-4 ??????
???? ??? ??
????? ???? ???
???
??? ?? ????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.337?
33

• ?????-????????????????????,???????????????????????
  ????
• ????-?????????????????????????????????????????????
  ?????????????????????????????????

34

• ???-??????????????????????????????????????????????
  ??????????
• ???-??????????????,???????????????????????????????
  ?

35
????

• ????????????????,?????????????????????????????????
  ????????
• ??,???????????????,???????????????????????????????
  ???????????????,??????????????????????????????Web?
  ???

36

• ???????????????,??????????????????????????????????
  ???????????,????????????
• ??,??????????????????,??????????????????,?????????
  ????????

37
????

• ??????????????????????????????
• ????????(service intangibility)??????,????????????
  ??????,?????????????????????????????,?????????????
  ?????????

38

• ????????(service inseparability)???????,?????????,
  ??????????????,?????????????????????????,?????????
  ???,????????,??????????,?????????????

39

• ???????(service variability)?????????????????????,
  ????????
• ???????(service perishability)?????????????????

40
?9-5 ???????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.337?
41
??-???

• ??????????
• 1.??????
• 2.?????????????
• 3.???????
• 4.?????????
• 5.??????????
• ????????????4P?,?????????????

42

• ????(internal marketing)?????????????????????????,
  ???????????????????????
• ????(interactive marketing)????????????????-??????
  ?????
• ??????????????????????????????????????

43
??
????
????
??
??
????
?9-6 ??????????
???? Kotler Armstrong,Principles of Marketing
,10th Edition,????,2004,?????,????,P.344?
44
??????

• ???????????,?????????????????????????????????????,
  ????
• ??????????????????????????????????????????????????
  ??????????,????????????????,???????????????,??????
  ????????????????

45
??????

• ?????????????????????????????????????????????-????
  ????????????????????????????
• ??????????????????,????????????????????????????,??
  ?????????

46
???????

• ?????????,????????????????????????????????????????
  ????????,?????????????????????????????????
• ???????????????????????????,?????????????????,??
  ????????????

47
????????????

• ?????????
• ??????????????????????????,?????????????????????
  ????,???????????????????????,??????
• ??????????
• ?????????????????????,????????????????????????,?
  ????????????????????????????