???? Product Strategy

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? 6 ?

• ????Product Strategy

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6.1 ??

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6.2 ????

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• ????????,???????,??,??,?????????????????????,?
  ?????????
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• Service intangible task that satisfies consumer
  or business user needs
• Goods-services continuum device that helps
  marketers to visualize the differences and
  similarities between goods and services

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U.S. TrustIllustrating That Services Are
Intangible U.S. Trust Asks Customers to Buy the
Promise of the Firms Expertise
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6.3 ?????

• ?????????? ?????
• Consumer products products destined for use by
  ultimate consumers
• Business (or B2B) products those that contribute
  directly or indirectly to the output of other
  products for resale.Also called industrial or
  organizational products

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6.3.1 ????????

• ????????????(perception)?????
• ??????????unsought products
• ??????????
• ??? convenience products
• ??? shopping products
• ??? specialty products

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? 6.2
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(1)???

• ???????,??????,??????????
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?????

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• ???? staples?????????????
• ????? impulse products???????? ,??????????
• ???? emergency items???????????

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(2)???

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• ?????? heterogeneous
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1865?
TargetTarget ad for a shopping product ??????
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(No Transcript)
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(3)???

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GucciA Specialty Product
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?6.1
Factor Convenience Products and Services Shopping Products and Services Specialty Products and Services
Consumer Factors Consumer Factors Consumer Factors Consumer Factors
Planning time involved in purchase Very little Considerable Extensive
Purchase frequency Frequent Less frequent Infrequent
Importance of convenient location Critical Important Unimportant
Comparison of price and quality Very little Considerable Very little
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???????????????
Factor Convenience Products and Services Shopping Products and Services Specialty Products and Services
Marketing Mix Factors Marketing Mix Factors Marketing Mix Factors Marketing Mix Factors
Price Low Relatively high High
Promotion Advertising and promotion by producer Personal selling and advertising by both producer and retailer Personal selling and advertising by both producers and retailer
Distribution channel length Long Relatively short Very short
Number of sales outlets Many Few Very few often one per market area
Importance of sellers image Unimportant Very important Important
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DEVELOPMENT OF PRODUCT LINES

• Product Line a series of related products

?? Cox Communications Has Developed Its Product
Line from Basic Cable Service to Hundreds of TV
Channels, High Speed Internet Connections, and
Digital Telephone Service
Now Youre Living
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6.4 ??????

• Product life cycle Progression of products
  through introduction, growth, maturity, and
  decline stages
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?????????,??????????????
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(No Transcript)
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??? ??? ??? ???

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Overlapping Life Cycles for Two Products
?6.7
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6.4.5 ?????????

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????????

1. ?????????(????????)
2. ??????
3. ?????????
4. ????,??,????

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?????????Product Deletion Decisions

• Product lines must sometimes be pruned and
  marginal products eliminated
• This decision is typically faced during the late
  maturity and early declined stages of the product
  life cycle
• An unprofitable item may be continued in order to
  provide a complete line for customers

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????PRODUCT MIX

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???????

• During the growth stage, a firm may lengthen or
  widen its product mix
• In maturity, the Company may decide to ad
  variations that will attract new users
• In decline, a product may be pruned or altered,
  and new product may extend the product life cycle
• Line extension introduction of a new product
  that is closely related to other products in the
  firms existing line

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ATT Extends Its Product Line with Live Operator
Assistance A New Product That Is Closely
Related to Other Products in the Firms Existing
Line
O O Its Magic
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