chapter 6 Managing Product（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

BASIC MARKETING Chapter Six Managing Product Leaning objectives When you finish this chapter you should: Understand what product really means; Understand the strategic planning areas of product; Understand how the prouct classes and product lines help a marketing manager plan marketing strategies; Understand how a company can make better branding decisions; Understand the role of packaging and warranties in strategic planning; 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 Strategic Planning for Product Place Product Price Promotion Brand Type of Brand: Individual or family Manufacturer or dealer Warranty None, full, or limited Package Protection, Promotion, (or both) Target Market Product Idea Physical good/service Features Quality level Accessories Installation Instructions Product line Defining “Product”: Key Terms and Ideas Product. Product means the need-satisfying offering of a firm. This definition is important because it reminds managers to focus on consumers and not on the technical and managerial details involved in producing products. Quality. From a marketing perspective, quality means a product’s ability to satisfy a customer’s needs or requirements. Quality may be absolute or relative, but in all cases the customer’s expectations for quality in a given product forms the basis for determining how to achieve customer satisfaction. Goods/Services. A product can be a physical good or an intangible service, or it can be a blend of both. Discussion Note: Consumers are increasingly demanding more services with the goods they buy. For example, in the personal computer business successful companies offer reliable equipment coupled with extensive, free technical telephone support services. Both together are the product the customer buys. Differences Between Goods and Services. Since both are products, this distinction is not usually necessary. But in fine tuning a product’s position, recognizing these differences can aid marketers in planning: Intangible. Goods