第六章：产品和品牌策略最牛英语口语培训模式：躺在家里练口语，全程外教一对一，三个月畅谈无阻！太平洋英语，免费体验全部外教一对一课程：wwpacificenglish教学目的：通过产品与战略方案的讲授，使学生掌握关于“产品营销策略”的相关知识，并培养实际运用能力。教学重点：一家公司如何制定更好的品牌决策？教学难点：一家公司如何制定更好的品牌决策？教学时数：6学时（讲授、咨询型课型讨论、实践）教学内容与步骤：ChapterChapter661/43SettingtheproductandbrandingstrategyKotleronMarketingThebestwaytoholdcustomersistoconstantlyfigureouthowtogivethemmoreforless.ChapterObjectivesInthischapter,wefocusonthefollowingquestions:■Whatarethecharacteristicsofproducts?■Howcanacompanybuildandmanageitsproductmixandproductlines?■Howcanacompanymakebetterbranddecisions?■Howcanpackagingandlabelingbeusedasmarketingtools?WhatdobusinessexecutivesRoyKroc(McDonald’s)andColonelSanders(KentuckyFriedChicken)haveincommon?TheyallhaveledorleadlivesinterestingenoughtofeatureonAξE’saward-winningtelevisionshowBiography.AξE’sBiographyoffersexcellentlessonsinproductandbrandmanagement.1.TheproductandtheproductmixAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,information,andideas.ProductlevelsInplanningitsmarketoffering,themarketerneedstothinkthroughfivelevelsoftheproduct.Eachleveladdsmorecustomervalue,andthefiveconstituteacustomervaluehierarchy.Themostfundamentallevelisthecorebenefit:thefundamentalserviceorbenefitthatthecustomerisreallybuying.Ahotelguestisbuying"testandsleep."Thepurchaserofadrillisbuying"holes,"Marketersmustseethemselvesasbenefitproviders.Atthesecondlevel,themarketerhastoturnthecorebenefitintoabasicproduct.Thusahotelroomincludesabed,bathroom,towels,desk,dresser,andcloset.Atthethirdlevel,themarketerpreparesanexpectedproduct,asetofattributesandconditionsbuyersnormallyexpectwhentheypurchasethisproduct.Hotelguestexpectacleanbed,freshtowels,workinglamps,andarelativedegreeofquiet.Becausemosthotelscanmeetthisminimumexpectation,thetravelernormallywillsettleforwhicheverhotelismostconvenientorleastexpensive.Attheforthlevel,themarketerpreparesmiaugmentedproductthatexceedscustomerexpectations.Atthefifthlevelstandsthepotentialproduct,whichencompassesallthepossibleaugmentationsandtransformingtheproductorofferingmightundergointhefuture.Hereiswherecompaniessearchfornewwaystosatisfycustomersanddistinguishtheiroffer.RichardBransonofVirginAtlanticisthinkingofaddingacasinoandashoppingmallinthe600-passengerplanesthathiscompanywillacquireinthenextfewyears;andconsiderthecustomizationplatformsnewe-commercesitesareoffering,fromwhichcompaniescanlearnbyseeingwhatdifferentcustomersprefer.ProducthierarchyEachproductisrelatedtocertainotherproducts.Theproducthierarchystretchesfrombasicneedstoparticularitemsthatsatisfythoseneeds.Wecanidentifysixlevelsoftheproducthierarchy(hereforlifeinsurance):1.Needfamily:Thecoreneedthatunderliestheexistenceofaproductfamily.Example:security.2.Productfamily:Alltheproductclassesthatcansatisfyacoreneedwithreasonableeffectiveness.Example:savingsandincome.3.Productclass:AgroupofproductswithintheproductfamilyrecognizedashavingacertainfunctionalcoherenceExample:financialinstruments.4.Productline:Agroupofproductswithinaproductclassthatamcloselyrelatedbecausetheyperformasimilarfunctio...