销售:管理有利润的客户关系9.ppt
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销售:管理有利润的客户关系9.ppt
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Product,Services,andBrandingStrategiesChapter9ObjectivesBeabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.1ObjectivesUnderstandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.2CosmeticsCosmeticscompaniessellcompaniessellbillionsofdollarsbillionsofdollarsworthofproductsworthofproductsConsumersbuyConsumersbuymorethanjustamorethanjustaparticularsmellparticularsmellThe“promise”,The“promise”,image,company,image,company,name,package,andname,package,andingredientsareallingredientsareallpartoftheproduct,partoftheproduct,asarethestoresasarethestoreswhereitissold.whereitissold.TheCosmeticsIndustryCaseStudy3DefinitionsProductAnythingofferedtoamarketforattention,Anythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightacquisition,use,orconsumptionthatmightsatisfyaneedorwant.satisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanddoesnotresultinownershipofanything.anything.4WhatisaProduct?
Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications5WhatisaProduct?
ConvenienceShoppingSpecialtyUnsoughtFrequentpurchasesFrequentpurchasesboughtwithminimalboughtwithminimalbuyingeffortandlittlebuyingeffortandlittlecomparisonshoppingcomparisonshoppingLowpriceLowpriceWidespreadWidespreaddistributiondistributionMasspromotionbyMasspromotionbyproducerproducerTypesofConsumerTypesofConsumerProductsProducts6WhatisaProduct?
ConvenienceShoppingSpecialtyUnsoughtLessfrequentpurchasesLessfrequentpurchasesrequiringmoreshoppingrequiringmoreshoppingeffortandprice,quality,effortandprice,quality,andstylecomparisons.andstylecomparisons.HigherthanconvenienceHigherthanconveniencegoodpricinggoodpricingSelectivedistributioninSelectivedistributioninfeweroutletsfeweroutletsAdvertisingandpersonalAdvertisingandpersonalsellingbyproducerandsellingbyproducerandresellerresellerTypesofConsumerTypesofConsumerProductsProducts7WhatisaProduct?
ConvenienceShoppingSpecialtyUnsoughtStrongbrandpreferenceStrongbrandpreferenceandloyalty,requiresandloyalty,requiresspecialpurchaseeffort,specialpurchaseeffort,littlebrandcomparisons,littlebrandcomparisons,andlowpricesensitivityandlowpricesensitivityHighpriceHighpriceExclusivedistributionExclusivedistributionCarefullytargetedCarefullytargetedpromotionbyproducerspromotionbyproducersandresellersandresellersTypesofConsumerTypesofConsumerProductsProducts8WhatisaProduct?
ConvenienceShoppingSpecialtyUnsoughtLittleproductawarenessLittleproductawarenessandknowledge(orifandknowledge(orifaware,sometimesaware,sometimesnegativeinterest)negativeinterest)PricingvariesPricingvariesDistributionvariesDistributionvariesAggressiveadvertisingAggressiveadvertisingandpersonalsellingbyandpersonalsellingbyproducersandresellersproducersandresellersTypesofConsumerTypesofConsumerProductsProducts9WhatisaProduct?
ProductandServiceClassificationsConsumerproductsIndustrialproductsvvMaterialsandpartsMaterialsandpartsvvCapitalitemsCapitalitemsvvSuppliesandservicesSuppliesandservices10WhatisaProduct?
ProductandServiceClassificationsOrganizations,persons,places,andideasOrganizations,persons,places,andideasvvOrganizationalmarketingmakesuseofcorporateOrganizationalmarketingmakesuseofcorporateimageadvertisingimageadvertisingvvPersonmarketingappliestopoliticalcandidates,Personmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsentertainmentsportsfigures,andprofessionalsvvPlacemarketingrelatestotourismPlacemarketingrelatestotourismvvSocialmarketingcampaignspromoteideasSocialmarketingcampaignspromoteideas11ProductandServiceDecisionsIndividualProductProductLineProductMixProductattributesProductattributesQuality,features,styleQuality,features,styleanddesignanddesignBrandingBrandingPackagingPackagingLabelingLabelingProductsupportProductsupportservicesservicesKeyDecisionsKeyDecisions12ProductandServiceDecisionsIndividualProductProductLineProductMixProductlinelengthProductlinelengthLinestretching:
Linestretching:
addingaddingprod
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- 关 键 词:
- 销售 管理 利润 客户关系
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