销售:管理有利润的客户关系9.ppt
- 文档编号:18770603
- 上传时间:2023-11-05
- 格式:PPT
- 页数:26
- 大小:597.50KB
销售:管理有利润的客户关系9.ppt
《销售:管理有利润的客户关系9.ppt》由会员分享,可在线阅读,更多相关《销售:管理有利润的客户关系9.ppt(26页珍藏版)》请在冰点文库上搜索。
Product,Services,andBrandingStrategies,Chapter9,9-1,Objectives,Beabletodefineproductandknowthemajorclassificationsofproductsandservices.Understandthedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.,9-2,Objectives,Understandhowfirmsbuildandmanagetheirbrands.Knowthefourcharacteristicsofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.Reviewadditionalproductissuesrelatedtosocialresponsibilityandinternationalmarketing.,9-3,CosmeticscompaniessellbillionsofdollarsworthofproductsConsumersbuymorethanjustaparticularsmell,The“promise”,image,company,name,package,andingredientsareallpartoftheproduct,asarethestoreswhereitissold.,TheCosmeticsIndustry,CaseStudy,9-4,Definitions,ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.,9-5,WhatisaProduct?
Products,Services,andExperiencesMarketofferings,puretangiblegoods,pureservices,experiencesLevelsofProductandServicesCorebenefit,actualproduct,andaugmentedproductProductandServiceClassifications,9-6,WhatisaProduct?
ConvenienceShoppingSpecialtyUnsought,FrequentpurchasesboughtwithminimalbuyingeffortandlittlecomparisonshoppingLowpriceWidespreaddistributionMasspromotionbyproducer,TypesofConsumerProducts,9-7,WhatisaProduct?
ConvenienceShoppingSpecialtyUnsought,Lessfrequentpurchasesrequiringmoreshoppingeffortandprice,quality,andstylecomparisons.HigherthanconveniencegoodpricingSelectivedistributioninfeweroutletsAdvertisingandpersonalsellingbyproducerandreseller,TypesofConsumerProducts,9-8,WhatisaProduct?
ConvenienceShoppingSpecialtyUnsought,Strongbrandpreferenceandloyalty,requiresspecialpurchaseeffort,littlebrandcomparisons,andlowpricesensitivityHighpriceExclusivedistributionCarefullytargetedpromotionbyproducersandresellers,TypesofConsumerProducts,9-9,WhatisaProduct?
ConvenienceShoppingSpecialtyUnsought,Littleproductawarenessandknowledge(orifaware,sometimesnegativeinterest)PricingvariesDistributionvariesAggressiveadvertisingandpersonalsellingbyproducersandresellers,TypesofConsumerProducts,9-10,WhatisaProduct?
ProductandServiceClassificationsConsumerproductsIndustrialproductsMaterialsandpartsCapitalitemsSuppliesandservices,9-11,WhatisaProduct?
ProductandServiceClassificationsOrganizations,persons,places,andideasOrganizationalmarketingmakesuseofcorporateimageadvertisingPersonmarketingappliestopoliticalcandidates,entertainmentsportsfigures,andprofessionalsPlacemarketingrelatestotourismSocialmarketingcampaignspromoteideas,9-12,ProductandServiceDecisions,IndividualProductProductLineProductMix,ProductattributesQuality,features,styleanddesignBrandingPackagingLabelingProductsupportservices,KeyDecisions,9-13,ProductandServiceDecisions,IndividualProductProductLineProductMix,ProductlinelengthLinestretching:
addingproductsthatarehigherorlowerpricedthantheexistinglineLinefilling:
addingmoreitemswithinthepresentpricerange,KeyDecisions,9-14,ProductandServiceDecisions,IndividualProductProductLineProductMix,Productlinewidth:
numberofdifferentproductlinescarriedbycompanyProductlinedepth:
NumberofdifferentversionsofeachproductinthelineProductlineconsistency,KeyDecisions,9-15,BrandingStrategy,Brandsarepowerfulassetsthatmustbecarefullydeveloped/managed.Brandswithstrongequityhavemanycompetitiveadvantages:
HighconsumerawarenessStrongbrandloyaltyHelpswhenintroducingnewproductsLesssusceptibletopricecompetition,9-16,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,Threelevelsofpositioning:
ProductattributesLeasteffectiveBenefitsBeliefsandvaluesTapsintoemotions,KeyDecisions,9-17,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,GoodBrandNames:
SuggestsomethingabouttheproductoritsbenefitsAreeasytosay,recognizeandrememberAredistinctiveAreextendableTranslatewellintootherlanguagesCanberegisteredandlegallyprotected,KeyDecisions,9-18,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,ManufacturerbrandsPrivate(store)brandsCostlytoestablishandpromoteHigherprofitmarginsLicensedbrandsNameandcharacterlicensinghasgrownCo-brandingAdvantages/disadvantages,KeyDecisions,9-19,BrandStrategy,BrandPositioningBrandNameSelectionBrandSponsorshipBrandDevelopment,LineextensionsMinorchangestoexistingproductsBrandextensionsSuccessfulbrandnameshelpintroducenewproductsMultibrandsMultipleproductentriesinaproductcategoryNewbrandsNewproductcategory,KeyDecisions,9-20,LineExtensionsMayFeatureDifferent:
BrandStrategy,FlavorsColors,FormsIngredients,PackageSizes,9-21,ServicesMarketing,ServicesAccountfor74%ofU.S.grossdomesticproduct.Serviceindustriesincludebusinessorganizations,government,andprivatenot-for-profitorganizations.,9-22,ServicesMarketing,CharacteristicsofServicesIntangibilityConsumerslookforservicequalitysignalsInseparabilityServicescantbeseparatedfromprovidersVariabilityEmployeesandotherfactorsresultinvariabilityPerishabilityServicescantbeinventoriedforlatersale,9-23,ServicesMarketing,ServiceFirmMarketingStrategiesTheService-ProfitChainInternalMarketingInteractiveMarketingManagingServiceDifferentiationManagingServiceQualityManagingServiceProductivity,9-24,ProductDecisionsandSocialResponsibilityAcquisitionsandmergersLegalcomplianceProductliabilityissuesWarranties,AdditionalProductConsiderations,9-25,InternationalProductandServicesMarketingSpecialchallenges:
Whichproductsshouldbemarketedinternationally?
Shouldtheproductsbestandardizedoradaptedforworldmarkets?
Howshouldpackagingbeadapted?
Howcanotherbarriersbeovercome?
AdditionalProductConsiderations,
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 销售 管理 利润 客户关系