MKT1产品介绍说明讲义.ppt

Week 6 – Chapter 6 Marketing 101 Product Definition Tangible Product = the physical product. Extended Product = the tangible product along with the whole customer experience that comes with it. Generic Product = the benefits that a customer gets from using a product. Product Classifications Agricultural Goods Organizational Goods Consumer Goods Product Mix / Lines Branding What is a brand? A name, design, symbol, term or any other feature that distinguishes one seller from another. Product Quality Consistent Advertising Distribution Intensity Brand Personality Packaging Product Life Cycle Product Adoption Graph Creating a Brand Create a Name: Product Life Cycle: Classification: Quality vs. Value: Packaging: Target Market: Marketing Mix: Soft drink. Glasses. Cell Phone. Umbrella. Convenient Noodles. Sports Car. Case Analysis What do you know about the PG product mix and product lines? They have24 different brands/product lines which makes for a great product mix. What branding strategy has PG adopted? Mulit-brand strategy. Why are some PG products so popular in the world? They have opened almost 20 new manufacturing plants in foreign emerging markets. * * * * * * * * * * * * * * * * * * *