阿姆斯特朗《市场营销学（第13版）》 课件 第 7 章 产品、服务和品牌战略：建立顾客价值.pptx

Marketing:AnIntroductionThirteenthEditionChapter7Products,Services,andBrands:BuildingCustomervalueCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)7-1.Defineproductanddescribethemajorclassificationsofproductsandservices.7-2.Describethedecisionscompaniesmakeregardingtheirindividualproductsandservices,productlines,andproductmixes.

LearningObjectives(2of4)7-3.Identifythefourcharacteristicsthataffectthemarketingofservicesandtheadditionalmarketingconsiderationsthatservicesrequire.7-4.Discussbrandingstrategy—thedecisionscompaniesmakeinbuildingandmanagingtheirbrands.

FirstStopGoPro:BeaHeroGoPro’srunawaysuccesscomesfromunderstandingthatit’ssellingmuchmorethanwearablesports-actionvideocameras.

LearningObjective7-1Defineproductanddescribethemajorclassificationsofproductsandservices.

WhatIsaProduct?Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.Aserviceisanactivity,benefit,orsatisfactionofferedforsale;itisintangibleanddoesnotresultinownershipofanything.

Products,Services,andExperiences(1of2)MarketofferingsincludebothtangiblegoodsandservicesCompaniescreateandmanagecustomerexperienceswiththeirbrandsorcompanies.Todifferentiatetheiroffersfromthatofthecompetitors

Products,Services,andExperiences(2of2)Verizon’sredesignedSmartStorescreatelifestyleexperiences.

Figure7.1-ThreeLevelsofProduct

ProductandServiceClassificationsConsumerproductsareboughtbyfinalconsumersforpersonalconsumption.Industrialproductsareboughtbyindividualsandorganizationsforfurtherprocessingorforuseinconductingabusiness.Materialsandparts,capitalitems,andsuppliesandservices

Table7.1-MarketingConsiderationsforConvenienceandShoppingProductsMarketingConsideratio