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1、SettingProduct StrategyChapter 11DesignThe totality of features that The totality of features that affect the way a product looks,affect the way a product looks,feels,and functions to a feels,and functions to a consumerconsumerDesign Is emotionally powerful Transmits brand meaning/positioning Is imp
2、ortant with durable goods Makes brand experiences rewarding Can transform an entire enterprise Facilitates manufacturing/distribution Can take on various approachesstudyLuxury brandsQualityQualityUniquenessUniquenessCraftsmanshipCraftsmanshipHeritageHeritageAuthenticityAuthenticityHistoryHistoryMark
3、eting Luxury BrandsEnvironmental issues are also Environmental issues are also playing an increasingly important playing an increasingly important role in product design and role in product design and manufacturingmanufacturingEnvironmental IssuesSTART123The Product HierarchyNeed familyProduct famil
4、yProduct classSTART456The Product HierarchyProduct lineProduct typeItem Product system Product mix/assortmentWidthLengthDepthConsistencyProduct Systems and MixesProduct Line Analysis Sales and profitsProduct Line Analysis Market profile and image Line stretching Down-market stretch Up-market stretch
5、 Two-way stretch Line filling Line modernization Line featuring Line pruningProduct line lengthProduct Mix Pricing The firm searches for a set of prices that maximizes profits on the total mixProduct line pricingOptional-feature pricingCaptive-product pricingTwo-part pricingBy-product pricingProduct
6、-bundling pricingCo-BrandingTwo or more well-known brands are combined into a joint product or marketed together in some fashion Same-company Joint-venture Multiple-sponsor RetailIngredient BrandingCo-branding that creates brand equity for parts that are necessarily contained within other branded pr
7、oductsPackagingAll the activities of designing and producing the container for a product输 入 您 的 标 题PLEASE ADD YOUR TITTLE HERECall:+22 1234567PackagingPackagingUsed as a marketing tool Self-service Consumer affluence Company and brand image Innovation opportunityPackaging objectivesIdentify the bran
8、dConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at-home storageAid product consumptionPackaging输 入 您 的 标 题Labeling,Warranties,and GuaranteesLabelingIdentifies,grades,describes,and promotes the productWarrantiesFormal statements of expected product performance by the manufacturerGuaranteesPromise of general or complete satisfaction