选用教材 营销管理
[美]菲利普?科特勒著第十一版 上海经济出版社
第六章：产品和品牌策略
教学目的：通过产品与战略方案的讲授，使学生掌握
关于“产品营销策略”的相关知识，并培养实际运用能力。
教学重点：一家公司如何制定更好的品牌决策？ 教学难点：一家公司如何制定更好的品牌决策？ 教学时数：6 学时（讲授、咨询型课型讨论、实践） 教学内容与步骤：
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Chapter 6
Setting the product and branding strategy
Kotler on Marketing
The best way to hold customers is to constantly figure out how to give them more for less.
Chapter Objectives
In this chapter, we focus on the following questions:
■ What are the characteristics of products? ■ How can a company build and manage its
product mix and product lines?
■ How can a company make better brand
decisions?
■ How can packaging and labeling be used as
marketing tools?
What do business executives Roy Kroc (McDonald’s) and Colonel Sanders (Kentucky Fried Chicken) have in common? They all have led or lead lives interesting enough to feature on AξE’s award-winning television show
Biography. AξE’s Biography offers excellent lessons in product and brand management.
1. The product and the product mix
A product is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods, services, experiences, events, persons, places, prosperities, organizations, information, and ideas. Product levels
In planning its market offering, the marketer needs to think through five levels of the product. Each level adds more customer value, and the five constitute a customer value hierarchy. The most fundamental level is the core benefit: the fundamental service or benefit that the customer is really buying. A hotel guest is buying \of a drill is buying \providers.
At the second level, the marketer has to turn the core benefit into a basic product. Thus a hotel room includes a bed, bathroom, towels, desk, dresser, and closet.
At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when they purchase this product. Hotel guest expect a clean bed, fresh towels, working lamps, and a relative degree of quiet. Because most hotels can meet this minimum expectation, the traveler normally will settle for whichever hotel is most convenient or least expensive.
At the forth level, the marketer prepares mi augmented product that exceeds customer expectations.
At the fifth level stands the potential product, which encompasses all the possible augmentations and transforming the product or offering might
undergo in the future. Here is where companies search for new ways to satisfy customers and distinguish their offer. Richard Branson of Virgin Atlantic is thinking of adding a casino and a shopping mall in the 600-passenger planes that his company will acquire in the next few years; and consider the customization platforms new e-commerce sites are offering, from which companies can learn by seeing what different customers prefer.
Product hierarchy
Each product is related to certain other products. The product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify six levels of the product hierarchy (here for life insurance):
1. Need family: The core need that underlies the existence of a product family. Example: security.
2. Product family: All the product classes that can satisfy a core need with reasonable effectiveness. Example: savings and income.
3. Product class: A group of products within the product family recognized as having a certain functional coherence Example: financial instruments.
4. Product line: A group of products within a product class that am closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same customers, or fall within given price ranges, Example: life insurance.
5. Product type. A group of items within a product line that share one of several possible forms of the product. Example: term life.
6. Item (also called stock keeping unit or product variant): A distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute, Example: Prudential renewable term life insurance.
Product classifications
Marketers have traditionally classified products on the basis of characteristics: durability, tangibility, mid use (consumer or industrial). Each product type has an appropriate marketing-mix strategy.
产品和品牌策略
