Principles of Marketing 10-1 Session 10 Product and Product Development Text:Chapters 8,9 制卧经价蜀易大考 国际商学院市场营销学系
Principles of Marketing Principles of Marketing Product and Product Product and Product Development Development Session 10 Session 10 10 － 1 10 － 1 Text: Chapters 8, 9
Outline 10-2 I.Levels of Product II.Classification of Products III.Services Marketing IV.New Product Development V.Test Marketing 国际商学院市场营销学系
10－2 10－2 Outline I. Levels of Product I. Levels of Product II. Classification of Products II. Classification of Products III. Services Marketing III. Services Marketing IV. New Product Development IV. New Product Development V. Test Marketing V. Test Marketing
1I.Levels of Product 10-3 Augmented Product Delivery&Credit,Installation,After-Sale Service,Warranty Actual Product Packaging,Features,Styling,Quality,Brand Name >Core Product Benefit or Service 制卧价策易大考 国际商学院市场营销学系
I. Levels of Product ¾ Augmented Product Delivery& Credit, Installation, After-Sale Service, Warranty ¾ Actual Product Packaging, Features, Styling, Quality, Brand Name ¾ Core Product Benefit or Service 10 － 3 10 － 3
Product Levels:Qantas 10-4 Augmented Product The Qantas Club,Tours,Frequent Flyer Scheme, Holiday Packages Actual Product In-flight Services,Meals,Hertz booking,Seat alloc, Booking System,Schedules,Safety record Core Product Time-critical Transport 纤港衔贸易大孝 国际商学院市场营销学系
Product Levels: Qantas ¾ Augmented Product The Qantas Club, Tours, Frequent Flyer Scheme, Holiday Packages ¾ Actual Product In-flight Services, Meals, Hertz booking, Seat alloc, Booking System, Schedules, Safety record ¾ Core Product Time-critical Transport 10 － 4 10 － 4
Discussion 10-5 1.What core benefit do you seek when you buy a high education service 2.Elaborate the actual product(second level)of this service. 3.In your view,what makes up the augmented product? 国际商学院市场营销学系
Discussion 1. What core benefit do you seek when you buy a high education service ? 2. Elaborate the actual product (second level) of this service. 3. In your view, what makes up the augmented product? 10－5 10－5