什么是产品? 8-1 Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need Includes: Physical Products Services -Persons Places -Organizations -deas Combinations of the above 商务策划学院2002
商务策划学院 2002 什么是产品 8-1 ? • Anything that can be offered to a market for attention, acquisition, use or consumption. • Satisfies a want or a need. • Includes: –Physical Products –Services –Persons –Places –Organizations –Ideas –Combinations of the above
品整体概念 8-2 Augmented Product Installation Packaging Brand Features Name Core After. Delivery Benefit Credit or Sale Service Quality Service Design Level Warranty Actual Core Product Product 商务策划学院2002
商务策划学院 2002 产品整体概念 8-2 Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty AfterSale Service Core Benefit or Service Actual Product Core Product Augmented Product
产品层次 8-3 Product Attributes Branding Packaging Labeling Product Support Services 商务策划学院2002
商务策划学院 2002 产品层次 8-3 Product Attributes Branding Packaging Labeling Product Support Services
产品特性决策 8-4 Quality Features Design 商务策划学院2002
商务策划学院 2002 产品特性决策 8-4 Quality Features Design
品牌 8-5 Consistency Quality value Attributes Advantages Identification of Brand Names Association Brand Equity Loyalty Credibility Awareness 商务策划学院2002
商务策划学院 2002 品牌 8-5 Advantages of Brand Names Brand Equity Loyalty Attributes Consistency Quality & Value Identification Credibility Awareness Association