文档介绍：PrinciplesPrinciples ofof MarketingMarketing
1010--11
SessionSession 1010
ProductProduct andand ProductProduct
DevelopmentDevelopment
Text: Chapters 8, 9
国际商学院市场营销学系
Outline
1010--22
. LevelsLevels ofof ProductProduct
. ClassificationClassification ofof ProductsProducts
. ServicesServices MarketingMarketing
. NewNew ProductProduct DevelopmentDevelopment
. TestTest MarketingMarketing
国际商学院市场营销学系
1010--33
. LevelsLevelsLevels ofofof ProductProductProduct
国际商学院市场营销学系
I. Levels of Product
1010--44
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
国际商学院市场营销学系
Case:Air China
1010--55
AugmentedAugmented Product Product
Hotel & Restaurant
In-flight Services
Frequent
Safety Meals
Time-critical Flyer
Tours record
Transport Scheme
Schedules Seat alloc.
Booking System
Holiday Packages
Core Product
ActualActual Product Product Core Product
国际商学院市场营销学系
Discussion
1010--66
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
1010--77
. ClassificationClassificationClassification ofofof ProductsProductsProducts
国际商学院市场营销学系
II. Classification of Products
1010--88
¾ Consumer Product
¾ Industrial Product
国际商学院市场营销学系
Consumer Product
Classifications
1010--99
Types of Consumer Products
¾ Convenience Goods
¾ Unsought Goods
¾ Shopping Goods
¾ Specialty Goods
国际商学院市场营销学系
Industrial Product Classifications
1010--1010
Types Of Industrial Products
¾ Materials and Parts
¾ Capital Items
¾ Supplies and Services
国际商学院市场营销学系