文档介绍：什么是产品?
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
anizations
binations of the above
产品整体概念
Brand
Name
Quality
Level
Packaging
Design
Features
Delivery
& Credit
Installation
Warranty
After-
Sale
Service
Core
Benefit
or
Service
Actual
Product
Core
Product
Augmented
Product
产品层次
Product Attributes
Branding
Packaging
Labeling
Product Support Services
产品特性决策
Quality
Features
Design
品牌
Advantages
of
Brand Names
Brand
Equity
Loyalty
Attributes
Quality & Value
Consistency
Identification
Awareness
Credibility
Association
Brand Strategy
Line Extensions
Brand Extensions
Multibrands
New Brands
Brand Sponsor
Manufacturer’s Brand
Private Brand
Licensed Brand
Co-branding
Brand Name Selection
Selection
Protection
品牌决策
品牌战略决策
Line
Extension
Multibrands
Brand
Extension
New
Brands
Brand Name
Existing
New
Product Category
Existing
New
品牌战略
Line Extension
Existing brand names extended to new forms, sizes, and flavors of an existing product category.
Brand Extension
Existing brand names extended to new product categories.
Multibrands
New brand names introduced in the same product category.
New Brands
New brand names in new product categories.
包装
Promotes
Identifies
Competitive
Advantages
Describes
Sales
Tasks
Product
Safety
Packaging
Labeling
Width - number of different product lines
Length - total number of items
within the lines
Depth - number of versions of each product
Product Mix -
all the product
lines offered
产品组合决策
Consistency