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市场营销经典 —— 4P 组合. 经典的 4P: 产品( Product) : 创造价值 定价( Price) : 体现价值 渠道( Place) : 交付价值 促销( Promotion) : 宣传价值. 市场营销是涉及公司所有人员的一项工作. Chapter 7. 产品策略. 产品策略. 本章要点: 产品的概念 产品寿命周期理论 建立和管理产品组合 如何制定品牌决策. 一、什么是产品. 1 、广义产品的概念 - PowerPoint PPT Presentation
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4P4P:Product)Price) Place)Promotion)
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Chapter 7
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1A product is anything that can be offered to a market to satisfy a want or need.Physical goods(automobiles, books, shoes)Services(haircuts, concerts)Persons(the candidates, Yao Ming)Places(Havaii, Venece)Organization(beauty heart)Ideas(family planning, safe driving)
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The purchaser of drill is buying the holes.
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/ QCSV
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/goods/service continuum
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Diffusion of innovationstages in the adoption processawarenessinterestevaluationtrial adoption 1962
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(product mix)
(width) (length) (depth) (consistency)
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P&G5 255 3 6
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Famous brandnameoperationpropagationtechnique
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Brand is a name, term, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
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The World`s 10 Most Valuable Brands(2003)
RankBrandValue(Billion)1COCACOLA70.452MICROSOFT65.173IBM51.774GE42.345INTEL31.116NOKIA29.447DISNEY28.048McDONALD`S24.709MARLBORO22.1810MERCEDES21.37
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2004 616 469 307 306.82 306.65 TCL 305.69 270.16 201.18 KONKA 113.02 112.20
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: GM--Cadillac,Buick,Oldsmobil, Chevlet.
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