ch10productandbranddecisions(全球營銷,沃倫j(已修改)
2025-02-25 10:26 本頁面
【正文】 Chapter 10 Product and Brand Decisions Power Point by Kristopher Blanchard North Central University 169。 2023 Prentice Hall3/20/2023 101 Basic Product Concepts A product is a good, service, or idea – Tangible Attributes – Intangible Attributes Product classification – Consumer goods – Industrial goods 169。 2023 Prentice Hall3/20/2023 2 Product Types Buyer orientation – Amount of effort expended on purchase – Convenience – Preference – Shopping – Specialty 169。 2023 Prentice Hall3/20/2023 3 Brands Bundle of images and experiences in the customer’s mind A promise made by a particular pany about a particular product A quality certification Differentiation between peting products The sum of impressions about a brand is the Brand Image 169。 2023 Prentice Hall3/20/2023 4 Brands 169。 2023 Prentice Hall3/20/2023 5 Brands The added value that accrues to a product as a result of investments in the marketing of the brand An asset that represents the value created by the relationship between the brand and customer over time 169。 2023 Prentice Hall3/20/2023 6 Brands “We have to shift to high valueadded products, and to do that we need to improve our brand.” Noboru Fujimoto, President Sharp Electronics Corporation 169。 2023 Prentice Hall3/20/2023 7 Local Products and Brands Brands that have achieved success in a single national market Represent the lifeblood of domestic panies Entrenched local products/brands can be a significant petitive hurdle to global panies 169。 2023 Prentice Hall3/20/2023 8 International Products and Brands Offered in several markets in a particular region – ‘Eurobrands’ 169。 2023 Prentice Hall3/20/2023 9 Global Products and Brands Global products meet the wants and needs of a global market and is offered in all world regions Global brands have the same name and similar image and positioning throughout the world 169。 2023 Prentice Hall3/20/2023 10 Global Products and Brands A multinational has operations in different countries. A global pany views the world as a single country. We know Argentina and France are
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