市場營銷講義lect_6presentationproductbrandmanagement-wenkub
2022-11-03 17:05:24 本頁面
【正文】 ened in the mid80s. Mr Gadeselli emphasised that the models produced in China would not be exactly the same as those manufactured in Italy. The mon factor in these developing markets is that the road infrastructure isn39。 grow the MSc degree!! Time 0 Introduction stage Growth stage Maturity stage Decline stage Cameras Which Product Life Cycle?? Class PLC Cameras Form PLC –Disposable, APS, Digital SLR, Cameras Brand PLC – Fuji Digital Camera ?? Which one? A2600, A204, A4800?? Portfolio Models Boston Consulting Group Matrix STARS 163。 OUT CASH COWS 163。 OUT 0 HIGH Low Market growth rate High Low Relative market share ? Question ? Can you Critically Evaluate two product management models using good examples to illustrate your answer?? What is a Brand? ? A brand is a name, term, sign, symbol, or design or a bination of them intended to identify the goods and services of one seller and to differentiate them from those of the petition (Bent, ., 1998, AMA) Branding Basics ? Brands through History ? Brands v Products Products are: Made in Factories largely copiable potentially short lived Branding Basics Cont?d. ? Brands are: – What the customer buys – the receptical of the emotional values over and above the functional values of the product/service – much more difficult to copy and thus pete with – a major potential source of
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