開發(fā)營(yíng)銷混合(1)(編輯修改稿)
2025-02-13 20:25 本頁面
【文章內(nèi)容簡(jiǎn)介】 ns Should each product be individually or familybranded? ?Individual brand names ?Blanket family name ?Separate family name ?Company/Individual names Should a brand be developed for the product? ?Brand ?Nonbrand Should two or more brands be developed in the same product category? ?One brand ?More than one brand Should the brand be repositioned? ?Brand repositioning ?No brand repositioning Should other products be given the same brand name? ?Brand extension ?No brand extension Who should sponsor the brand? ?Manufacturer’ s brand ?Private brand ?Mixed brand Branding decision Brand sponsor decision Family brand decision Brand extension decision Multibrand decision Brand repositioning decision An overview of branding decisions Few product lines with a few items in each Many different product lines with a number of items in each Many different product lines with a few items in each Few product lines with a number of items in each Narrow Broad Shallow Deep P r o d u c t L i n e B r e a d t h Product Line Depth Low Low Low Low Low Low High High High Price High High High Quality Present product Present product Present product New product New product New product New product Stretching downward Stretching upward Stretching bothways Product line stretching decision Why a firm need new products? New products lead to sales growth or stability offer differential advantages Respond to consumer needs Risk may be lessened through diversity Increase profits and control Major issues in newproduct development Idea generation Idea screening Concept development and testing Marketing strategy Business analysis Product development Test marketing Commercialisation Product
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