【市場(chǎng)營銷英文版】13productstrategy-文庫吧資料
2025-02-13 19:50本頁面
【正文】 efit: product’s fundamental service or benefit offered. Basic product: product derived from the core benefit. Expected product: product with all of its attributes and conditions expected by customers. Augmented product: product with all of its attributes and conditions that exceed customer expectations. Potential product: product during and after all of the augmentations and transformations that might occur in the future. Product Strategy Product Classifications: Marketers usually classify products on the basis of three characteristics: ? Durability ? Tangibility ? Consumer/industrial use Product Strategy Durability: product’s useful life. Tangibility: a product’s degree of substantiveness Consumer/Industrial use: who uses it, consumers or businesses Product Strategy Other important marketing considerations include: ? Packaging ? Labeling ? Warranties and guarantees Product Strategy Packaging: Several factors have helped packaging bee important to marketers. They include: ? Selfservice natural of most retail stores ? Consumer affluence and the willingness to pay a little more ? The importance of pany brands and images ? Opportunity to innovate Product Strategy Packaging must achieve a number of objectives, including: ? Identify the brand ? Communicate descriptive and persuasive info ? Facilitate product transportation and protection ? Assist in home storage ? Aid in product consumption Product Strategy All packaging elements must fit product pricing, advertising, and other marketing activities. Testing packaging elements before making the product available for sale has bee a normal and necessary activity for businesses. Pro
環(huán)評(píng)公示相關(guān)推薦
鄂ICP備17016276號(hào)-1