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1、4ps产品(chnpn)、价格、促销、渠道第一页，共43页。1.Product and its 5 featuresDefinition:A product is anything that can be offered to a market for attention,acquisition,use or consumption and that might satisfy a want or need.Eg:A romantic perfume,a National Day vacation tour,all these are product.第二页，共43页。Five feature
2、sJohn Fayerweather suggested 5 important features that are relevant to global marketing product decision,includingprimary functional purpose,secondary purposeDurability(耐久性耐久性)and qualitymethod of operationmaintenance第三页，共43页。1)primary function is that a product is firstly designed to have.Eg:For a
3、high-developed social level,the primary function of a cell phone is to communicate.For a less developed social level,a mobile phone is not only a communication tool but also a symbol of higher social position.2)Thus,the product has a secondary function:a symbol of social position.第四页，共43页。第五页，共43页。D
4、ior cell phone第六页，共43页。3)Durability and quality are very important part to be considered.4)the fourth characteristic is method of operation.This indicates that a product should be designed according to the conditions of its target market.For example,in the UK and Australia,drivers is on the right,wh
5、ile in China,drivers sight on the left.An automobile marketer must take this into consideration when doing product design.第七页，共43页。第八页，共43页。第九页，共43页。第十页，共43页。5)The last feature is maintenance.The service of maintenance vary in different parts of the world.第十一页，共43页。A.O.SMITH售后服务售后服务第十二页，共43页。2.Produ
6、ct classificationTraditionally,classification of product is based on users,hence the consumer goods and industrial goods.1)consumer productsThey are products bought by final consumers for personal consumption.Based on how consumers buying them,consumer products can be further classified.第十三页，共43页。A:
7、convenience products（便利（便利(binl)品）品）are those that consumers usually buy frequently.They are usually low priced and widely available.Soap,candy,newspapers are in this catalog.第十四页，共43页。第十五页，共43页。第十六页，共43页。胡蝶胡蝶(h di)1940s力士香力士香皂广告皂广告第十七页，共43页。B:shopping products（选购（选购(xun u)品）品）are those purchased by
8、 consumers after characteristic comparison on such based as quality,price and style.Eg:furniture,clothing,used cars.第十八页，共43页。used cars宝马宝马(bo m)二二手车广告手车广告第十九页，共43页。第二十页，共43页。第二十一页，共43页。第二十二页，共43页。C:specialty products（特色（特色(ts)产品）产品）are consumer products with special features or brand identification
9、 for which a significant group of buyers is willing to make special purchase effort.Eg:specific brands and types cars,high-priced sports equipment,hand-made dress.第二十三页，共43页。第二十四页，共43页。第二十五页，共43页。法拉利中国限量版艺术法拉利中国限量版艺术(ysh)跑车跑车 全球全球仅仅1辆辆 第二十六页，共43页。第二十七页，共43页。高级定制高级定制(dn zh)婚纱婚纱第二十八页，共43页。D:unsought(突
10、发的突发的)products（非渴求（非渴求(kqi)产品）产品）are consumer products that the consumer either does not know about or knows about but does not normally think of buying.Eg:life insurance,blood donation(献血献血).第二十九页，共43页。2)industrial products They are those purchased for further processing or for use in conducting a
11、business(开展开展(kizhn)新的业务新的业务).第三十页，共43页。3.Product strategies in international marketsThe contents of an international product plan:Which country the product will enter?How to change the original product?Which product should be added?Which brand and package should be used?Which service and guarantee
12、should be offered?When to offer the product?第三十一页，共43页。Main product strategies used in international marketingProduct-promotion direct extension(dual extension)产品和信息直接延伸策略产品和信息直接延伸策略 Product direct extension-promotion adaptation产品直接延伸，信息传递产品直接延伸，信息传递(chund)改变策略改变策略 Product adaptation-promotion direc
13、t extension产品修改，信息传递产品修改，信息传递(chund)直接直接延伸策略延伸策略 Product adaptationpromotion adaptation(dual adaptation)产品和信息传递产品和信息传递(chund)双调整策略双调整策略Product invention全新产品策略全新产品策略 第三十二页，共43页。Strategy 1:product-communications extension 产品和信息直接延伸策略产品和信息直接延伸策略 This strategy is very low cost and takes the same product
14、 and communication strategy into other markets.如果产品的效用和使用方式在国内外市场如果产品的效用和使用方式在国内外市场完全相同，可以直接将产品出口；在国际市完全相同，可以直接将产品出口；在国际市场上采用相同的产品信息传递场上采用相同的产品信息传递(chund)策策略，树立相同的产品形象。略，树立相同的产品形象。第三十三页，共43页。Eg:The Coca Cola company sell the same products in both home market and international market.And it use the s
15、ame communication with all kinds of consumers.So it builds the same product images between home market and oversea markets.第三十四页，共43页。第三十五页，共43页。3P of Coca Cola 无处不在无处不在 Pervasiveness Pervasiveness、心中心中(xn zhn)(xn zhn)首选首选 PreferencePreference、物有所值物有所值 Price Price toto value value第三十六页，共43页。Strategy
16、 2:Product direct extension-promotion adaptation产品产品(chnpn)直接延直接延伸，信息传递改变策略伸，信息传递改变策略 If the product basically fits the different needs or segments of a market,it may need an adjustment in marketing communications only,but different product functions have to be identified.Eg:to translate the brand n
17、ame:P&G-宝洁宝洁第三十七页，共43页。Strategy 3:Product adaptation-promotion direct extension产品修改，信息传递直接延产品修改，信息传递直接延伸伸(ynshn)策略策略 The product is adapted to fit usage conditions but the communication stays the same.第三十八页，共43页。Strategy4:Product adaptationpromotion adaptation(dual adaptation)产品和信息产品和信息(xnx)传递双调整策略传
18、递双调整策略 Both product and communication strategies need attention to fit the peculiar need of the market.上海通用别克系列中的新世纪车型经过改进上海通用别克系列中的新世纪车型经过改进后被冠以后被冠以“君威君威”的名字重新上市，销量大的名字重新上市，销量大增。增。第三十九页，共43页。Strategy5:Product invention全新产品全新产品(chnpn)策略策略 This needs a totally new idea to fit the conditions of market
19、.This is very much a strategy that could be ideal in a Third World situation.The development costs may be high,but the advantages are also very high.第四十页，共43页。4.Some pitfalls in product decisions 产品产品(chnpn)决策中决策中的误区的误区1.Product is product.When consumers purchase goods,they purchase the service need
20、ed with the goods.2.Bigger is better.Consumers pay more attention to fitness than size.第四十一页，共43页。3.All change is good.Eg:Coca Cola once tried to modify the ingredients of coca and son found out it did not work as the company had expected.They were forced to keep its original formula.These case indi
21、cates that sometimes,changes are worse than anything else.It is costly and may change a brand rather than improve it.Beside,what consumers want is an improved product.第四十二页，共43页。4.Nobody can resist a bargain.Consumers tend to believe that low price means low quality.When the price of a product decreases,they may be suspicious about the products quality.So companies need to be very cautious each time they want to make use of discounting to attract potential consumers.Brand image is important in the long run.第四十三页，共43页。