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时间:2015-03-06 09:08
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tpp是什么意思
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Chapter8ProductpolicyIntrodu-ctionSlidesCaseQuestionsReadingsBackMarketingHouseIntroduction中国彩电企业的产品竞争ProductStrategies2.ProductConceptBrandStrategyProductLineManagement5.ProductLifeCycle6.NewProductDevelopmentStaticDynamicSingleProductAllProducts1.ProductStrategiesProductCharacteristicsProductLifeCycleProductMixNewProductDevelopmentProductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.2.ProductConcept一般产品期望产品延伸产品潜在产品FiveProductLevelsCorebenefitBuylessfrequentlyGatherproductinformationFewerpurchaselocationsComparefor:Suitability&QualityPrice&StyleSpecialpurchaseeffortsUniquecharacteristicsBrandidentificationFewpurchaselocationsNewinnovationsProductsconsumersdon’twanttothinkabout.Requiremuchadvertising&personalsellingBuyfrequently&immediatelyLowpricedManypurchaselocationsIncludes:StaplegoodsImpulsegoodsEmergencygoodsConsumer-GoodsClassificationConsumerSelectioninEngland3.BrandandBrandStrategyWhatisaBrand?AttributesBenefitsValuesCultureUserPersonalityMercedes:WhatisaBrand?ExpensiveWell-builtdurableHighperformancesafetyGermanculture55yearoldexecutiveAnausterepalaceImportantadmiredTheConnectionTriangleProductBenefitWhyIliketheproductConsumerNeeds/BeliefsWhyIvaluetheproductBrandPersonalityWhyItrusttheproductCustomerAttitudesforBrandsBrandAwareness品牌参与度:品牌与消费者的关系存在:“我知道它”相关:“它是我这样的人用的”功能:“它的功能相当不错”优点:“它做得比较好”联结:“这是我的品牌”WhatisaStrongBrand?WhatisaStrongBrand?Anorange…isanorange…isanorange.Unless,orcourse,thatorangehappenstobeSunkist,anameeightypercentofconsumersknowandtrust.--RussellL.HanlinCEOofSunkistStrongBrandIsHugelyValuableAGreatCompanyOwnsStrongBrandsStrongBrandsAnOverviewofBrandingDecisionsBrandingDecisionGoodBrandNamesSuggestProductBenefitsDistinctiveLackPoorForeignLanguageMeaningsSuggestProductQualitiesEasyto:PronounceRecognizeRememberBrandSponsorDecisio
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