菲利普.科特勒－市场营销讲义（原版）23

菲利普.科特勒－市场营销讲义（原版）23内容摘要：

菲利普.科特勒－市场营销讲义（原版）23 t to > of of of of is a no to as as a romotewyProduct Characteristics Building & Managing the Product Mix & Product LinesJU wire Packaging & LabelingLonsumer-woods ULlasslfication Convenience ProductsBuy frequently & immediately> Low priced> Many purchase locations> Includes:*Staple goods*Impulse goods“Emergency goodsSpecialty ProductsSpecial purchase efforts> Unique characteristics> Brand identification> Few purchase locations Shopping ProductsBuy less frequently> Gather product information> Fewer purchase locations> Compare for:.Suitability & Quality* Price & Style Unsought ProductsNew innovations> Products consumers dontwantto think about.>Require much advertising &personal selling Width - number ofdifferent product linesLength - total number Product Mix -of items allthe productwithin the lines lines offeredDepth - number ofversions of eachproductra miwiiEULE1 Two-way加上1 Line Modernization加LT ELSTWE IS a ET 8 (brand as friend)(customer will change) Brand NameExisting外Product Category|LineExtensionNewBrandExtension Easy to:PronounceRecognizeRememberSuggest SuggestProduct ProductQualities Beneffits nr Le emaal ELMarketing ToolESeuSGTUISEEULTSIw3Company& brand image3 _ Opportunity forinnovation。