課前復習問答1.收購和創建是跨國公司對外投資的兩種方式，與收購相比，創建這種方式的優點是（）

A.有利于迅速市場

B.有利于擴大經營范圍

C.有利于管理

D.失敗率低2.由國際營銷公司通過新建或兼并某個當地公司來實現進入國際市場的模式是()A.出口打入模式B.合同打入模式C.特許打入模式

D.投資打入模式3.與許可貿易具有相似之處的國際市場進入模式是（）A．管理合同 B．合同制造C．間接出口 D．特許經營課前復習問答1.收購和創建是跨國公司對外投資的兩種方式，與收4.針對有形商品的國際市場打入模式，一般主要采用()A．獨資打入B.合資打入C.合同打入D.出口打入5.特許經營比較適合哪種產業?(

)A．汽車B.高新技術C.服務D.紡織6.被許可方有權允許第三方在規定地域內使用其購得的技術，這種交易屬于()A．獨占許可協議B.排他許可協議C.普通許可協議D.可轉讓許可協議4.針對有形商品的國際市場打入模式，一般主要采用()7.Directinternationalinvolvementhasasaresultwhichofthefollowing?A.ThecompanyisexposedtolessriskthanifitusedmiddlemenB.ThecompanyhasgreatercontrolovermarketingstrategiesC.Thecompanyfacesgreaterriskinthemarket8.Licensingisaninternationalentrymodethatpresentslessrisktothecompanybutoffersmorecontrolthanexporting.9.Whichofthefollowingisareasonforthefailureofjointventures?A.NaturaldisastersB.PoorperformancebyapartnerC.Partnersbecomingcompetitors7.DirectinternationalinvolveInternationalMarketingPART-3:PRODUCT&BRANDDECISIONInternationalMarketing

我們的經營模式是，抓住機遇，靠研究開發的高投入獲得產品技術和性能價格比的領先優勢，通過大規模的席卷式的市場營銷，在最短的時間里形成正反饋的良性循環，充分獲取“機會窗”的超額利潤。不斷優化成熟產品，駕馭市場上的價格競爭，擴大和鞏固在戰略市場上的主導地位。我們將按照這一經營模式的要求建立我們的組織結構和人才隊伍，不斷提高公司的整體運作能力。

在設計中構建技術、質量、成本和服務優勢，是我們競爭力的基礎。日本產品的低成本，德國產品的穩定性，美國產品的先進性，是我們趕超的基準?！度A為基本法》第二十二條我們的經營模式是，抓住機遇，靠研究開發的高投入1Whatisaproduct?2Productstrategies3BrandingstrategiesIninternationalmarket1Whatisaproduct?2Productst6Whatisaproduct?Product:anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Good,service,orideaTangibleattributesandintangibleattributesWhatisaproduct?Product:any7MarketperceivedqualityPerformancequality市場感知質量性能質量Iso9000ChinaCompulsoryCertification

/ISO9000/Index.html

1.Qualitythemarket-perceivedqualityattributesareembeddedinthephysicalorcoreproductandalltheadditionalfeaturestheconsumerexpects;所謂顧客感知質量，是指顧客按自己對產品的使用目的和需求狀況，綜合分析市場上各種經由正式或非正式途徑獲得的相關信息，對一種產品或服務所做的抽象的主觀的評價。MarketperceivedqualityPerfor

產品質量是設計出來的如果先天設計不好，怎么造也造不好！制造工藝彌補不了設計的缺陷??！

產品質量先天基因后天培養70-80%來源于設計20-30%來源于制造產品質量是設計出來的如果先天設計不好，怎么造也造不好！CoreBenefitorServicePackagingFeaturesStylingBrandNameQualityInstallationAfter-saleServiceDelivery&CreditWarrantyAugmentedProductCoreProductActualProduct2.ProductLevelsCoreBenefitPackagingFeatures案例：暴風播放器的核心產品無聯網上流傳著300多種視頻格式，光RM格式就有28個以上的衍生格式。

能夠播放??！2007年4月推出的暴風影音2.0能夠播放189種格式。下載使用率排在第三位。案例：暴風播放器的核心產品無聯網上流傳著300多種視頻格式，產品整體的層次ExpectedproductPotentialproduct產品整體的層次Expectedproduct3.Local,National,InternationalandGlobalProductsLocalproductsareofferedinaportionofanationalmarketorasinglenationalMarketInternationalproductsareofferedinmultinational,regionalmarketsGlobalproductsareofferedintheglobalmarket.Theyareinternationalandmulti-regional3.Local,National,InternationProductstrategiesProductmixNewproductInternationalproductlifecycleProductstrategiesProductmixN141.ProductmixProductline(產品線)Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.ProductMix(productassortment)(產品組合):thesetofallproductlinesanditemsaparticularselleroffersforsale.產品線:又叫產品品類，指一組相似或相近的產品項目，或叫密切相關的一組產品產品項目:指在同一產品線內各種不同品種、規格、質量、形式、顏色和價格的具體產品1.ProductmixProductMix(prodProductmixwidthdepthconsistencylengthExpansion擴張:向上\向下\雙向延伸,填補產品線空隙Contraction縮減優點?風險?Mordern現代化:革新產品線中的產品Productmixwidthdepthconsisten寬度長度深度關聯度產品組合中所擁有的產品線的數目產品線中每一產品項目有多少品種產品組合中產品項目的總數各條產品線在最終用途、生產條件、分銷渠道或者其它方面相互關聯的程度。產品組合可以用四個度來表達：寬度長度深度關聯度產品組合中所擁有的產品線的數目產品線中每一P&G公司的產品組合產品組合的寬度產品線長度清潔劑牙膏條狀肥皂紙尿布紙巾象牙雪1930格利1952象牙1879幫寶適1961媚人1928德來夫特1933佳潔士1955柯克斯1885露膚1976粉撲1960汰漬1946

洗污1893

旗職1982快樂1950

佳美1926

絕頂1100’s1992奧克雪多1914

香味

德希1954

保潔凈1963

波爾德1965

海岸1974

圭尼1966

玉蘭油1993

伊拉1972

產品組合的寬度：5條產品線產品組合的長度：總長度為25個品種，平均每條產品線5個品種產品組合的深度：佳潔士品牌有3個規格，每個規格兩種口味，則其產品組合深度是6。產品組合的意義?P&G公司的產品組合產品組合的寬度產清潔劑牙膏條狀肥皂紙尿布2.WhatisanewProduct?anyproductofferthatconsumerregardasanadditionaltotheiravailablechoicecanberegardedasa‘newproduct’.NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket2.WhatisanewProduct?NewproductsThedevelopmentoforiginalproductsproductimprovementsproductmodificationsnewbrandsthroughthefirm’sownR&DeffortsNewproductsThedevelopmentofBusinessanalysisIdeagenerationMarketingstrategydevelopmentIdeascreeningConceptdevelopmentandtestingProductdevelopmentTestmarketingCommercializationNewProductDevelopmentProcessBusinessanalysisIdeagenerati

thesignificanceofnewproducttothecompany?thesignificanceofnewprodu3.InternationalproductlifecycleTheproductlifecycleillustratesacomplexrelationshipbetweentheproductlifestagesandinternationaltradeandinvestmentactivitycharacteristicofeachstage.(RaymondVernon)Introduction;Growth;Maturity;Decline.3.InternationalproductlifeProductdevelopmentstageIntroductionGrowthMaturityDeclineSales&ProfitsLosses--investment0SalesProfitsProductLife-CycleProductdevelopmentstageIntro

IntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductLife-CycleCharacteristicsIntroductionGrowthMaturity

IntroductionCreateproductawareness&trialGrowthMaximizemarketshareMaturityMaximizeprofitwhiledefendingmarketshareDeclineReduceexpenditure&milk榨取thebrandProductLife-CycleMarketingObjectivesIntroductionCreateproducta

IntroductionGrowthMaturityDeclineProductOfferabasicproductOfferproductextensions,service,warrantyDiversifybrandandmodelsPhaseout逐步淘汰weakitemsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricesDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsProductLife-CycleStrategiesIntroductionGrowthMaturity

IntroductionGrowthMaturityDeclineAdvertisingBuildawarenessamongearlyadoptersanddealersBuildawarenessandinterestinthemassmarketStressbranddifferences&benefitsReducetolevelneededtoretainhard-core中堅的loyalsSalespromotionUseheavysalespromotiontoentice誘使trialReducetotakeadvantageofheavyIncreasetoencouragebrandswitchingReducetominimallevelProductLife-CycleStrategies(Contd.)IntroductionGrowthMaturityIM-PART3產品與品牌策略MNCManufacturesProductinDevelopedCountries;ExportstoDevelopingCountriesMNCMovesProductiontoDevelopingCountry;BeginsImportingtoHomeCountryDevelopingCountryCompetitorExportsProductToMNCHomeCountry;CompeteswithMNCImportsDevelopingCountryMarketsRemainViableTargetMarketsforMNC;MNCHomeCountryMarketIsDiminishingSalesIntroductionandGrowthStages:EarlyMaturity:LateMaturityDeclineTimeTheInternationalProductLifeCycleMNCManufacturesMNCMovesDevelThesignificancetothecompany’soperation?Howtoprolongtheproductlifecycle?ThesignificancetothecompanBrandingstrategies1.Brand:aname,term,sign,symbol,designoracombinationofthese,intendedtoidentifythegoodsorservicesandtodifferentiatethemfromthoseofcompetitors.Brandingstrategies1.Brand:a32TangibleAttributesProductPackagingLabelingFunctionalbenefitsIntangibleAttributesEmotionalbenefitsValuesCultureImageAttributesofaBrandTangibleAttributesIntangibleBrandimage:perceptionsaboutabrandasreflectedbybrandassociationsthatconsumersholdintheirmemories.Brandequity:representsthetotalvaluethataccruestoaproductasaresultofacompany’scumulativeinvestmentsinthemarketingofthebrand.Brandimage:perceptionsaboutHighawareness&loyalty;moreleverage影響力inbargainingwithresellersAbletochargeapremiumonproductHighercredibility&mucheasierproductline&brandextensionsMoredefenseagainstpricecompetitionCompetitiveAdvantagesofaBrandHighawareness&loyalty;moreBrandPositioningAttributes,Benefits,Beliefs&valuesBrandNameSelectionBrandSponsorshipManufacturer’sbrandPrivatebrandLicensingCo-brandingBrandDevelopmentLineextensionsBrandextensionsMultibrandsNewbrands2.BrandingDecisionsBrandPositioningAttributes,BProductCategoryBrandNameExistingExistingNewNewMultibrandsNewbrandsLineextensionBrandextensionBrandDevelopment(品牌發展)ProductCategoryBrandNameExis品牌決策路徑、層次與內容是否應為該產品制定一個品牌由誰來使用該品牌每一個產品應采用個別品牌還是家族品牌應采用何種品牌決策品牌是否需要再定位用品牌不用品牌制造商品牌私人品牌許可品牌合作品牌個別品牌名稱通用的家族品牌名稱個別的家族品牌名稱公司（個別）品牌名稱產品線擴展品牌延伸多品牌新品牌再定位不需再定位品牌化決策品牌使用者決策品牌名稱決策品牌戰略決策品牌再定位決策品牌決策路徑、層次與內容是否應為該產品制定一個品牌由誰來使用PerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesSuchperceptionscontributetothecountry-of-origineffect;theybecomepartofabrand’simageandcontributetobrandequity.Thisisparticularlytrueforautomobiles,electronics,fashion,beer,recordedmusic,andcertainotherproductcategories.3.CountryofOriginasBrandElementPerceptionsaboutandattitudeCompaniespaymillionstoprotectbrandnamesfromdilution.Counterfeitinginvolvestheunauthorized

copyingofbrandsandsellingthemasoriginals.TypesofCounterfeiting:Designcounterfeiting:Copyingdesignsorscents蹤跡,whichisverycommonandlessriskfreesincecompaniescannotbeprosecuted被起訴.Brand-namecounterfeiting:Sellingcounterfeitproductsasoriginalproducts4.ProtectingBrandNamesCompaniespaymillionstoprotwhyandhowtoprotect?whyandhowtoprotect?PackingandproductwarrantyEco-packing,labeling,aestheticsExpresswarrantyPackingandproductwarrantyEcIninternationalmarkets1.Standardization&adaptationGlobal/regionalstandardizationMandatory/non-mandatoryadaptationGloballocalizationGlobalbrandingwithlocalizedmarketingadaptationtodifferencesinlocalculture,productioncapabilities,governmentalrestrictions,etc.Ininternationalmarkets1.Sta43Extension–offeringproductvirtuallyunchangedinmarketsoutsideofhomecountryAdaptation–changingelementsofdesign,function,andpackagingaccordingtoneedsofdifferentcountrymarketsCreation–developingnewproductsfortheworldmarket2.Extend,Adapt,Create:StrategicAlternativesinGlobalMarketingExtension–offeringproductvProductSame DifferentCommunicationDifferentSameStrategy1:DualExtensionStrategy2:ProductExtensionCommunicationAdaptationStrategy4:DualAdaptationStrategy3:ProductAdaptationCommunicationExtensionGlobalProductPlanning:StrategicAlternativesProductSame DifferentCommStrategy1:Product/CommunicationExtensionorDualExtensionCompanysellsexactlythesameproductorservicewiththesameadvertisingasusedinthehomecountryCompanyassumesthatallmarketsarealikeDoesnotworkinallmarketsOftenusedbecauseitsavescostsStrategy1:Product/CommunicatStrategy2:ProductExtension,CommunicationsAdaptationIftheproductservesdifferentneedsinvariouscountries,onlymarketingcommunicationmayhavetobeadaptedAdaptationcanhappenbydesignoraccidentCheapimplementationbecauseproductdoesnotchangeStrategy2:ProductExtension,Strategy3:ProductAdaptation,CommunicationExtensionProductisadaptedtothenewmarket,butbasichomemarketcommunicationstrategyremainsunchangedProductisadaptedtotheenvironmentandthepreferencesoftheconsumersinthenewmarketStrategy3:ProductAdaptationStrategy4:Product/CommunicationAdaptationorDualAdaptationUsingDualAdaptationthecompanymustadapttheproductorserviceaswellasthemarketingcommunicationtotheforeignmarketStrategy4:Product/CommunicatStrategy5:ProductInventionDemandingbutpotentiallyrewardingstrategyforreachingmassmarketsinLDCsProductqualityisessentialbutmustbesupportedwithimaginative,value-creatingadvertising&marketingcommunicationStrategy5:ProductInventionDHowtoChooseaStrategyTheproductitselfThemarketAdaptationandmanufacturingcostsHowtoChooseaStrategyThepr延伸閱讀余鑫炎主編.品牌戰略與決策(第2版)

.東北財經大學出版社,2012(1)(意)勒娜特·莫爾霍著.阿瑪尼傳奇:摯愛一人優雅一生.中國經濟出版社,2012艾鐵成(等著)

.品牌帝國:寶潔中國商戰傳奇.中國經濟出版社,2012邱成軍,洪濤編著.品牌的力量:北京十大商業品牌經典案例.經濟管理出版社

2011

延伸閱讀余鑫炎主編.品牌戰略與決策(第2版).東北財經大學52本章小結產品層次,產品質量的內涵產品組合及其戰略新產品的概念及其表現產品生命周期不同階段的特征、目標及戰略，國際產品生命周期階段品牌的特征、優勢、決策、保護及原產地效應產品-促銷組合戰略本章小結產品層次,產品質量的內涵53課前復習問答1.收購和創建是跨國公司對外投資的兩種方式，與收購相比，創建這種方式的優點是（）

A.有利于迅速市場

B.有利于擴大經營范圍

C.有利于管理

D.失敗率低2.由國際營銷公司通過新建或兼并某個當地公司來實現進入國際市場的模式是()A.出口打入模式B.合同打入模式C.特許打入模式

D.投資打入模式3.與許可貿易具有相似之處的國際市場進入模式是（）A．管理合同 B．合同制造C．間接出口 D．特許經營課前復習問答1.收購和創建是跨國公司對外投資的兩種方式，與收4.針對有形商品的國際市場打入模式，一般主要采用()A．獨資打入B.合資打入C.合同打入D.出口打入5.特許經營比較適合哪種產業?(

)A．汽車B.高新技術C.服務D.紡織6.被許可方有權允許第三方在規定地域內使用其購得的技術，這種交易屬于()A．獨占許可協議B.排他許可協議C.普通許可協議D.可轉讓許可協議4.針對有形商品的國際市場打入模式，一般主要采用()7.Directinternationalinvolvementhasasaresultwhichofthefollowing?A.ThecompanyisexposedtolessriskthanifitusedmiddlemenB.ThecompanyhasgreatercontrolovermarketingstrategiesC.Thecompanyfacesgreaterriskinthemarket8.Licensingisaninternationalentrymodethatpresentslessrisktothecompanybutoffersmorecontrolthanexporting.9.Whichofthefollowingisareasonforthefailureofjointventures?A.NaturaldisastersB.PoorperformancebyapartnerC.Partnersbecomingcompetitors7.DirectinternationalinvolveInternationalMarketingPART-3:PRODUCT&BRANDDECISIONInternationalMarketing

我們的經營模式是，抓住機遇，靠研究開發的高投入獲得產品技術和性能價格比的領先優勢，通過大規模的席卷式的市場營銷，在最短的時間里形成正反饋的良性循環，充分獲取“機會窗”的超額利潤。不斷優化成熟產品，駕馭市場上的價格競爭，擴大和鞏固在戰略市場上的主導地位。我們將按照這一經營模式的要求建立我們的組織結構和人才隊伍，不斷提高公司的整體運作能力。

在設計中構建技術、質量、成本和服務優勢，是我們競爭力的基礎。日本產品的低成本，德國產品的穩定性，美國產品的先進性，是我們趕超的基準?！度A為基本法》第二十二條我們的經營模式是，抓住機遇，靠研究開發的高投入1Whatisaproduct?2Productstrategies3BrandingstrategiesIninternationalmarket1Whatisaproduct?2Productst59Whatisaproduct?Product:anythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionandthatmightsatisfyawantorneed.Good,service,orideaTangibleattributesandintangibleattributesWhatisaproduct?Product:any60MarketperceivedqualityPerformancequality市場感知質量性能質量Iso9000ChinaCompulsoryCertification

/ISO9000/Index.html

1.Qualitythemarket-perceivedqualityattributesareembeddedinthephysicalorcoreproductandalltheadditionalfeaturestheconsumerexpects;所謂顧客感知質量，是指顧客按自己對產品的使用目的和需求狀況，綜合分析市場上各種經由正式或非正式途徑獲得的相關信息，對一種產品或服務所做的抽象的主觀的評價。MarketperceivedqualityPerfor

產品質量是設計出來的如果先天設計不好，怎么造也造不好！制造工藝彌補不了設計的缺陷??！

產品質量先天基因后天培養70-80%來源于設計20-30%來源于制造產品質量是設計出來的如果先天設計不好，怎么造也造不好！CoreBenefitorServicePackagingFeaturesStylingBrandNameQualityInstallationAfter-saleServiceDelivery&CreditWarrantyAugmentedProductCoreProductActualProduct2.ProductLevelsCoreBenefitPackagingFeatures案例：暴風播放器的核心產品無聯網上流傳著300多種視頻格式，光RM格式就有28個以上的衍生格式。

能夠播放?。?007年4月推出的暴風影音2.0能夠播放189種格式。下載使用率排在第三位。案例：暴風播放器的核心產品無聯網上流傳著300多種視頻格式，產品整體的層次ExpectedproductPotentialproduct產品整體的層次Expectedproduct3.Local,National,InternationalandGlobalProductsLocalproductsareofferedinaportionofanationalmarketorasinglenationalMarketInternationalproductsareofferedinmultinational,regionalmarketsGlobalproductsareofferedintheglobalmarket.Theyareinternationalandmulti-regional3.Local,National,InternationProductstrategiesProductmixNewproductInternationalproductlifecycleProductstrategiesProductmixN671.ProductmixProductline(產品線)Agroupofproductsthatarecloselyrelatedbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.ProductMix(productassortment)(產品組合):thesetofallproductlinesanditemsaparticularselleroffersforsale.產品線:又叫產品品類，指一組相似或相近的產品項目，或叫密切相關的一組產品產品項目:指在同一產品線內各種不同品種、規格、質量、形式、顏色和價格的具體產品1.ProductmixProductMix(prodProductmixwidthdepthconsistencylengthExpansion擴張:向上\向下\雙向延伸,填補產品線空隙Contraction縮減優點?風險?Mordern現代化:革新產品線中的產品Productmixwidthdepthconsisten寬度長度深度關聯度產品組合中所擁有的產品線的數目產品線中每一產品項目有多少品種產品組合中產品項目的總數各條產品線在最終用途、生產條件、分銷渠道或者其它方面相互關聯的程度。產品組合可以用四個度來表達：寬度長度深度關聯度產品組合中所擁有的產品線的數目產品線中每一P&G公司的產品組合產品組合的寬度產品線長度清潔劑牙膏條狀肥皂紙尿布紙巾象牙雪1930格利1952象牙1879幫寶適1961媚人1928德來夫特1933佳潔士1955柯克斯1885露膚1976粉撲1960汰漬1946

洗污1893

旗職1982快樂1950

佳美1926

絕頂1100’s1992奧克雪多1914

香味

德希1954

保潔凈1963

波爾德1965

海岸1974

圭尼1966

玉蘭油1993

伊拉1972

產品組合的寬度：5條產品線產品組合的長度：總長度為25個品種，平均每條產品線5個品種產品組合的深度：佳潔士品牌有3個規格，每個規格兩種口味，則其產品組合深度是6。產品組合的意義?P&G公司的產品組合產品組合的寬度產清潔劑牙膏條狀肥皂紙尿布2.WhatisanewProduct?anyproductofferthatconsumerregardasanadditionaltotheiravailablechoicecanberegardedasa‘newproduct’.NewtothosewhouseitorbuyitNewtotheorganizationNewtoamarket2.WhatisanewProduct?NewproductsThedevelopmentoforiginalproductsproductimprovementsproductmodificationsnewbrandsthroughthefirm’sownR&DeffortsNewproductsThedevelopmentofBusinessanalysisIdeagenerationMarketingstrategydevelopmentIdeascreeningConceptdevelopmentandtestingProductdevelopmentTestmarketingCommercializationNewProductDevelopmentProcessBusinessanalysisIdeagenerati

thesignificanceofnewproducttothecompany?thesignificanceofnewprodu3.InternationalproductlifecycleTheproductlifecycleillustratesacomplexrelationshipbetweentheproductlifestagesandinternationaltradeandinvestmentactivitycharacteristicofeachstage.(RaymondVernon)Introduction;Growth;Maturity;Decline.3.InternationalproductlifeProductdevelopmentstageIntroductionGrowthMaturityDeclineSales&ProfitsLosses--investment0SalesProfitsProductLife-CycleProductdevelopmentstageIntro

IntroductionGrowthMaturityDeclineSalesLowsalesRapidlyrisingsalesPeaksalesDecliningsalesCostsHighcostpercustomerAveragecostpercustomerLowcostpercustomerLowcostpercustomerProfitsNegativeRisingprofitsHighprofitsDecliningprofitsCustomersInnovatorsEarlyadoptersMiddlemajorityLaggardsCompetitorsFewGrowingnumberStablenumberbeginningtodeclineDecliningnumberProductLife-CycleCharacteristicsIntroductionGrowthMaturity

IntroductionCreateproductawareness&trialGrowthMaximizemarketshareMaturityMaximizeprofitwhiledefendingmarketshareDeclineReduceexpenditure&milk榨取thebrandProductLife-CycleMarketingObjectivesIntroductionCreateproducta

IntroductionGrowthMaturityDeclineProductOfferabasicproductOfferproductextensions,service,warrantyDiversifybrandandmodelsPhaseout逐步淘汰weakitemsPriceUsecost-plusPricetopenetratemarketPricetomatchorbeatcompetitorsCutpricesDistributionBuildselectivedistributionBuildintensivedistributionBuildmoreintensivedistributionGoselective:phaseoutunprofitableoutletsProductLife-CycleStrategiesIntroductionGrowthMaturity

IntroductionGrowthMaturityDeclineAdvertisingBuildawarenessamongearlyadoptersanddealersBuildawarenessandinterestinthemassmarketStressbranddifferences&benefitsReducetolevelneededtoretainhard-core中堅的loyalsSalespromotionUseheavysalespromotiontoentice誘使trialReducetotakeadvantageofheavyIncreasetoencouragebrandswitchingReducetominimallevelProductLife-CycleStrategies(Contd.)IntroductionGrowthMaturityIM-PART3產品與品牌策略MNCManufacturesProductinDevelopedCountries;ExportstoDevelopingCountriesMNCMovesProductiontoDevelopingCountry;BeginsImportingtoHomeCountryDevelopingCountryCompetitorExportsProductToMNCHomeCountry;CompeteswithMNCImportsDevelopingCountryMarketsRemainViableTargetMarketsforMNC;MNCHomeCountryMarketIsDiminishingSalesIntroductionandGrowthStages:EarlyMaturity:LateMaturityDeclineTimeTheInternationalProductLifeCycleMNCManufacturesMNCMovesDevelThesignificancetothecompany’soperation?Howtoprolongtheproductlifecycle?ThesignificancetothecompanBrandingstrategies1.Brand:aname,term,sign,symbol,designoracombinationofthese,intendedtoidentifythegoodsorservicesandtodifferentiatethemfromthoseofcompetitors.Brandingstrategies1.Brand:a85TangibleAttributesProductPackagingLabelingFunctionalbenefitsIntangibleAttributesEmotionalbenefitsValuesCultureImageAttributesofaBrandTangibleAttributesIntangibleBrandimage:perceptionsaboutabrandasreflectedbybrandassociationsthatconsumersholdintheirmemories.Brandequity:representsthetotalvaluethataccruestoaproductasaresultofacompany’scumulativeinvestmentsinthemarketingofthebrand.Brandimage:perceptionsaboutHighawareness&loyalty;moreleverage影響力inbargainingwithresellersAbletochargeapremiumonproductHighercredibility&mucheasierproductline&brandextensionsMoredefenseagainstpricecompetitionCompetitiveAdvantagesofaBrandHighawareness&loyalty;moreBrandPositioningAttributes,Benefits,Beliefs&valuesBrandNameSelectionBrandSponsorshipManufacturer’sbrandPrivatebrandLicensingCo-brandingBrandDevelopmentLineextensionsBrandextensionsMultibrandsNewbrands2.BrandingDecisionsBrandPositioningAttributes,BProductCategoryBrandNameExistingExistingNewNewMultibrandsNewbrandsLineextensionBrandextensionBrandDevelopment(品牌發展)ProductCategoryBrandNameExis品牌決策路徑、層次與內容是否應為該產品制定一個品牌由誰來使用該品牌每一個產品應采用個別品牌還是家族品牌應采用何種品牌決策品牌是否需要再定位用品牌不用品牌制造商品牌私人品牌許可品牌合作品牌個別品牌名稱通用的家族品牌名稱個別的家族品牌名稱公司（個別）品牌名稱產品線擴展品牌延伸多品牌新品牌再定位不需再定位品牌化決策品牌使用者決策品牌名稱決策品牌戰略決策品牌再定位決策品牌決策路徑、層次與內容是否應為該產品制定一個品牌由誰來使用PerceptionsaboutandattitudestowardparticularcountriesoftenextendtoproductsandbrandsknowntooriginateinthosecountriesSuchperceptionscontributetothecountry-of-origineffect;theybecomepartofabrand’simageandcontributetobrandequity.Thisisparticularlytrueforautomobiles,electronics,fashion,beer,recordedmusic,andcertainotherproductcategories.3.CountryofOriginasBrandElementPerceptionsaboutandattitudeCompaniespaymillionstoprotectbrandnamesfromdilution.Counterfeitinginvolvestheunauthorized

copyingofbrandsandsellingthemasoriginals.TypesofCounterfeiting:Designcounterfeiting:Copyingdesignsorscents蹤跡,whichisverycommonandlessriskfreesincecompaniescannotbeprosecuted被起訴.Brand-namecounterfeiting:Sellingcounterfeitproductsasoriginalproducts4.ProtectingBrandNamesCompaniespaymillionstoprotwhyandhowtoprotect?whyandhowtoprotect?PackingandproductwarrantyEco-packing,labeling,aestheticsExpresswarrantyPackingandproductwarrantyEcIninternationalmarkets1.Standardization&adaptationGlobal/regionalstandardizationMandatory/non-mandatory