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1、选用教材营销管理[美]菲利普•科特勒著第十一版上海经济出版社第六章：产品和品牌策略教学目的：通过产品与战略方案的讲授，使学生掌握关于“产品营销策略”的相关知识，并培养实际运用能力。教学重点：一家公司如何制定更好的品牌决策？教学难点：一家公司如何制定更好的品牌决策？教学时数：6学时（讲授、咨询型课型讨论、实践）教学内容与步骤：Chapter6SettingtheproductandbrandingstrategyKotleronMarketingThebestwaytoholdcustomersist
2、oconstantlyfigureouthowtogivethemmoreforless.ChapterObjectivesInthischapter,wefocusonthefollowingquestions:■Whatarethecharacteristicsofproducts?■Howcanacompanybuildandmanageitsproductmixandproductlines?■Howcanacompanymakebetterbranddecisions?■Howcanpac
3、kagingandlabelingbeusedasmarketingtools?WhatdobusinessexecutivesRoyKroc(McDonald’s)andColonelSanders(KentuckyFriedChicken)haveincommon?TheyallhaveledorleadlivesinterestingenoughtofeatureonAξE’saward-winningtelevisionshowBiography.AξE’sBiographyoffersex
4、cellentlessonsinproductandbrandmanagement.1.TheproductandtheproductmixAproductisanythingthatcanbeofferedtoamarkettosatisfyawantorneed.Productsthataremarketedincludephysicalgoods,services,experiences,events,persons,places,prosperities,organizations,info
5、rmation,andideas.ProductlevelsInplanningitsmarketoffering,themarketerneedstothinkthroughfivelevelsoftheproduct.Eachleveladdsmorecustomervalue,andthefiveconstituteacustomervaluehierarchy.Themostfundamentallevelisthecorebenefit:thefundamentalserviceorben
6、efitthatthecustomerisreallybuying.Ahotelguestisbuying"testandsleep."Thepurchaserofadrillisbuying"holes,"Marketersmustseethemselvesasbenefitproviders.Atthesecondlevel,themarketerhastoturnthecorebenefitintoabasicproduct.Thusahotelroomincludesabed,bathroo
7、m,towels,desk,dresser,andcloset.Atthethirdlevel,themarketerpreparesanexpectedproduct,asetofattributesandconditionsbuyersnormallyexpectwhentheypurchasethisproduct.Hotelguestexpectacleanbed,freshtowels,workinglamps,andarelativedegreeofquiet.Becausemostho
8、telscanmeetthisminimumexpectation,thetravelernormallywillsettleforwhicheverhotelismostconvenientorleastexpensive.Attheforthlevel,themarketerpreparesmiaugmentedproductthatexceedscustomerexpectations.Atthefifthlevelstandsthepotentialprodu
