Please enable JavaScript.
Coggle requires JavaScript to display documents.
product :red_flag: mix and new offerings**, timing：first entry; parallel…
product :red_flag:
mix and new offerings
**
Product
definition
content
product levels
the customer value hierarchy
core benefit
basic product
expected product
augmentation product——differentiation&competition; ——→expected product
potential product
product Classifications
marketing-mix strategies
durability & tangibility
consumer goods classification
shopping habits
convenience goods
shopping goods
specialty goods
unsought goods
industrial goods classification
raw materials & manufactured materials
capital items
supplies & services
differentiation
product differentiation
form, features, performance quality, conformance quality, durability, reliability, reliability, style, customization
service differentiation
ordering ease, delivery, installation, customer training, customer consulting, maintenance and repair
design differentiation
product and brand relationship
product hierarchy
Product system
Product mix (assortment)
product lines
product
item
width
length
depth
consistency
product line analysis
build, maintain,harvest,divest
product map
Product line strategies
Line stretching
Up-market stretch
Down-market stretch
Two-way stretch
Line filling
modernization
Featuring
Pruning
Packaging
Primary package; Secondary package; shipping package
influence
Self-service; Company and brand image; Innovation opportunity; Consumer affluence
Objectives
Identify the brand; Convey descriptive and persuasive information; Facilitate transportation and protection; Assist at-home storage; Aid product consumption
Labeling
function: identify; grade; describe; promote
warranties&guarantees
New Product Development
process
idea generation
idea screening
concept development and testing
marketing strategy development
business analysis
product development
marketing testing
1 more item...
crowdsourcing
Product idea
Product concept Brand concept
STP; 4Ps
into prototype : QFD
method to test consumer goods
in to product:
Technical feasibility:α testing
Commercial feasibility：β testing
innovation imperative
incremental innovation&disruptive technologies; 2. why new products fail
Adoption
definition
stages
innovation
consumer-adoption process
Awareness Interest Evaluation Trial Adoption
factors influencing the adoption
adoptor ——personal influence
relative advantage
compatibility
complexity
divisibility
communicability
others
Product life cycle
four features
four stages
marketing strategies
timing：first entry; parallel entry; late entry
chapter 09