From Products to Brands and Beyond

1. Creating Customer Values From Products to Brands and Beyond

2. Structure • Creating Values • Product Life Cycle • New Product Development • Branding • Product Management

3. 商業 消費者 交易 The Marketing Cycle Services Brands Physical Products

4. Product Life Cycle • A way to trace the stages of a • product's acceptance from its • introduction to its demise. • Refers to the life of the product • category • The time a product category spends • in a stage of the product life cycle • may vary from a few weeks to • decades. • A tool to help marketers understand • - where their product is now • what may happen • - which strategies are normally • appropriate

5. Life Cycle Management

10. New Product Development 新產品發展

11. Innovation – Adoption

13. Product Mix Number of Product Lines FEWMANY Assortment of Narrow varietyWide variety Product itemsShallow assort. Shallow assort. in each line Narrow variety Wide variety Deep assort. Deep assort.

14. Narrow Variety/Shallow assortment Most limited selection Unconventional outlets e.g. vending machines / door-to-door Needs wide availability (extensive)

15. Specialise in few lines - wide selection within line Clear Brand Image Narrow Variety /Deep assortment

16. Wide Variety /Shallow assortment “a little of everything” Convenience products

17. Wide Variety / Deep assortment Large number of product lines with deep assortment in each E.G. Large Department Stores

18. Product Management