Product Wang Yusong School of Management Fudan University
10-1 Product Product Wang Yusong School of Management Fudan University
The product and the Product mix Components Product of the Market Offering Physical goods Services Value-based prices a Experience Events Persons Attractiveness Places of the market a Properties ofFering a Organizations Product Services Information features mix and Ideas and qual quality
10-2 The Product and the Product Mix Product Product Physical goods Physical goods Services Services Experiences Experiences Events Persons Persons Places Properties Properties Organizations Organizations Information Information Ideas Components of the Market Offering
Five Product levels Customer Potential product value hierarchy Augmented product ected prod siC produ Core benefit
10-3 Five Product levels Customer Customer value hierarchy hierarchy
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10-4 BabyCenter is not just an online BabyCenter is not just an online merchant, it’s a metamediary merchant, it’s a metamediary
The Product and the Product mix Product hierarch GeneralMills'mycereal.com Web site Need famil a Product family a Product class ale a Product line E of our valuable customers. We will be open again Product type your interest in mycereul oom a tem a
10-5 The Product and the Product Mix Product hierarchy Product hierarchy Need family Need family Product family Product family Product class Product class Product line Product line Product type Product type Item General Mills’ Mycereal.com General Mills’ Mycereal.com Web site Web site
The Product and the Product mix Product classifications a durability and tangibility Classification: Nondurable goods Durable goods a services 10-6
10-6 The Product and the Product Mix Product classifications Product classifications Durability and Tangibility Durability and Tangibility Classification: Classification: Nondurable goods Nondurable goods Durable goods Durable goods Services Services
The Product and the Product mix Consumer -Goods Classification Convenience goods Staples Impulse goods Emergency goods Shopping goods Homogeneous shopping goods Heterogeneous shopping goods Specialty goods a Unsought goods
10-7 The Product and the Product Mix Consumer Consumer-Goods Classification: Goods Classification: Convenience goods Convenience goods Staples Staples Impulse goods Impulse goods Emergency goods Emergency goods Shopping goods Shopping goods Homogeneous shopping goods Homogeneous shopping goods Heterogeneous shopping goods Heterogeneous shopping goods Specialty goods Specialty goods Unsought goods Unsought goods
The Product and the Product mix a Industrial-Goods Classification a materials and parts Farm products a Natural products a Manufactured materials and parts a Component materials Component parts a Capital items Installations a Equipment 10-8
10-8 The Product and the Product Mix Industrial Industrial-Goods Classification Goods Classification Materials and parts Materials and parts Farm products Farm products Natural products Natural products Manufactured materials and parts Manufactured materials and parts Component materials Component materials Component parts Component parts Capital items Capital items Installations Installations Equipment Equipment
The Product and the Product mix a Supplies and business services a Maintenance and repair items Operating supplies Maintenance and repair services a Business advisory services
10-9 The Product and the Product Mix Supplies and business services Supplies and business services Maintenance and repair items Maintenance and repair items Operating supplies Operating supplies Maintenance and repair services Maintenance and repair services Business advisory services Business advisory services
The Product and the Product mix a Product mix(Product assortment a Product mix has a certain: a Width: number of product lines(e.g, detergents toothpaste, bar soap, diapers, paper tissues) Length: total number of items a Depth: number of variants for each product a Consistency 10-10
10-10 The Product and the Product Mix Product mix (Product assortment) Product mix (Product assortment) Product mix has a certain: Product mix has a certain: Width: number of product lines (e.g., detergents, number of product lines (e.g., detergents, toothpaste, bar soap, diapers, paper tissues) toothpaste, bar soap, diapers, paper tissues) Length: Length: total number of items total number of items Depth: number of variants for each product number of variants for each product Consistency Consistency
