UNIT 5 Product Strategy 0 产品策略
产品策略 Product Strategy UNIT 5
Contents Section I Special Terms Section ll Text Study Section Ill Situational Dialogues ● Section IV Tasks
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Product Product refers to a bundle of attributes (features,functions, benefits,and uses)capable of exchange or use;usually a mix of tangible and intangible forms.Thus a product may be an idea,a physical entity,or a service,or any combination of the three. 产品 所谓产品实际上就是能够提供给市场进行交换或使用的一切有形和无形的属 性（包括外观、功能、利益和用途等)。因此，产品可以是一种理念、一种实在 的物品、一种服务，或以上的组合
Product Product refers to a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use; usually a mix of tangible and intangible forms. Thus a product may be an idea, a physical entity, or a service, or any combination of the three. Section I Special Terms
Section I Special Terms Product Mix The product mix is the full set of products offered for sale by an organization.This includes all product lines and categories. 产品组合 产品组合包括企业全部产品线和产品项目的组合，即企业的业务经营 范围
Product Mix The product mix is the full set of products offered for sale by an organization. This includes all product lines and categories. Section I Special Terms
Section II Text Study Pre-reading questions 1.What is product life cycle? 2.Do all products go through the same life cycle? 3.Are the strategies for the different stages of the Product Life Cycle the same?
Section II Text Study Pre-reading questions 1. What is product life cycle? 2. Do all products go through the same life cycle? 3. Are the strategies for the different stages of the Product Life Cycle the same?
Section II Text Study TextA Product Life Cycle Products often go through a life cycle.Initially,a product is introduced Since the product is not well known and is usually expensive,sales are usually limited.However,many products reach a growth phase-sales increase dramatically.More firms enter with their models of the product. Frequently,the product will then reach a maturity stage where little growth will be seen.The product is very likely overtaken by the introduction and development of superior ones.It goes into decline and is eventually withdrawn from the market
Products often go through a life cycle. Initially, a product is introduced. Since the product is not well known and is usually expensive, sales are usually limited. However, many products reach a growth phase—sales increase dramatically. More firms enter with their models of the product. Frequently, the product will then reach a maturity stage where little growth will be seen. The product is very likely overtaken by the introduction and development of superior ones. It goes into decline and is eventually withdrawn from the market. Section II Text Study Product Life Cycle Text A
Section II Text Study The strategies for the various stages of the Product Life Cycle are different. 1.Introduction.The product is promoted to create awareness.If the product has no or few competitors,a skimming price strategy is employed.The product is usually expensive. 2.Growth.Competitors are attracted into the market with very similar offerings.Products become more profi table.Advertising spend is high and focuses upon building the brand. Market share tends to stabilize
The strategies for the various stages of the Product Life Cycle are different. 1. Introduction. The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. The product is usually expensive. Section II Text Study 2. Growth. Competitors are attracted into the market with very similar offerings. Products become more profi table. Advertising spend is high and focuses upon building the brand. Market share tends to stabilize
Section II Text Study 3.Maturity.Sales grow at a decreasing rate and then stabilize.Producers attempt to differentiate products and brands are the key to this.Price wars and intense competition occur.Producers begin to leave the market due to poor margins.Promotion becomes more widespread and uses a greater variety of media】 4.Decline.At this point there is a downturn in the market More innovative products are introduced or consumer tastes changed.For example,VCD players experienced declining sales as more consumers switched to DVD players.There is intense price-cutting and many more products are withdrawn from the market.Profits can be improved by reducing marketing spend and cost cutting
3. Maturity. Sales grow at a decreasing rate and then stabilize. Producers attempt to differentiate products and brands are the key to this. Price wars and intense competition occur. Producers begin to leave the market due to poor margins. Promotion becomes more widespread and uses a greater variety of media. 4. Decline. At this point there is a downturn in the market. More innovative products are introduced or consumer tastes changed. For example, VCD players experienced declining sales as more consumers switched to DVD players. There is intense price-cutting and many more products are withdrawn from the market. Profits can be improved by reducing marketing spend and cost cutting. Section II Text Study
Section II Text Study New Words and Expressions initially maturity superior adw,.开始，最初 n.成熟⊙ ad.较高的，出众的 withdraw various awareness 沈收回，。微出 ad.各种，不同的 n意识到，知道 stabilize skimming price strategy .(使)稳固，稳定 撒脂定价战略
Section II Text Study New Words and Expressions withdraw vt. 收回，撤出 various initially adv. 开始，最初 maturity n. 成熟 superior adj. 较高的，出众的 adj. 各种，不同的 awareness n. 意识到，知道 v. (使) 稳固，稳定 skimming price strategy 撇脂定价战略 stabilize
Section II Text Study margin decline downturn n.利润 0 n意退⊙ n.(商业活动等的)衰退，不振，（生产的）下降 innovative switch intense a.新颖的。 t.转换，转变 ad.强烈的，剧烈的
Section II Text Study innovative adj. 新颖的 switch vt. 转换，转变 intense adj. 强烈的，剧烈的 margin n. 利润 decline n. 衰退 downturn n. (商业活动等的) 衰退，不振，(生产的) 下降