1、2000 Prentice Hall2000 Prentice HallValue-based pricesServices mixand qualityProduct featuresand qualityAttractiveness ofthe market offering2000 Prentice HallPotential productAugmented productExpected productBasic productCore benefit2000 Prentice HallBuy less frequently Gather product information Fe
2、wer purchase locations Compare for:Suitability&Quality Price&Style Special purchase efforts Unique characteristics Brand identification Few purchase locations New innovations Products consumers dont want to think about.Require much advertising&personal sellingBuy frequently&immediately Low priced Ma
3、ny purchase locations Includes:Staple goods Impulse goods Emergency goods2000 Prentice Hall-number of different product lines-total number of itemswithin the lines-number of versions of each productall the product lines offeredConsistency2000 Prentice Hall2000 Prentice HallQualityEconomySuperiorStan
4、dardGoodHighAboveaverageAverageLowFairfield Inn(Vacationers)Courtyard(Salespeople)Marriott(Middlemanagers)MarriottMarquis(Topexecutives)2000 Prentice HallAttributesBenefitsValuesCultureUserPersonality2000 Prentice HallNo Brand Loyalty(customer will change)Satisfied Customer(no reason to change)Satis
5、fied&Switching CostValues the Brand(brand as friend)Devoted to Brand2000 Prentice HallBrandingDecisionBrandNo brandBrand-SponsorDecisionManu-facturerbrandDistribu-tor(private)brandLicensedbrandBrand-NameDecisionIndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnamesBrand-Repo
6、sitioning DecisionReposi-tioningNoreposi-tioningBrand-StrategyDecisionLineextensionBrandextensionMulti-brandsNewbrandsCobrands2000 Prentice HallBrandExtensionNewBrand NameProduct CategoryLineExtensionExistingExistingMultibrandsNewNewBrands2000 Prentice HallSuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSuggestProductQualitiesEasy to:PronounceRecognizeRemember2000 Prentice Hall2000 Prentice Hall
