4P4P:Product)Price) Place)Promotion)

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Chapter 7

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1A product is anything that can be offered to a market to satisfy a want or need.Physical goods(automobiles, books, shoes)Services(haircuts, concerts)Persons(the candidates, Yao Ming)Places(Havaii, Venece)Organization(beauty heart)Ideas(family planning, safe driving)

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The purchaser of drill is buying the holes.

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--/------

//

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/ QCSV

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/goods/service continuum

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11234212334123

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Diffusion of innovationstages in the adoption processawarenessinterestevaluationtrial adoption 1962

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%

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2 3

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/

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(product mix)

(width) (length) (depth) (consistency)

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P&G5 255 3 6

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%50403020100

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Famous brandnameoperationpropagationtechnique

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Brand is a name, term, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

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1 1 2

2 1 2 3 4

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The World`s 10 Most Valuable Brands(2003)

RankBrandValue(Billion)1COCACOLA70.452MICROSOFT65.173IBM51.774GE42.345INTEL31.116NOKIA29.447DISNEY28.048McDONALD`S24.709MARLBORO22.1810MERCEDES21.37

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2004 616 469 307 306.82 306.65 TCL 305.69 270.16 201.18 KONKA 113.02 112.20

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E=IGI G 20016010%5I = 40 16 5 = 19

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71leadership2stability3market4internationalization5trend6support7protection

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1():

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2 P&G

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()

: GM--Cadillac,Buick,Oldsmobil, Chevlet.

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