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第二章产品策略营销策略是企业经营管理战略的核心,而产品策略则是营销策略的核心。其他策略——价格、渠道、促销策略等,都是围绕产品策略展开。核心理念1 产品新概念1.1 产品一只肯尼士(Kennex)网球拍、在超级理发店(Supercuts)的一次理发、一场百老汇戏剧演出、一次夏威夷的度假、一次电话回答服务,这些都可称之为产品。产品(product)是市场上任何可供注意、购买、使用或消费以满足欲望或需求的东西。
The second chapter product strategy marketing strategy is the core of business management strategy, and product strategy is the core of marketing strategy. Other strategies - price, channel, promotion strategy, etc., all focus on product strategy. Core Concepts 1 New Concepts 1.1 Products A Kennex tennis racket, a barber at the Supercuts, a Broadway show, a Hawaii vacation, and a telephone answering service are all examples The product. Product is anything on the market that can be noticed, purchased, used, or consumed to satisfy a desire or need.