Chap6

Page 1

6 ((Product) Product)

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ภ(Product classification) * $ & . “ ภภภâ€? “ !ภâ€? 23& . 0 2 # $ ' A. + & ภ# " * ' # * ' (Consumer products) B. + & " ภ## (Industrial products) Prin MKTG/Chapter 6

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A. ' ()* +, - ) - ) (Consumer Product) 12 345 !"#$%&'!() *+ ,-./01-%/2345!0/6 7)-/ 45!4 )/( )89 ":");<(=62>! 4 3)?0+# -/ ŕ¸

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1. ' ()* ' 78ภ9:;+(Convenience Product) :$@8ภBC?0>= >86 $. 1. !"#$%&'!() *+ )'!D8ภ>$/E'=<@!9 2. 45! 9":1E"E":2:=:"ภ4 ภ")7",-./ 3. ":");7" !"#$%45!#><# ภ8 2>! 4. )" "2:=<16 <@? :$ภ"),-./(=/E 5. 03H !"#$%45!<@!97:>23 7)-/ 2:= 6# ;"9) Prin MKTG/Chapter 6

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!" ?>9ก,-./ <(=62>! 3 3)?0+# 1.1 !",-./3)?DI" (Staple goods) !"#$%45!4 5$9 K3)?DI"98 7)-/4 )/( )89 ,-./(=/E <K=,-./ )8.6@?2:=:"ก <@?45!06 2:=:"ก4 ก"),-./ 05= ('= E" )?&: E" $LM 1.2 !"ก)?KN! ,-./ (Impulse goods) !"#$%&'!() *+ K8> 4D,-./*>EO8(1@8 C K/ 8. 7)-/2>!)8(ก") ก)?KN ! D"ก =9 3)? :#"6ก")K@">K="6P *>E0O1"? ก") =60 ) :ก")Q"E (sales Promotion) Prin MKTG/Chapter 6

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1.3 !",-./ONก0O (Emergency goods) !"#$%&'!() *+ DI"03H K!/645!#8 #$ 2:=:$*/ก" 0@-/ก,-./ *>E2:= I" T6;T6 )" " K)" <@? !"E$%7!//-% <K=/"D I" T6;T6 K89 !"<@?() ก")#$%K/! 6ก")45! 9": ?>9ก4 ก"),-.// 9":)9>0)V9

Prin MKTG/Chapter 6

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2. ' ()* >3

>3 9:;+(Shopping Product) !"#$%&'!() *+ :$ภ")03)$E(0#$E(ภ=/ ,-./ 4 >!" )" " K)" NC :(8K )'3<(( W@W :8ภD?:$@8ภBC?0>= >86 $. 1. /"ENภ")45!6" " ( 9":;$%4 ภ"),-./ !/E) 2. )" "K=/7 =9E '6 3. 45!09@"<@? 9":1E"E":4 ภ")K8> 4D,-./ '6 4. &'!,-./0D"?D6K)" !"ภ=/ ,-./ Prin MKTG/Chapter 6

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!"03)$E(0#$E(,-./ <(=62>! 2 3)?0+# 1. ' #% $% 2 "##$%& ภ! (Homogeneous shopping goods)

• ' $%& %#/ % ภ' ภ# #4 % ภ, #/ $# ) '" 1 '# & ,1 .55 • / # * ' #% $% '" 6 1 #/ ) ##- # * 1 - ภ, $%&# ' Prin MKTG/Chapter 6

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2. !"03)$E(0#$E(,-./ ก ( (Heterogeneous shopping goods) • !"#$%:$ NC@8กBC?K="6ก8 4 )'3<(( $ NC :(8Kก ")45! ก"))8(3)?ก8 $ 8 05= *#)Z81#[:-/;-/ "\ ก" ก)?03]" 0 -./&!" )/60#!" • &'!() *+ :8กD?K8> 4D#$% 9":<KกK="6#$%2:=07:-/ ก8( !"E$%7!//-% 05= )'3<(( NC :(8K1 0ZB :)); ?Q/6 !" Prin MKTG/Chapter 6

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3. ' ()* D D 9:;+ (Specialty Product) 1. !"#$%:$ NC@8ภBC?1 0ZB &'!() *+ 45! 9":1E"E"::"ภ<@?45!09@" " 4 ภ"),-./ 2. &'!() *+ 45!07KN&@4 ภ"),-./ 3. /"ENภ")45!6" " )" " =/ Q!"6 '6 ( '6ภ9=" !"03)$E(0#$E(,-./) 4. 03H !"#$%:$5-%/0 $E6 :$:" " =9 47^=)'!D8ภ5. &'!,-./0D"?D6K)"ภ=/ ,-./ <@?K8> 4D,-./29!@=967 !" 05= );E K[ (!" 0 )-%/63)?>8( 0 )-%/645!2LL_")" "<16 Prin MKTG/Chapter 6

12

4. ' ()* G2 '8 9:;+ (Unsought Product) )N3@8ภBC?0>= >86 $. 1.03H !"#$%:" " 7)-/ 01 %6//ภ'=K@">47:= :$ 0# * *@E$ 47:=@.I" :8E 2.&'!() *+ /"D)'!D8ภ- E862:=)'!D8ภ/ <K=2:=:$ 9":)'!4 K89 !" / 7)-/ 2:=:$ 9":DI"03H DT62:=45! 9":1E"E":4 ภ")7",-./ 3.)" " =/ Q!"6 '6 Prin MKTG/Chapter 6

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!"2:=< 96,-./ <(=62>! 2 3)?0+# 4.1 !"03H #$%)'!D8ก <K=E862:=:$ 9":K!/6ก"),-./ (Regularly unsought goods) )*+,-./,0123+456 78/)9:; <+-5=>;? )>/; @,.)AB=8 <+-กD;>B.4E <+4FF,5A9+ ) ก 4.2 !"47:= E862:=03H #$%)'!D8ก (New product unsought goods) J4; 2,ABK0120L4E)*4KM;N, กJ1/EL,@ 8B .,8AD;J8D= )A 5;5L=BP98/ +, ,Q*M 0123+456 78/+12./,R-S T 7<AN,78 )>/; ) + K M.D@ UV96184A,M91 5A+WD*A?Q33ABK8B U<ก+V?E4@E,8ED. Prin MKTG/Chapter 6

14

B. ' ()* +, ' 1ภ2 (Industrial Product) @8ภBC? I" 8^Q/6 !"/NK "7ภ)): -/ 1. 45!4 ภ")&@ K 7)-/DI"7 ="EK=/ 7)-/0ภ$E% 9Q!/6ภ8(3MDD8Eภ") &@ K 2. ภ@N=:03_"7:"E -/ “&'!45!#"6/NK "7ภ)): 7 =9E6" K="6P #$% 2:=45=&'!() *+ â€? 3. ภ)?(9 ภ")K8> 4D,-./D?:$)?(( 4. ภ=/ ,-./:$ภ")03)$E(0#$E( NC+"1 )" " () ภ")Q/6&'!Q"E /E="6)/( )/( 5. :8ภD?Q"E*>E1 8ภ6" Q"E Prin MKTG/Chapter 6

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ภ1. 8 4,7

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1. 8 4,7 (Raw materials) 7:"E;T6 3MDD8E#$%45!4 ภ")&@ K *>E&'!45!#"6/NK "7ภ)),-./23 01-%/&=" ภ)?(9 ภ")&@ K <3))'3 03H !"7)-/ () ภ") 98K;N> (/"DD?<(=62>!03H 2 3)?0+# 1.1 98K;N> (#$%2>!D"ภa)):5"K (Natural product) )" "<16 <@?&'!Q"E:8ภ2>!03)$E(4 ภ")K8.6)" "Q"E 05= .I":8 > ( ภc",a)):5"K ;=" 7 <@?<)=a"KNK="6P

1.2 98K;N> (#$%2>!D"ภภ")0ภBK) (Agricultural product) 05= &8ภ&@2:! 0 -/. 8K9[

Prin MKTG/Chapter 6

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2. 8 '7,' ;( :+ (Supplies) • 03H 98 >N#4$% 5!<@!97:>23 *>E:$ภ"),-./03H 3)?DI" • 2:=2>!03H !"7@8ภ#$%45!4 ภ)?(9 ภ")&@ K <K= DI"03H K!/645! 05= /N3ภ)C[ I" 8ภ6" /N3ภ)C[#I" 9": ?/">K="6P Prin MKTG/Chapter 6

18

3. 8 '7, >K O(' 8( ภ+ M ;(' 8( (Componant materials and parts) • 98 >N#$%03H =9 3)?ภ/( (Fabricating) )<X;.DJ@UABK0/,;ภ,+Q<++1< (ADTM98@ 9+ 3,MJ/.;) ภ/ ;ABKR<+-ภ3)<X;0L4E6DVY? • 5 . =9 (Parts) .DEZU@43ABK0/,;ภ+-3.;ภ,+Q<++1<QL2. P>2)<X;J/.;<+-ภ3[ MJ4; 2,7@2)L= )>/; P;ภ,+0L4E+Z=;E? E2 M8B Q3E)E +?+BK ภ+-A-L2 =,M+Z=;E? .4A=U Prin MKTG/Chapter 6

19

4. 0 )-%/6:-/3)?ภ/( (Accessory equipment) &@ K+8Cg[#$%5=9E/I" 9E 9": ?>9ภ4 ภ")>I"0 6" 47! ?>9ภ<@?:$3)? #a +"1 05= /:1 90K/)[ 1) #[0K/)[ 0 )-%/6;="E0/ภ")

5. 4 8 8 4, 7 ; (Installations) &@ K+8Cg[Q ">47^= )" "K=/7 =9E '6 /"ENภ")45! " 5.1 ภ2' L QR( >7K ( + ) 5.2 0 )-%/6:-/7)-//N3ภ)C[7@8ภ#$%K >K8.6+"E4 *)6-6" 01-%/ 03H 0 )-%/6D8ภ)7@8ภI"7)8(ภ)?(9 ภ")&@ K Prin MKTG/Chapter 6

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6. ภ(Service) 03H ภ")47!() ภ")K=/7 =9EaN)ภD 01-%/ /I" 9E 9": ?>9ภ7)-/ 8( N ภ")>I"0 6" 47!:$3)? #a +"1 '6QT. 05= () B8##$%3)TภB"#"6aN)ภD () B#8 #$%3)TภB" #"6ภ")06 ภ")(8^5$ () B8##I"9 D8E () B#8 #I" -%/*hBC" () B8#3)?ภ8 +8E

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+ ) ภ+ (Product Component) 1. &@ K+8Cg[7@8ภ(Core Product) 2. )'3@8ภBC[&@ K+8Cg[ (Tangible Product) 3. &@ K+8Cg[#$% ">7986 (Expected Product) 4. &@ K+8Cg[ 9( (Augmented Product) 5. Z8ภE+"10ภ$%E9ภ8(&@ K+8Cg[ (Potential Product) Prin MKTG/Chapter 6

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(Product Mix) 7:"E;T6 jภ@N=:7)-/DI" 9 Q/6 "E&@ K+8Cg[ <@? )"Eภ")&@ K+8Cg[#8.67:> #$%ภDภ"):$0 /Q"E<ภ=&'!,-./k c "E&@ K+8Cg[ (Product line) 7:"E;T6 ภ@N=:Q/6 &@ K+8Cg[#$%:$@8ภBC? @!"Eภ8 :$ภ")45!6" @!"Eภ8 @'ภ!" ภ@N=:0>$E9ภ8 c )"Eภ")&@ K+8Cg[ (Product item) 7:"E;T6 03H &@ K+8Cg[)"Eภ")4>)"Eภ")7 T%64 E$%7!/ 7)-/ "E &@ K+8Cg[ K="6ภ8 #$% )'3<(( Q "> )" " W Prin MKTG/Chapter 6

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' 8( '2 (Product Mix) ภ+ 7*83 1. 9":ภ9!"6 (Width) -/ DI" 9 "E&@ K+8Cg[#68. 7:>#$%() B8##I"ภ") 0 /Q"E 2. 9":@Tภ(Depth) -/ DI" 9 )N= /) 5"K /)'3<((Q/6 "E&@ K+8Cg[ <K=@? "E#$(% ) B#8 #I"ภ")0 /Q"E 3. 9":E"9 (Length) -/ DI" 9 )"Eภ")#86. 7:>Q/6#Nภ"E&@ K+8Cg[ #$%() B8##I"ภ")0 /Q"E 4. 9": /> @!/6 (Consistency) -/ 9": 8:18 a[4 >!" 98K;N> ( / 0 )-%/6D8ภ) / ภ)?(9 ภ")&@ K / ภ")D8>DI"7 ="E / ภ") =60 ) :ภ")K@"> )?79="6 "E&@ K+8Cg[ : 9": /> @!/6 '6 0:-/% ":");45!#)81E"ภ) Prin MKTG/Chapter 6 25 )=9:ภ8 2>!

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27

M( 7X+ ' ()* 1. K)" !"&'!&@ K (Manufacturer’s brand) K)" !"#$&% '!&@ K )!"6QT. :"01-/% 03H 8^@8ภBC[Q/6&@ K+8Cg[

2. K)" !"Q/6 ภ@"6 (Middlemen’s brand) K)"#$%&'! !" =6 7)-/ &'! !"3@$ภD!"647!*)66" &@ K &@ K<@? 4 =5-%/K 0/K="6P 05= Makro DI"7 ="E !"K)" aro

3. K)" !")=9: (Family brand) !"#Nภ5 >45!K)"0>$E9ภ8 05= D/7[ 8 </ >[ D/7[ 8 Prin MKTG/Chapter 6

28

4. K)" !"0O1"? 7)-/ K)" !"0/ก0#Z (Individual brand) 45!K)"#$%<KกK="6ก8 K":3)?0+# 5 >Q/6&@ K+8Cg[ ก@N=: @'ก !" #$%<KกK="6 05= P&G :$ Pantene, Head&Shoulder, Rejoice, Carols herbal Essence 5. K)" !" " " ": (Multibrand) &'!&@ KD?กI"7 >K)" !"7@"EK)" 01-%/45!4 ก")<Q=6Q8 05= !"Q/6() B8#Unilever 7)-/ Nestle Prin MKTG/Chapter 6

29

-3M( X+ ' ()* 1. 5=9E47!&('! ) *+ D>DI"K)" !" <@?7",-./ !"2>!6="E 2. #I"47! !":$+"1@8ภBC[<KภK="64 "EK"&'!() *+ 3. 5=9E4 ภ")ภI"7 >KI"<7 =6&@ K+8Cg[01-%/03)$E(0#$E( NC :(8K ภ8( !"E$%7!//-% 4. /I" 9E 9": ?>9ภ4 ภ")#I"ภDภ)):#"6ภ")K@"> 6. 5=9E4 ภ")< ? I" !"47:= '=K@">2>!6="EQT. Prin MKTG/Chapter 6

30

Y 3Z ภ(Label) 03H =9 #$%47!)"E@?0/$E>K="6P 0ภ$%E9ภ8( &@ K+8Cg[<@? () B8# 3_"EO@"ภK!/607:"? : 6="EK=/ 9":0Q!"4D <@?ภ"))8()'! 1. O@"ภ< >60ภ)> 7)-/ NC+"1Q/6 !" < >6K)" !" C N :(8K 0>= <@?ภ"))8()/6:"K){" 05= 0($E)[5!"6 j 0($E)[07)$E^#/6k 2. O@"ภ< >6)"E@?0/$E>Q/6 !" 05= O@"ภE"< >6 ))1 NC 9 a$ภ")45! =9 & : 3. O@"ภ< >6)"E@?0/$E>Q/6ภDภ")7)-/&@ K+8Cg[ 05= < >6#$%/E'= <@?0(/)[K >K=/Q/6ภDภ") Prin MKTG/Chapter 6

31

ก D,1> 1 + D, (Packaging) • -/ ก")())DN&@ K+8Cg[4 +"5 ? 7)-/ ก")//ก<((7$(7=/ 01-%/3_/6ก8 9":0 $E7"E )8กB" NC+"1 ?>9ก4 ก")Q =6 <@?5=9E -%/ ")Q!/:'@#"6ก")K@"> ก")())DN+8Cg[:$ 3 3)?0+# 1. ())DN+8Cg[7@8ก / Q8. <)ก (Primary package) 7$(7=/#$%/E'=K >ก8( "! 01-%/2:=47!0ก > 9":0 $E7"E 2. ())DN+8Cg[)/6 / Q8. #$% /6 (Secondary package) 5=9E)8กB"3_/6ก8 2:= !"0 $E7"E <@?>T6>'>4D&'!,-./ 3. ())DN+8Cg[01-%/ก")Q =6 (Shipping package) 01-%/ 9": ?>9ก4 ก")0 @-%/ E!"E Q =6 05= @86 Prin MKTG/Chapter 6

32

' (& (Product Life Cycle : PLC)

= @[,=QL-ภN,7+ (Sales and profits)

[DT;Q;-;N, (Indroduction)

[DT;)R+4F)E435E [DT;)R+4F)E435E)E:8ABK [DT;EภEKN, (Growth) (Maturity) (Decline)

' (& (PLC) c /- jภ")< >6E/>Q"E <@?ภI"2)Q/6Q/6&@ K+8Cg[#$% 03@$%E <3@64 <K=@?5=9609@"#$%&@ K+8Cg[/E'=4 /NK "7ภ)):k ,T%6<K=@?5=965$9 K(<K=@?Q8. K/ )&@ K+8Cg[ K!/6ภ")ภ@EN#a[ 4P|s #$%<KภK="6ภ8

Prin MKTG/Chapter 6

34

[DT;ABK 1 [DT;Q;-;N,)[2,J1/EL,@ (Introduction stage) 1. E/>Q"ED?K%I" 7)-/ 01 %:QT. /E="65!"P(&'!() *+ )'!D8ก 01$E6("6ก@N=:) 2. K! #N '6(&@ K !/E) 3. กI"2) !/E:"ก(K! #N '6) 4. ก")D8>DI"7 ="E/E'=4 Q/(0QKDI"ก8>(0O1"?ก@N=:03_"7:"E 0#=" 8. ) Prin MKTG/Chapter 6

35

Q8. #$% 2 Q8 . 0D) ^0K (*K (Growth stage) :$@8กBC? -/ 1. E/>Q"E01 %: '6QT. /E="6)9>0)V9( !"0) %:K >K@">) 2. กI"2) '6QT. K":E/>Q"E(&@ K:"ก<@?0)$E )'!:"ก) 3. '=<Q=60) %:0Q!" '=K@"> ( '=<Q=6Q8 0) %:07V 9="K@">QE"EK89) 4. :$ก")ก)?D"Eก")D8>DI"7 ="E47!ก9!"6QT. (K@">QE"EK89) Prin MKTG/Chapter 6

36

Q8. #$% 3 Q8 . 0D) ^0K (*K0KV:#$% (Maturity stage) E/>Q"E01 :% QT. '=DN> '6 N><@?D?0) %:@>@6 0 -%/6D"กK@">4ก@!;T6 DN>/ %:K89<@?:$ '=<Q=6Q8 :"ก :$@8กBC?>86 $. -/ 1.E/>Q"E <@? กI"2) D? '6;T6DN> '6 N> <@?0) %:@>@6 2.K! #N @>@6(&@ K:"ก) 3.01 %:5=/6#"6ก")D8>DI"7 ="E(01-%/Q"E47!2>!:"กQT. ) 4.3)8(3)N6)'3<((&@ K+8Cg[47:=P(01-%/E->)?E?09@"47! !" /E'=4 K@"> " QT. ) Prin MKTG/Chapter 6

37

Q8. #$% 4 Q8 . KกK%I" (Decline stage) :$@8กBC? >86 $. 1.E/>Q"E@>@6:"ก( !"2:=03H #$% E:/$กK=/23) 2.กI"2)@>@6(Q"E2>! !/E/&@ K !/E) 3. '=<Q=6@>@6(//กD"ก/NK "7ก)):7)-/03@$%E <3@6 !") #"6//กQ/6aN)ก D -/ c 0@ กก Dก")7)-/0@ ก&@ K(Q"E) !"#$%2:=:$ก"I 2) c 03@$%E K@">7)-/03@$%E =9 K@"> c <ก!2Q3)8(3)N6 =9 3)? :#"6ก")K@">47!07:"? :E 6% QT. Prin MKTG/Chapter 6

38

ภ^ _( R12 R12 = &@ K+8Cg[#$%:$ภ")18~ "03H &@ K+8Cg[ 47:= 7)-/ I"&@ K+8Cg[0> ::"3)8(3)N6 ,T%6:$@8ภBC?>86 $. 1.&@ K+8Cg[) 0) %:47:= (Innovated product) = 98Kภ)): 47:= 2.&@ K+8Cg[#$%3)8(3)N6D"ภ&@ K+8Cg[0> : (Modified) 3.&@ K+8Cg[0@$E <(( (Me-too product) 4.ภ")01 %: "E&@ K+8Cg[0> :#$%:$/E'=<@!9 Prin MKTG/Chapter 6

39

X ;( +(R(ภ^ _( R12 <+-ภ3@2.= 8 [DT;E ; 1.ภ") )!"6 9": >&@ K+8Cg[47:= Q9L/M .,8 4@0L4E6DVY?P98/ 7@2Qภ/ - L1ภ2, - ;Dภ.4A=,W,JE+? .4RD= 9+ A@L M - 0123+49,+[ M3+4`DA - *;DภM,;[,= - ;ภL,M - 1/Q[/M Prin MKTG/Chapter 6

40

2. ก")ก@8% ก)/6 9": >&@ K+8Cg[47:= N,;nMZnM .,8J @ L2 M+-9./,M #)81E"ก) Q/6ก Dก")

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