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产品是企业从事营销活动和满足市场需求的物质内容,本章着重探讨产品及产品决策的基本问题。产品概念及其分类一、产品概念产品,从一般意义上讲,是人类为了满足生存和生产需要,运用自然资源,通过有目的的劳动而创造出来的物质资料。然而,从市场营销的角度看,产品的含义较上述概念要深入具体得多。就企业的市场营销活动而言,产品是一种能够满足消费者一定需要的物质实体性与实质性的组合,也称为整体产品。产品的实体性指产品的具体形态,实质性指产品能给消费者带来的效用和利益。产品能够在发挥其使用价值的过程中,给消费者带来某种物质与精神上的利益和满足。
Products are the material content that enterprises engage in marketing activities and meet the needs of the market. This chapter focuses on the basic issues of product and product decision-making. Product concept and classification First, the concept of product products, in a general sense, is to meet the survival and production needs of mankind, the use of natural resources through purposeful labor to create the material information. However, from a marketing point of view, the meaning of the product is much more concrete than the above concept. As far as an enterprise’s marketing activities are concerned, a product is a substantive and substantive combination of materials that meets the needs of consumers and is also called a whole product. The substantive nature of the product refers to the specific shape of the product, which refers to the utility and benefit that the product can bring to the consumer. Products in the use of its value to play in the process, to bring consumers a certain material and spiritual interests and satisfaction.