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 !"?>9ก,-./ <(=62>! 3 3)?0+#  1.1  !",-./3)?DI" (Staple goods)  !"#$%45!45$9K3)?DI"987)-/4 )/( )89 ,-./(=/E <K=,-./ )8.6@?2:=:"ก <@?45!062:=:"ก4ก"),-./ 05= ('= E")?&: E"$LM 1.2  !"ก)?KN!,-./ (Impulse goods)  !"#$%&'!()*+ K8>4D,-./*>EO8(1@8 C K/8. 7)-/2>!)8(ก") ก)?KN! D"ก =93)?:#"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)  !"#$%&'!()*+ DI"03HK!/645!#8#$ 2:=:$*/ก"0@-/ก,-./ *>E2:= I"T6;T6 )" " K)" <@? !"E$%7!//-% <K=/"D I"T6;T6 K89 !"<@?()ก")#$%K/! 6ก")45! 9": ?>9ก4ก"),-.// 9":)9>0)V9

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

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2.  !"03)$E(0#$E(,-./ก( (Heterogeneous shopping goods) •  !"#$%:$ NC@8กBC?K="6ก84 )'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 D9:;+ (Specialty Product) 1.  !"#$%:$ NC@8ภBC?10ZB &'!()*+ 45! 9":1E"E"::"ภ<@?45!09@""4ภ"),-./ 2. &'!()*+ 45!07KN&@4ภ"),-./ 3. /"ENภ")45!6"" )" " =/Q!"6'6 ('6ภ9=" !"03)$E(0#$E(,-./) 4. 03H !"#$%:$5-%/0$E6 :$:"" =947^=)'!D8ภ5. &'!,-./0D"?D6K)"ภ=/,-./ <@?K8>4D,-./29!@=967!" 05= );EK[ (!" 0 )-%/63)?>8( 0 )-%/645!2LL_")" "<16 Prin MKTG/Chapter 6

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4. '()*G2'89:;+ (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":)'!4K89 !" / 7)-/ 2:=:$ 9":DI"03H DT62:=45! 9":1E"E":4ภ")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+45678/)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= )A5;5L=BP98/ +,,Q*M 0123+45678/+12./,R-ST7<AN,78 )>/; )+KM.D@UV96184A,M91 5A+WD*A?Q33ABK8BU<ก+V?E4@E,8ED. Prin MKTG/Chapter 6

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B. '()*+,'1ภ2 (Industrial Product) @8ภBC?I" 8^Q/6 !"/NK"7ภ)): -/ 1. 45!4ภ")&@K 7)-/DI"7="EK=/ 7)-/0ภ$E% 9Q!/6ภ8(3MDD8Eภ") &@K 2. ภ@N=:03_"7:"E -/ â&#x20AC;&#x153;&'!45!#"6/NK"7ภ)): 7=9E6"K="6P #$% 2:=45=&'!()*+ â&#x20AC;? 3. ภ)?(9ภ")K8>4D,-./D?:$)?(( 4. ภ=/,-./:$ภ")03)$E(0#$E( NC+"1 )" " ()ภ")Q/6&'!Q"E /E="6)/( )/( 5. :8ภD?Q"E*>E18ภ6"Q"E Prin MKTG/Chapter 6

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1. 84,7 (Raw materials) 7:"E;T6 3MDD8E#$%45!4ภ")&@K *>E&'!45!#"6/NK"7ภ)),-./23 01-%/&="ภ)?(9ภ")&@K <3))'3 03H !"7)-/ ()ภ") 98K;N>(/"DD?<(=62>!03H 2 3)?0+# 1.1 98K;N>(#$%2>!D"ภa)):5"K (Natural product) )" "<16 <@?&'!Q"E:8ภ2>!03)$E(4ภ")K8.6)" "Q"E 05= .I":8>( ภc",a)):5"K ;="7 <@?<)=a"KNK="6P

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2. 8'7,';( :+ (Supplies) â&#x20AC;˘ 03H98>N#4$% 5!<@!97:>23 *>E:$ภ"),-./03H3)?DI" â&#x20AC;˘ 2:=2>!03H !"7@8ภ#$%45!4ภ)?(9ภ")&@K <K= DI"03HK!/645! 05=/N3ภ)C[I"8ภ6" /N3ภ)C[#I" 9":?/">K="6P Prin MKTG/Chapter 6

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3. 8'7, >K O('8( ภ+  M;('8( (Componant materials and parts) â&#x20AC;˘ 98>N#$%03H=93)?ภ/( (Fabricating) )<X;.DJ@UABK0/,;ภ,+Q<++1< (ADTM98@ 9+ 3,MJ/.;) ภ/;ABKR<+-ภ3)<X;0L4E6DVY? â&#x20AC;˘ 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? E2M8B Q3E)E+?+BK ภ+-A-L2 =,M+Z=;E? .4A=U Prin MKTG/Chapter 6

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4. 0 )-%/6:-/3)?ภ/( (Accessory equipment) &@K+8Cg[#$%5=9E/I"9E 9":?>9ภ4ภ")>I"06" 47!?>9ภ<@?:$3)?#a+"1 05= /:190K/)[ 1)#[0K/)[ 0 )-%/6;="E0/ภ")

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

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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":8:18a[4>!" 98K;N>( / 0 )-%/6D8ภ) / ภ)?(9ภ")&@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:ภ82>!


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M(7X+'()* 1. K)" !"&'!&@K (Manufacturerâ&#x20AC;&#x2122;s brand) K)" !"#$&% '!&@K)!"6QT.:"01-/% 03H8^@8ภBC[Q/6&@K+8Cg[

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4. K)" !"0O1"? 7)-/ K)" !"0/ก0#Z (Individual brand) 45!K)"#$%<KกK="6ก8K":3)?0+# 5>Q/6&@K+8Cg[ ก@N=: @'ก !" #$%<KกK="6 05= P&G :$ Pantene, Head&Shoulder, Rejoice, Carols herbal Essence 5. K)" !"""": (Multibrand) &'!&@KD?กI"7>K)" !"7@"EK)" 01-%/45!4ก")<Q=6Q8 05=  !"Q/6()B8#Unilever 7)-/ Nestle Prin MKTG/Chapter 6

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 -3M(X+'()* 1. 5=9E47!&('! )*+ D>DI"K)" !" <@?7",-./ !"2>!6="E 2. #I"47! !":$+"1@8ภBC[<KภK="64"EK"&'!()*+ 3. 5=9E4ภ")ภI"7>KI"<7=6&@K+8Cg[01-%/03)$E(0#$E( NC:(8K ภ8( !"E$%7!//-% 4. /I"9E 9":?>9ภ4ภ")#I"ภDภ)):#"6ภ")K@"> 6. 5=9E4ภ")<?I" !"47:='=K@">2>!6="EQT. Prin MKTG/Chapter 6

30


Y3Zภ(Label) 03H=9#$%47!)"E@?0/$E>K="6P 0ภ$%E9ภ8( &@K+8Cg[<@? ()B8# 3_"EO@"ภK!/607:"?: 6="EK=/ 9":0Q!"4D <@?ภ"))8()'! 1. O@"ภ<>60ภ)> 7)-/ NC+"1Q/6 !" <>6K)" !" C N :(8K0>= <@?ภ"))8()/6:"K){" 05= 0($E)[5!"6 j 0($E)[07)$E^#/6k 2. O@"ภ<>6)"E@?0/$E>Q/6 !" 05= O@"ภE"<>6))1 NC 9a$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


กD,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 ?>9ก4ก")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_/6ก82:= !"0$E7"E <@?>T6>'>4D&'!,-./ 3. ())DN+8Cg[01-%/ก")Q=6 (Shipping package) 01-%/ 9":?>9ก4ก")0 @-%/E!"E Q=6 05= @86 Prin MKTG/Chapter 6

32


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[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'=4Q/(0QKDI"ก8>(0O1"?ก@N=:03_"7:"E 0#="8.) Prin MKTG/Chapter 6

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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)$E)'!:"ก) 3. '=<Q=60)%:0Q!"'=K@"> ( '=<Q=6Q80)%:07V9="K@">QE"EK89) 4. :$ก")ก)?D"Eก")D8>DI"7="E47!ก9!"6QT.(K@">QE"EK89) Prin MKTG/Chapter 6

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Q8.#$% 3 Q8. 0D)^0K(*K0KV:#$% (Maturity stage) E/>Q"E01:% QT.'=DN>'6N><@?D?0)%:@>@6 0-%/6D"กK@">4ก@!;T6 DN>/%:K89<@?:$ '=<Q=6Q8:"ก :$@8กBC?>86$. -/ 1.E/>Q"E <@? กI"2) D?'6;T6DN>'6N> <@?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'=4K@">"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)กD -/ c 0@กกDก")7)-/0@ก&@K(Q"E) !"#$%2:=:$ก"I 2) c 03@$%EK@">7)-/03@$%E=9K@"> c <ก!2Q3)8(3)N6=93)?:#"6ก")K@">47!07:"?:E6% 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

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X;(+(R(ภ^_(  R12 <+-ภ3@2.= 8 [DT;E; 1.ภ"))!"6 9": >&@K+8Cg[47:= Q9L/M.,84@0L4E6DVY?P98/ 7@2Qภ/ - L1ภ2, - ;Dภ.4A=,W,JE+? .4RD= 9+ A@LM - 0123+49,+[M3+4`DA - *;DภM,;[,= - ;ภL,M - 1/Q[/M Prin MKTG/Chapter 6

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Chap6  

F (Product) 6 6 F F ( (Product) Product) Prin MKTG/Chapter 6 2 F F F Prin MKTG/Chapter 6 3 (Consumer products)(Co...

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