Chapter 9 - Product: The Online Offer
Many Products Capitalize On Internet Proper6es
• A product is a bundle of benefits that sa4sfies needs of organiza4ons or
consumers.
– Includes goods, services, ideas, people, and places. اﻟﻣﻧﺗﺞ ﯾﺗﺿﻣن اﻟﺧدﻣﺎت
و اﻷ ﺷ ﺧ ﺎص و اﻷ ﻣ ﺎﻛ ن و اﻷ ﻏ ر اض
– Products such as search engines are unique to the internet while others
simply use the internet as a new distribu4on channel.
Crea6ng Customer Value Online
• Customer Value = Benefits – Costs )إذا ﻛﺎﻧت اﻟﻘﯾﻣﺔ اﻟﻣﻘدﻣﺔ ﻣطروح ﻣﻧﮭﺎ اﻟﺗﻛﻠﻔﺔ وﻧﺎﺗﺟﮭﺎ
و أ ﻣ ﺎ إ ذ ا ﻛ ﺎ ﻧ ت أﻗ ل ﻻ ز م ﺗ ﻐ ﯾ ر ي، أ ﻛ ﺑ ر ﻣ ن ا ﻟ ﻘ ﯾ ﻣ ﺔ ا ﻟ ﻣ ﻘ د ﻣ ﺔ ﻟ ﻠ ﻌ ﻣ ﯾ ل ﻓ ﺄ ﻧ ت ﺗ ﻘ د ر ي ﺗ ﻛ ﻣ ﻠ ﻲ ﻓ ﻲ ا ﻟ ﺳ و ق
(اﻟﻔﻛ ر ة
• Product decisions must be made that deliver benefits to customers.
Product Benefits
Support
Attributes Branding Labeling Packaging
Services
1- Product Benefits: A@ributes:
• AEributes include quality and specific features. أھم ﺷﻲ ﻓﯾﮭﺎ اﻟﺟودة
• Benefits are the same features from a user perspec4ve. ﻓﻛري داﺋﻣﺎ ﻛﻌﻣﯾل
ﻷ ﻧ ﮫ ﻣ ن ﻏ ﯾ ر ا ﻟ ﻛ و ا ﻟ ﺗ ﻲ ﻣ ﺎ ر اح ﺗ ﻧ ﺟ ﺣ ﻲ ﻓ ﻲ ا ﻟ ﺳ و ق
2- Product Benefits: Branding:
• A brand includes a name, symbol, or other iden4fying informa4on.
• A brand represents a promise or value proposi4on to its customers.
Brand Equity:
• Brand equity is the intangible value of a brand, measured in dollars. )ﻗﯾﻣﺔ
ﻏﯾر ﻣﻠﻣوﺳﺔ وﻟﻛﻧﮭﺎ ﺗﺷﺗرى ﺑﺎﻟﻣﺎل وﺗﺑﻧﻰ ﻋن طرﯾقobjects & main goal
A Great Brand Intersects with Popular Culture and Touches Consumers:
Brand Rela6onships and social media:
• The explosion of social media sites escalates the brand rela4onship
process with peer-to-peer communica4on about brands. )ﺑﺳﺑب اﻟﺗوﯾﻊ ﻓﻲ
( ﻣ و اﻗ ﻊ ا ﻟ ﺗ و ا ﺻ ل ا ﻻ ﺟ ﺗ ﻣ ﺎ ﻋ ﻲ ز ا د ا ﻟ ﺗ و ا ﺻ ل ﺑ ﯾ ن ا ﻟ ﻌ ﻣ ﯾ ل و ا ﻟ ﻌ ﻼ ﻣ ﺔ ا ﻟ ﺗ ﺟ ﺎ ر ﯾ ﺔ
• Forrester Research iden6fied 3 roles for social media in branding:
– Build trust.
– Differen4ate the brand.
– Nurture consumers to build brand loyalty.
5 Levels of Brand Rela6onship Intensity:
Branding Decisions for Web Products:
• Firms can use exis4ng brand names or create new brands on the
internet. ( )ﺑﻌض اﻟﺷرﻛﺎت ﺗﺳﺗﺧدم اﺳم ﻋﻠﻰ ﻣواﻗﻊ اﻟﺗواﺻل اﻻﺟﺗﻣﺎﻋﻲ ﻏﯾر اﺳﻣﮭﺎ اﻟﺣﻘﯾﻘﻲ
• Some firms may use different names offline and online to avoid risk if the
new product or channel should fail. أﻧﮫ ﺑﻌض اﻟﺷرﻛﺎت ﺗﺧﺎف ﺗدﺧل ﻟﻸوﻧﻼﯾن ﺑﺄﺳﻣﮭﺎ
و اﻟﺣ ل أ ﻧ ﮫ ﺗ د ﺧ ل أ و ﻧ ﻼ ﯾ ن ﺑ ﺎﺳ م ﺛ ﺎ ﻧ ﻲ ﺟ د ﯾ د ﻟ ﻧ ﻔ س ا ﻟ ﻣ ﻧ ﺗ ﺞ ا ﻟ ﻲ ﺗ ﺑ ﯾ ﻌ ﮫ، ا ﻟ ﺣ ﻘ ﯾ ﻘ ﻲ و ﺗ ﺧ ﺳ ر
Crea6ng New Brands for Internet Marke6ng:
• Good brand names should:
– Suggest something about the product.
– Differen4ate the product from compe4tors.
– Be suitable for legal protec4on.
• On the internet, a good brand name should be short, memorable, easy to
spell, and translate well into other languages.أﻛد اﻟدﻛﺗور ﻋﻠﻰ ھذي اﻟﻧﻘطﺔ
Co-Branding
• Co-branding occurs when two companies form an alliance and put their
brand names on a product. )ﺷرﻛﺗﯾن ﺗﺷﺗﻐل ﻣﻊ ﺑﻌض ﻋﺷﺎن ﯾﻧﺗﺟوا ﺳﻠﻌﺔ ﺟدﯾدة ﯾﺧﺗﺎروا
ﻟ ﮭ ﺎ ﺗ ﺳ ﻣ ﯾ ﺔ ﻣ ﺧ ﺗ ﻠ ﻔ ﺔ ا ﻣ ﺎ ا ﺧ ﺗ ﺻ ﺎ ر ا ﺳ م ا ﻟ ﺷ ر ﻛ ﺗ ﯾ ن ا و ا ﺧ ﺗ ﯾ ﺎ ر ا ﺳ م ﻣ ﺧ ﺗ ﻠف ا ﻟ ﮭ د ف ﻣ ن ھ ذ ا ا ﻻ ﺷ ﺗ ر ا ك ھ ﻲ
( ﻣ ﺻ ﻠﺣ ﺔ ﻣ ﺷ ﺗ ر ﻛ ﺔ ﻟ ﻠ ﺷ ر ﻛ ﺗ ﯾ ن
Internet Domain Names:
• A URL (Uniform Resource Locator) is a Web site address.)ﻣﮭم ﺟدا ً اﺷﺗري اﻟدوﻣﯾن
– Also called IP address and domain name.
– “www” is no longer necessary, and most sites register their name with and
without it.()ﻣﺎﻋد ﺻﺎر ﺿروري ﻧﻛﺗﺑﮭﺎ وﻣﻌظم اﻟﺷرﻛﺎت ﺗﺳﺟل اﺳﻣﮭﺎ ﺑدوﻧﮭﺎ
• The Internet Corpora4on for Assigned Names and Numbers (ICANN) is a
non-profit corpora4on that makes decisions about protocol and names.
• GoDaddy and other sites provide domain registra4on services at low cost.
• Organiza4ons should purchase alterna4ve or related names and spellings.
• Picking the right domain name can make a huge difference in:
– Direc4ng people correctly to a site. ()ﺗوﺟﯾﮫ اﻷﺷﺧﺎص ﺑﺷﻛل ﺻﺣﯾﺢ ﻟﻠﻣوﻗﻊ
– Building consistency in marke4ng communica4ons.()ﺑﻧﺎء اﺗﺳﺎق ﻓﻲ اﻻﺗﺻﺎل
3- Product Benefits: Support Services:
• Customer support is a cri4cal component in the value proposi4on. )أﺣﺗﺎﺟﮭﺎ
( ﻓ ﻲ اﻻ و ﻧﻼ ﯾن و ﻓ ﻲ اﻻ و ﻓﻼ ﯾن ﻻ ﻧ ﮫ ﺧ د ﻣ ﺔ ا ﻟ ﻌ ﻣ ﻼ ء ا ﻟ ﻣ ﻣ ﺗ ﺎ ز ة ﺗ ﻌ ط ﻲ ﺛ ﻘ ﺔ ﻟ ﻠ ﻌ ﻣ ﯾ ل
• Customer service reps help customers with installa4on, maintenance,
product guarantees, service warran4es, etc. to increase customer
sa4sfac4on.()ﺗﺳﺎﻋد اﻟﻌﻣﻼء ﻓﻲ اﻟﺗرﻛﯾب واﻟﺿﻣﺎﻧﺎت ﻟزﯾﺎدة رﺿﺎ اﻟﻌﻣﻼء
4- Product Benefits: Labeling:
• Labeling has digital equivalents in the online world.
– provide informa4on about product usage and features. )ﻓﯾﮭﺎ ﻣﻌﻠوﻣﺎت ﻋن
( اﻟﻣ ﻧﺗﺞ و ط ر ﯾﻘﺔ اﺳ ﺗﺧ د اﻣ ﮫ و ﻣ ز اﯾﺎ اﻟﻣ ﻧﺗﺞ
– provide extensive legal informa4on about the so]ware product. )ﺗوﻓر
( ﻣ ﻌ ﻠ و ﻣ ﺎ ت ﻗ ﺎ ﻧ و ﻧ ﯾ ﺔ ﻋ ن اﻟﺑر اﻣ ﺞ
Customer Codesign via Crowdsourcing:
• Internet technology allows collabora4on to occur electronically among
consumers and across interna4onal borders. )ﻋن طرﯾق اﻻوﻧﻼﯾن ﺻﺎر ﻧﻘدر ﻧﻌﻣل
ﺗ ﻌ ﺎ و ﻧ ﺎ ت ﺑ ﯾن اﻟﺷ ر ﻛ ﺔ و اﻟﻌ ﻣ ﻼ ء ﺑ ﺄ ﻧ ﻧ ﺎ ﻧ ﺄﺧ ذ ﻓ ﯾ د ﺑ ﺎ ك ﻋ ن ا ﻟ ﻣ ﻧ ﺗ ﺞ ﻷ ﻧ ﮫ ھ ذ ا اﻟﺷ ﻲ ء ﯾﺳ ﺎﻋ د ﻋ ﻠ ﻰ ﺗط و ﯾر
( اﻟﻣ ﻧﺗﺟ ﺎ ت
• So]ware developers o]en seek customer input about new products.
New-Product Strategies for E-Marke6ng:
• Many new products, firms built around the company’s first successful
product. )ﻣﻌظم اﻟﻣﻧﺗﺟﺎت اﻟﺗﻲ ﺗم ﺑﻧﺎءھﺎ ﺗﻛون ﺣول اﻟﻣﻧﺗﺞ اﻷول اﻟﻧﺎﺟﺢ ﻓﻲ اﻟﺷرﻛﺔ وﺑﻌدھﺎ
( ﯾط ﻠﻌ و ا ﻣ ﻧ ﺗﺞ أﺧ ر ﺟ د ﯾ د
• Other firms have added internet products to an already successful product
mix. () ﺑﻌض اﻟﺷرﻛﺎت ﺗﺿﯾف ﻣﻧﺗﺟﺎت رﻗﻣﯾﺔ ﻋﻠﻰ اﻟﻣﻧﺗﺞ اﻷﺳﺎﺳﻲ اﻟﻧﺎﺟﺢ
Product Mix Strategies:
• Firms will select one or more of the following strategies, based on
marke4ng objec4ves, risk tolerance, resource availability, etc.
) ﻻ ﯾ و ﺟ د ا ﺳ ﺗ ر ا ﺗ ﯾ ﺟ ﯾ ﺔ ﻣ ﻌ ﺗ ﻣ د ة ﻟ ﻸ و ﻧ ﻼ ﯾ ن أ و ا ﻻ و ﻓ ﻼ ﯾ ن و ﻻ ز م ﻗ ﺑ ل أﻓ ﻛ ر ﻓ ﻲ ﺗ و ﻗ ﻌ ﺎ ت ا ﻟ ﻌ ﻣ ﻼ ء ﻷ ن
( اﻻ و ﻧﻼ ﯾن ھ م اﻟﻣ ﺗﺣ ﻛ ﻣ ﯾن ﻓ ﯾﮫ
