英语翻译The ultimate purpose of this chapter is to introduce the

英语翻译
The ultimate purpose of this chapter is to introduce the idea that products are planned,and that a whole series of decisions go into this planning process-from the moment the product idea is first conceptualized to the day it is finally deleted.The particular label placed on the company's plan for marketing its product is the product strategy.It is part of the marketing strategy and should harmonize with it.Like the marketing "traiegy,it contains three important elements.(1) the determination of product objectives,(2) the development of product plans that will help reach product objectives,and (3) the development of strategies appropriate for the introduction and management of products.
The Determination of Product Objectives
There are a great many objectives that relate to the product management effort.Rather th a.1.attempting to provide a complete list,a discussion of the most common product objectives will provide an adequate illustration .4
It is safe to conclude that a universal objective is growth in sales as a result of the introduction of a new product or the improvement of an existing product.Certainly,there is little need to engage in either product activity unless this objective is present.
An objective related to growth in sales is finding new uses for established products.Since this process is generally easier than developing new products,the search for new uses of older products goes on endlessly.For example,Texas Instruments has found numerous uses for their basic product,the semiconductor.
Using excess capacity is another commonly stated product objective.This objective is prompted by the rapid turnover products and the resulting changes in market share.Of course,such utilization is always a short-run consideration.In the long rJn,only those products that C3:l generate a continuing level of profitability should be retained,regardless of the problem of excess capacity.
Maintaining or improving market share may also be an objective shared by many companies.In such cases,the emphasis of the firm is on their competitive position rather Ulan attaining a target level of profits.Creating product differentiation is often the primary strategy employed to reach this objective.
Developing a full line of products is another typical objective.A company with a partial product line may well consider the objective of rounding out its product offerings.Often,the sales force provides the impetus for this objective in that they may need a more complete product line to offer their custoJ11ers,or the resellers themselves may request a greater assortment.
Expanding a product's appeal to new market segments is a common objective.John Deere is attempting to increase its small share of the consumer power products market by aiming at suburbanites and women farmers.They have introduced a series of redesigned lawn and garden tractors,tillers,and snow blowers that are easier for women to operate.

本章的最终目的是介绍产品的想法,计划,以及一系列的决定进入这一规划过程,从目前的产品概念,首先是概念化的最终删除的一天.特定的标签上该公司的销售其产品计划是放在产品战略.它是营销战略的一部分,应协调它.像营销“traiegy,它包含三个重要因素.（1）产品目标的确定,（2）产品的计划,将帮助实现产品目标,与发展（3）引进和管理适当的发展战略产品.
对产品目标的确定.
有一个很大,涉及到产品管理工作的许多目标.答：相反日1.试图提供一个完整的清单,最常见的产品目标的讨论将提供足够的例证.
它是安全的结论是一个普遍的目标是在作为一个新产品引进或改进现有产品的销售增长的结果.当然,有一点是要在这两种产品中活动,除非这个目标存在.
相关的销售增长是建立产品寻找新用途的目标.由于这个过程通常比开发新产品更容易,对老产品的新用途无休止地去寻找.例如,德州仪器已找到他们的基本产品,半导体的众多用途.
利用产能过剩是另一种常见的说明产品的目标.这一目标是营业额的快速提示Ø〜产品和市场份额带来的变化.当然,这种利用始终是一个短期的考虑.从长远rJn,只有那些产品补体C3：升产生持续的盈利水平应予以保留,不论产能过剩的问题.
维持或提高市场份额还可能是由许多公司的共同目标.在这种情况下,该公司的重点是其竞争地位的目标实现的利润水平,而乌兰巴托.建立产品差异往往是主要的经营策略来达到这一目标.
开发一个完整的产品线是另一个典型的目标.一个有部分公司的产品线很可能考虑舍入其产品系列的目标.通常,销售人员提供了实现这一目标的动力,因为它们可能需要一个更完整的产品线,提供他们custoJ11ers,或经销商本身可能要求更大的品种.扩大了产品的呼吁,新的细分市场.
是一个共同的目标.约翰迪尔正试图增加在郊区居民和女性农民瞄准其电源产品的消费市场所占份额很小.他们推出了重新设计的草坪和园艺拖拉机,耕耘机,鼓风机和雪是妇女更容易操作系列.