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索尼宜家分析以及internationaltransnationalglobalmultinational区别.doc

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索尼宜家分析以及internationaltransnationalglobalmultinational区别

第一题 The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P’s, the marketing mix elements are price, place , product, and promotion. In order to better explain the 4Ps. Let us look at Sonys marketing mix in China. PRODUCT: product strategy for Sony Ericsson mobile phone Mobile technology products and fashion products is unity. In order to update the product quickly and keeping up with fashion trends. Since Sony Ericsson officially launched in China. The full integration of the two parent companies own characteristics on consumer electronics technology and content, and soon formed high-tech products, and mobile phones. And a R D center has been set up in Beijing. And in 2005 introduced a breath from top to bottom a total of more than a dozen models of Sony Ericsson products only for China consumers. What’s more, Sony Ericsson added image, entertainment and connectivity features into the phone, the phone is no longer just a communication tool, the phone also has a fashion and entertainment elements. The above reflects the success from the side of Sony Ericsson mobile phones in developing good grasp of Chinese mobile phone trends PRICE: price strategy for Sony Ericsson phones Price strategy is to study how to make it easier for consumers to accept the price to sell products. It is an important means to achieve business goals. Price is the only factor in the marketing mix to create income, which directly influence and determine the level of corporate income. Sony Ericsson is positioned in the high-end market, from entering the Chinese market since the high prices mainly for business people and young fashion, the price of new product is usually 2000-4000 Yuan. In recent years, Sony Ericsson have begun to consider the extent of Chinese consumer spending. Launched a number of low-end entry-phones. Which is also popular. This makes the companys products can cover various