Marketing_Chapter_4.pptVIP

制定绿色产品的价格 绿色产品在市场的投入期，生产成本会高于同类传统产品 在产品开发中，因增加或改善环保功能而支付的研制经费 在产品制造中，因研制对环境和人体无污染、无伤害而增加的工艺成本 使用新的绿色原料、辅料而可能增加的资源成本 由于实施绿色营销而可能增加的管理成本、销售费用 产品价格的上升会是暂时的，随着科学技术的发展和各种环保措施的完善，绿色产品的制造成本会逐步下降，趋向稳定 * 绿色营销的渠道策略 启发和引导中间商的绿色意识 注重营销渠道有关环节的工作。 尽可能建立短渠道、宽渠道 * 搞好绿色营销的促销活动 指导绿色消费，启发引导消费者的绿色需求 绿色广告 绿色推广 绿色公关 * Case Study Trap-Ease America: The Big Cheese of Mousetraps * Q1. Martha and the Trap-Ease America investors believe they face a once-in-a-lifetime opportunity. What information do they need to evaluate this opportunity? How do you think the group would write its mission statement? How would you write it? Q1：玛莎和捕鼠易公司的投资者们感到他们面对着百年一遇的好机会。他们需要什么信息来评价这个机会？你认为他们应当怎样写公司的使命陈述?你会怎么写呢？ * Answer to Q1 Information need to be evaluated Customer needs Competitor Environment Five criteria of a company mission statement is marketing orientation, realistic, specific, motivating and fit to marketing environment E.g. “Offering a clean, safe and efficient mousetrap to every family at low cost.” * Q2. Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target? Q2：玛莎是否已经识别出了捕鼠易的最佳目标市场？还有什么其他的子市场可以成为公司的目标市场？ * Martha has identified the best target market is the women often stayed at home and took care of their children. Other market segments Food company Laboratory Professional mouse hunt company * Q3. How has the company positioned the Trap-Ease for the chosen target market? Could it position the product in other ways? Q3：根据目标市场，公司是如何对捕鼠易进行定位的？公司还可以采取其他的定位方式吗？ * To satisfy the consumer’s basic needs of safety and cleanness. Disease control * Q4. Describe the current marketing mix for Trap-Ease. Do you see any problems with this mix? Q4：描述捕鼠易公司当前的营销组合。你觉得这个营销组合有什么问题吗？ * The current marketing mix for trap-ease: Product: Trap-Ease innovative mousetrap Price: high price, retail at $2.49 Place: Large Retailers, Safeway, Kmart, Hechingers CB Drugs Promotion: Trade shows, Home-and-Shelter style magazines, Publicity * Problems with the mi