Marketing costs - never mind the pain Liquor Company.docVIP

 PAGE \* MERGEFORMAT 10 Marketing costs - never mind the pain Liquor Company Income Statement as high under the liquor industry, attracted a lot of foreign capital involved, but often came back with nothing, or even lose the most vividly, in addition to competition in the industry trend, the market environment changes and other factors, the high cost of many companies market anticipated. The advertising industry had a famous saying: ‘I know half my advertising is wasted, but do not know which half. ‘This remark also applies to liquor companies. Many companies to market before the cost estimates seems to be perfect and viable, profit was also considerable room for maneuver in the market to do gymnastics at the beginning, often beautifully, blatantly listing, heavyweight advertising bombing carpet personnel promotion, decision does not mean the use of the cost, because they bear in mind the ‘give in order with’ the ancient and more convinced that the theory of product life-cycle costs in period can account for more than 50% of the overall cost of the truth, and advertising into the store charges, Promoters wages, a variety of shops and public relations costs, they expect an ideal future, a good start, but in the prosperous bustle after the outcome is often unsatisfactory, mainly reflected in: Placid This is the company’s most reluctant to see the scene, perhaps in itself a wrong start. Market positioning errors, lack of competitiveness of their products, promotions are not sufficiently strong strategic direction deviation, etc., is equal to the wrong time to launch a wrong war. Flash in the pan the market has started, has set off an upsurge in sales of small, but the climax after the result of market changes or the involvement of its competitors, the market went to the flat or even shrink. Bloodshed - a number of pre-investment enterprises through the channel move rapidly to expand the way the product, and partially funds withdrawn from circulation, the su