On Risk and Control of Marketing.docVIP

 PAGE \* MERGEFORMAT 20 On Risk and Control of Marketing A, marketing, risk definition Marketing, risk, refers to the process of carrying out marketing activities, due to adverse environmental factors that result in damage to or failure of marketing activities in the state. Enterprises in the process of carrying out marketing activities to be marketing to the potential risks, and efforts to prevent, set up control measures and programs, and ultimately corporate marketing objectives. Marketing includes four major risks: 1, product risk. Product risk is that products in the market when the state is not marketable. Product risk also include product risk, product features quality risk, product market timing risk and the risk of product market positioning, product brand names risks. (1) product design, risk is an enterprise product designed to become obsolete or too far ahead of meeting market needs of customers. (2) The product features quality risk mainly refers to the enterprises sold products, features or product quality, lack of functional quality surplus, can not fully meet user needs. (3) Product market timing risk is that products enter the market timing irregularity. (4) product market position risk is the risk characteristics of such products do not conform to customer requirements with the market. (5) The risk is the product brand mark has been infringed, or improper maintenance brand names, so that when the brand-name reputation damage to the state. First, its performance has been an external business or individual infringement, and second, the timely registration of the brand without being registered by someone else, three is the brand name after the formation of negligent maintenance or inadequate maintenance and damage the credibility of Er Shi. 2, pricing risk. Pricing risk is the company set the price for the products improper lead to market competition, or user interests have been injured, or damage to the state of corporate profits. Price ris