新编实用英语综合教程_3Unit_1_Promoting_Activities.pptVIP

Marketing mix The marketing mix is generally accepted as the use and specification of the 6 Ps describing the strategic position of a product in the marketplace. The 6 Ps refers to Plan, Pick, Price, Package, Promote and Prove as follows: 1. Plan your marketing strategy. 2. Pick a way to market. 3. Price it right. 4. Package it professionally. 5. Promote your product/service. 6. Prove that it works. If not, make it better or go back to 1. Advertising The best approach to advertising is to think of it in terms of media and which media will be most effective in reaching your target market. Then you can make decisions about how much of your annual advertising budget you’re going to spend on each medium. The most frequently-used advertising methods are as follows: the Internet television radio newspapers magazines telephone books/directories billboards bench/bus/subway ads direct mail Back PASSAGE II Apple’s New Strategy: Trickle-down Innovation When it comes to smartphone innovation, Apple just changed its strategy in a fundament way. Instead of releasing one new premium product each year, Apple has now adopted the approach favored by the world’s most successful consumer brands: creating a high-end premium line for the most affluent customers and a scaled-down product line at a lower price point for everyone else. In the case of Apple, it means offering the high-end Apple IPhone 5S in gold, silver and platinum to its most affluent customers, and a cheaper IPhone 5C in fun plastic colors for everyone else. In other words, people with gold cards get the gold phones, and the creative types get the colorful phones. Apple’s new approach has consequences for innovation in the smartphone market. The innovative new technologies that are included as part of the iPhone 5S – like the fingerprint sensor Touch ID, the upgraded camera functionality and the new motion sensor chip for fitne