商务英语(2.pptVIP

Chapter 6 (2) Marketing The Product Life Cycle Place—It is selective and scattered as the firm commences implementation of the distribution plan. Promotion—It is aimed at building brand awareness. ? Place—It becomes more intensive. Trade discounts （贸易折扣) are minimal if resellers show a strong interest in the product. ? Promotion—Increasing advertising to build brand preference. ? Place—New distribution channels and incentives to resellers in order to avoid losing shelf space. ? Promotion—Emphasis on differentiation and building of brand loyalty. Incentives to get competitors customers to switch to your advantage. ? Place—Place becomes more selective. Channels that no longer are profitable are phased out (逐步淘汰). ? Promotion—Expenditures are lower and aimed at reinforcing the brand image for continued products. Influence on Consumer Purchase Decisions Social: family; roles, reference groups; social class Psychological: motive; perception; attitude; learning; personality Demographic: personal characteristics Situational: conditions that exist when a person is making a purchase decision To define what you want to find out Address a specific topic or problem Clear purpose and plan Exploratory research Experimental research Descriptive research Primary data Secondary data A sample Computer Some special programs Requirements of Market Segments Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: The segments must be reachable through communication and distribution channels. Substantial: The segments must be sufficiently large to justify the resources required to target them. Unique needs: To justify separate offerings, the segment must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. Segmentation Bases （细分依据） ? How can you inform customers about your product? ? What positive points about your