市场的营销英文课件07.pptVIP

2.1 Deciding to Brand or Not Owning a Brand No Brand 2.2 Deciding a Brand Sponsor Manufacturer’s Brand Distributor’s or Retailers’ Brand Licensing Co-Branding----Look at Mini-Case 7.5 2.3 Choosing a Brand Strategy (1) Line Extension--companies use an established product’s brand name to launch a new, slightly different item in the same product category. Look at Mini-Case 7.6 (2) Multi-Brand--a marketing strategy under which two or more similar and competing products of a firm are marketed under different brand names. (3) Brand Extension--a marketing strategy in which a firm markets a different category of products under an already established and well known brand name. (4) New Brands--a company introduces a completely new category of products and create a new brand or purchase an established brand from other companies. Look at Mini-Case 7.7 (1) Developing Brand Vision (2) Establishing Brand Position The Use of Perceptual Mapping to Position a Brand (3) Fulfilling Brand Promise (4) Communicating Brand Position Integrated marketing communications strategy Firstly, brand position should be continuously communicated to consumers so as to build a good perception of the brand in customers’ minds. Secondly, the company needs to train its employees to be customer-oriented. Lastly, brand strengths and weakness should be examined regularly to see whether the brand needs to be repositioned. Diversification 多样化 product line 产品线 Standardization 标准化 product mix 产品组合 convenient product 便利品 return on investment 投资回报率 specialty product特殊品 PLC 产品生命周期 high-end 高端的 Overcapacity 产能过剩 1. 惠普推出的新产品具有什么特点？新产品的开发依据是什么？ 惠普在经历了一些列的质量事件后，决心在中国市场重振旗鼓，鉴于笔记本的竞争取决于价格、外观和售后，惠普决定在外观上下功夫。 G系列拥有华丽的金属外观，人性化的设计体验，配以主流功能和配置。共有炫酷黑、霓彩红、香槟金三种颜色供选择。配置上采用全新32纳米英特尔酷睿TM i3/i5处理器，搭载支持DX11特效的ATI RadeonTM HD5470独立显卡，配以500G超大硬盘，加上预装正版windows7操作系统，产品设计与风格焕然一新，因此在国内同价位笔记本电脑市场上成为领头羊，一改消费者眼中“傲慢”与“迟钝”的形象。 惠普该新产品的设计是基于过去的失败经验和对市场进一步调研分析的结果。 2. 惠普G 系列电脑的产品