marketing_mix市场营销组合.ppt

Marketing Mix Promotion The purpose of promotion is to stimulate demand for the company’s products. Common promotional techniques include: advertising, packaging, branding, personal selling, sales manuals, enlisting of dealer cooperation in displaying goods at the point of purchase, and coupons(赠券) and premiums(奖赏). A firm may not use all of these promotional techniques to move a product, but many will rely on two or three of them because one alone cannot usually do the job. Promotion personal selling advertising public relations (PR) sales promotion 4 ways for promotion Case Study A products life cycle (PLC) can be divided into several stages characterized by the revenue generated by the product. If a curve is drawn showing product revenue over time, it may take one of many different shapes, an example of which is shown below: Case Study A products life cycle (PLC) 产品生命周期各阶段基本策略： 导入期 —— 突出一个“快”字； 成长期 —— 强调一个“好”字； 成熟期 —— 抓住一个“优”字； 衰退期 —— 明确一个“转”字。 Case Study First stage --- development Product development is the incubation stage of the product life cycle. There are no sales and the firm prepares to introduce the product. As the product progresses through its life cycle, changes in the marketing mix usually are required in order to adjust to the evolving challenges and opportunities. Case Study Second stage --- introduction The primary goal is to establish a market and build primary demand for the product class. Case Study The marketing mix may as following: Product - one or few products, relatively undifferentiated Price - Generally high, assuming a skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly. In some cases a penetration pricing strategy is used and introductory prices are set low to gain market share rapidly. Case Study Place - Place is selective and scattered as the firm commences implementation of the distributi