作者：Cameron Powell 6 年以前
294
p15029@canford.com
Marketing Mix and Strategy
Price Skimming
price set at high level to maximise
early market share and products USP
Price Penetration
aim to compete on pirce
Cost-Plus Pricing
markup cost to products unit cost
Predatory
pricing good at low level other firms can't
compete
forced to leave market
Psychological
little less than a round number, e.g. £19.99
Direct online
producer sells directly to consumer
through mail order or website
Online Retail
electronic commerce. goods bought over internet
Product Life Cycle
Development, Introduction, Growth, Maturity, Decline
Extension Strategy
prevent medium-to-long term decline in sales
improvements, tweaks, promotional activity
Pricing Tactics
short term pricing deal and offers
aiming to increase sales
Pricing Strategies
plan for setting product's price,
medium-to-long term
Promotion
informs customers about a product
and persuades them to but it
Branding
individual brands (Marmite), brand family (Cadbury), corporate brands (virgin)
giving a product/service distinctiveness/identity
Design Mix
Waste minimisation, recycling and ethical sourcing
Aesthetics, Function and Economic Manufacture
Design
balance between consumer
desire and affordability
Marketing Strategy
Niche Business
Advertise for specific people
Customer Care- often experts
on product category
Heavily Advertise USP
Product Portfolio Analysis
market share and market growth
Cash Cow, Rising Star,
Question Mark, Dog
