【正文】 重復購買 營銷策略 83 商業(yè)推廣 上市時間 上市地點 目標市場 導入策略 84 服務產(chǎn)品 ? 服務產(chǎn)品的基本特征 85 ? 服務營銷組合（ 7Ps） 產(chǎn)品 Product 定價 Pricing 分銷 Placing 促銷 Promotion 人 People 服務過程 Process 有形展示 Physical Evidence 86 ? 課后思考 87 謝謝 88 靜夜四無鄰，荒居舊業(yè)貧。 ?產(chǎn)品組合： 企業(yè)提供給用戶的所有類別和品種的產(chǎn)品 ,由產(chǎn)品線和產(chǎn)品項目組成。 產(chǎn)品策略 Product strategy 定價策略 Pricing strategy 分銷策略 Placing strategy 促銷策略 Promotion strategy 2 從“ 4P”到“ 4C” Product 產(chǎn)品 Pricing 定價 Placing 分銷 Promotioning 促銷 Customer 顧客 Cost 成本 Convinience 便利 Communication 溝通 3 4 ? 產(chǎn)品的概念 ? 產(chǎn)品策略 ? 產(chǎn)品生命周期 ? 新產(chǎn)品 5 一、產(chǎn)品整體觀念 ? 產(chǎn)品是能滿足一定的消費需求并能通過交換實現(xiàn)其價值的物品和服務。 ?產(chǎn)品商標： 經(jīng)過申請 、 有關部門審查并 批準、受法律保護的品牌。 43 產(chǎn)品生命周期的概念 一種新產(chǎn)品從投入市場直到被市 場淘汰的整個過程。 :09:2023:09:20February 1, 2023 1他鄉(xiāng)生白發(fā)，舊國見青山。 :09:2023:09Feb231Feb23 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 , February 1, 2023 閱讀一切好書如同和過去最杰出的人談話。 2023年 2月 1日星期三 4時 9分 20秒 16:09:201 February 2023 1一個人即使已登上頂峰，也仍要自強不息。 :09:2023:09Feb231Feb23 1越是無能的人，越喜歡挑剔別人的錯兒。 :09:2023:09:20February 1, 2023 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 。 47 I. Product Life Cycle (PLC) ? describes the advancement of products through identifiable stages of their sales history ? is a useful concept for planning and control ? Four stages: ? Introduction ? Growth ? Maturity ? Decline 48 Time Introduction Growth Maturity Decline Industry Sales 49 ? Basic Premises: ? products have a limited life ? product sales pass through distinct stages, each with different marketing implications ? profits rise and fall at different stages in the life cycle ? products require different marketing, financial, manufacturing, purchasing, personnel strategies in each stage of their life cycle 50 Investment Time Conception and product development Introduction Growth Maturity Decline Sales curve Profit curve 51 FIGURE 111 How stages of the PLC relate to a firm’ s marketing objectives and marketing mix actions II. PLC Stages Characteristics 52 Introduction Growth Maturity Decline Objective Create Gain consumer awareness, Stimulate trial, Stimulate purchase Stress Differentiation Maintain Brand Loyalty consumers still consider brand in assortment Harvest (retains product but reduces marketing support), Delete (drops the product) Sales Start out slowly but begin to climb Climb more rapidly Increase at a slower rate but will eventually decline Decline Marketing Costs High to stimulate primary demand (desire for product class) Mostly spent on educating Target Markets Still high to stimulate selective demand, municate position of brand versus petitors’ products Competition forces prices to fall but firm still needs to maintain visibility in market (high costs) Reduce and consolidate spending Production As forecasted, Make adjustments after launch Increase Increase SKU Decrease Competition Little Increasing forces product improvement Fierce, Many Changing, Reduced Profits Minimal/Losses Increase Slow Increase, then Decrease Low 53 III. Strategies