【文章內(nèi)容簡介】 ionable ? Size, purchasing power, profiles of segments can be measured. ? Segments must respond differently to different marketing mix elements actions. ? Must be able to attract and serve the segments. Effective Segmentation 169。2023 Prentice Hall Additional Segmentation Criteria ? Ethical Choice of Market Targets ? Segment Interrelationships Supersegments ? SegmentbySegment Invasion Plans ? Intersegment Cooperation 169。2023 Prentice Hall Objectives ? Identify Differentiating Attributes ? Choosing Communicating Effective Positioning ? Marketing Strategies Along the Product Life Cycle ? Marketing Strategy Market Evolution 169。2023 Prentice Hall Product Differentiation Form Fea tures Perfor mance Quality Conform ance Quality Dura bility Relia bility Repair ability Style Design 169。2023 Prentice Hall Delivery Services Differentiation Ordering Ease Maintenance Repair Customer Training Installation Customer Consulting Miscellaneous Services 169。2023 Prentice Hall Differentiation ? Personnel ? Channel 169。2023 Prentice Hall Image Differentiation 169。2023 Prentice Hall Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important 169。2023 Prentice Hall Positioning is the act of designing the pany’s offering and image to occupy a distinctive place in the the target market’s mind. P 298 169。2023 Prentice Hall Sales Profit Life Cycles Introduction Growth Maturity Decline Time Sales profits ($) 169。2023 Prentice Hall Four Introductory Marketing Strategies Rapid skimming strategy Rapid peration strategy Slow peration strategy Slow skimming strategy Price Low High Promotion High Low 169。2023 Prentice Hall Maturity Stage ? Market Modification ? Product Modification ? MarketingMix Modification 169。2023 Prentice Hall Decline Stage ? Decrease investment ? Resolve uncertainties stable investment ? Selective niches ? Harvesting ? Divesting 169。2023 Prentice Hall Market Evolution ? Emergence ? Growth ? Maturity ? Decline 169。2023 Prentice Hall Objectives ? Challenges in New Product Development (NPD) ? Organizational Structure NPD ? Stages Management of NPD ? Diffusion Adoption of New Products 169。2023 Prentice Hall Why New Products Fail ? “ Over Championing” ? Overestimated Demand ? Poor Design ? Poor Marketing Execution ? High Development Costs ? Strong Competitive Reaction 169。2023 Prentice Hall Challenges in NPD ? Idea Shortage ? Fragmented Markets ? Social Governmental Constraints ? Cost ? Capital Shortage ? Need for Speed ? Shorter Product Life Cycles 169。2023 Prentice Hall Probability of Success Probability of technical pletion Overall probability of success = Probability of mercialization given technical pletion X Probability of economic success given mercialization X 169。2023 Prentice Hall Concept Development Testing 1. Develop Product Ideas into Alternative Product Concepts 2. Concept Testing Test the Product Concepts with Groups of Target Customers 3. Choose the Best One 169。2023 Prentice Hall ConsumerGoods Market Testing Sales Wave Research Test offering trail to a sample of consumers in successive periods. Simulated Test Market Test in a simulated shopping environment to a sample of consumers. Standard Test Market Full marketing campaign in a small number of representative cities. Controlled Test Market A few stores that have agreed to carry new products for a fee. 169。2023 Prentice Hall Commercialization When Where Whom Product Price Place Promotion 169。2023 Prentice Hall Characteristics of the Innovation Rate of Adoption ? Relative advantage ? Compatibility ? Complexity ? Divisibility ? Communicability 169。2023 Prentice Hall Objectives ? Factors to Consider Before Going Global ? Selecting Foreign Markets ? Foreign Market Entry ? Product Adaption for Global Marketing ? Management Organization of Global Activities 169。2023 Prentice Hall Major Decisions in International Marketing Deciding whether to go abroad Deciding which markets to enter Deciding how to enter the market Deciding on the marketing program Deciding on the marketing anization 169。2023 Prentice Hall Challenges in Going Global ? Shifting borders ? Unstable governments ? Foreignexchange ? Corruption ? Technological pirating 169。2023 Prentice Hall Criteria for Entry ? Market Attractiveness ? Risk ? Competitive Advantage 169。2023 Prentice Hall Five Models of Entry Into Foreign Markets Direct invest ment Joint ventures Licensing Direct exporting Indirect Exporting Amount of mitment, risk, control, and profit potential 169。2023 Prentice Hall Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad 169。2023 Prentice Hall Five International Product and Promotion Strategies Dual adaptation Promotion Product Product adaptation Adapt product Straight extension Do not change product Do not change promotion Communi cation adaptation Adapt promotion Develop new product Product invention 169。2023 Prentice Hall Pricing Challenges Price Escalation Dumping charges Gray markets Transfer prices 169。2023 Prentice Hall Wholechannel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers 169。2023 Prentice Hall Objectives ? Product Characteristics ? Building Managing