7產(chǎn)品策略雙語(編輯修改稿)
2025-02-12 11:53 本頁面
【文章內(nèi)容簡介】 過程，受需求與技術(shù)的生命周期的影響。 24 Product LifeCycle Introduction 導(dǎo)入 Growth 成長 Maturity 成熟 Decline 衰退 Time Profits Sales Sales and profits 25 教學(xué)引例 請(qǐng)描述時(shí)尚產(chǎn)品的生命周期曲線及其特點(diǎn)？ 26 PLC of Fads 時(shí)尚產(chǎn)品 ?來也匆匆 ?去也匆匆 時(shí)間 銷售額 27 Other styles of PLC Sales Time Styles 風(fēng)格 Fashions 流行 Sales Time 28 課堂研討 2 手表、機(jī)械手表與“上?！迸茩C(jī)械表，請(qǐng)問誰的生命更長？ 29 產(chǎn)品種類、品種和品牌的生命周期 產(chǎn)品種類：手表 產(chǎn)品品牌： 上海牌 產(chǎn)品品種： 電子表 銷售量 時(shí)間 30 課堂思考 1 請(qǐng)分析說明下列產(chǎn)品分別處于 PLC的哪個(gè)階段？ 導(dǎo)入期 成長期 成熟期 衰退期 家用汽車 汽車電話 計(jì)算機(jī) 電視機(jī) 打字機(jī) 傳呼機(jī) 31 ? Product development ? Introduction ? Growth ? Maturity ? Decline ? Low sales ? High cost per customer acquired ? Negative profits ? Innovators are targeted ? Little petition PLC Stages Goal 4: Realize how marketing strategies change during the product life cycle Product LifeCycle Strategies 產(chǎn)品生命周期策略 32 Marketing Strategies: Introduction Stage ? Product – Offer a basic product ? Price – Use costplus basis to set ? Distribution – Build selective distribution ? Advertising – Build awareness among early adopters and dealers/resellers ? Sales Promotion – Heavy expenditures to create trial Goal 4: Realize how marketing strategies change during the product life cycle 33 ? Product development ? Introduction ? Growth ? Maturity ? Decline ? Rapidly rising sales ? Average cost per customer ? Rising profits ? Early adopters are targeted ? Growing petition PLC Stages Goal 4: Realize how marketing strategies change during the product life cycle Product LifeCycle Strategies 產(chǎn)品生命周期策略 34 Marketing Strategies: Growth Stage ? Product – Offer product extensions, service, warranty ? Price – Peration pricing ? Distribution – Build intensive distribution ? Advertising – Build awareness and interest in the mass market ? Sales Promotion – Reduce expenditures to take advantage of consumer demand Goal 4: Realize how marketing strategies change during the product life cycle 35 ? Product development ? Introduction ? Growth ? Maturity ? Decline ? Sales peak ? Low cost per customer ? High profits ? Middle majority are targeted ? Competition begins to decline PLC Stages Goal 4: Realize how marketing strategies change during the product life cycle Product LifeCycle Strategies 產(chǎn)品生命周期策略 36 Marketing Strategies: Maturity Stage ? Product – Diversify brand and models ? Price – Set to match or beat petition ? Distribution – Build more intensive distribution ? Advertising – Stress brand differences and benefits ? Sales Promotion – Increase to encourage brand switching Goal 4: Realize how marketing strategies change during the product life cycle 37 ? Product development ? Introduction ? Growth ? Maturity ? Decline ? Declini
化學(xué)相關(guān)推薦
鄂ICP備17016276號(hào)-1