ic行銷實務(wù)(編輯修改稿)
2025-03-04 08:16 本頁面
【文章內(nèi)容簡介】 er customers Profits Negative Rising profits High profits Declining profits Customers Innovators Early adopters Middle majority Laggards Competitors Few Growing numbers Stable number beginning to decline Declining number 行銷策略 Sales Introduction Growth Maturity Decline STRATEGIES Product Phase out weak items Offer a basic product Offer product extensions, service, warranty Diversify brands models Price Use costplus Price to perate market Price to match or beat petitors Cut price distribution Build selective distribution Build intensive distribution Build more intensive distribution Go selective: phase out unprofitable outlets Sales promotion Use heavy sales promotion to entice trial Reduce to take advantage of heavy consumer demand Increase to encourage brand switching Reduce to minimal level Time Marketing Positioning ?利用口碑 ?形成策略性關(guān)係 ?賣對顧客 ?發(fā)展基礎(chǔ)結(jié)構(gòu) ?媒體行銷輔助 Corporate Positioning ? Market Leader : 40% ? Market Challenger : 30% ? Market Follower: 20% ? Market Nicher: 10% ??? Is your corporate profitable? 選擇目標(biāo)市場考慮因素 ?公司資源 ?目前公司的市場地位 ?市場潛力 ?競爭優(yōu)劣分析 ?競爭者策略 ?公司的目標(biāo)與策略 四、如
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