市場營銷英文課件07(編輯修改稿)
2025-03-23 14:17 本頁面
【文章內(nèi)容簡介】 ually replaced by another new product. ? Introduction Stage ? Growth Stage ? Maturity Stagelook at MiniCase ? Decline Stage ? PLC for Different Products ? Not all products will follow the above mentioned product life cycle. ? For example, fashion products are introduced, and then decline. After a period of time, those products may resurge to repeat the life cycle. ? Product Life Cycle across Countries ? A product can be in different PLC stages in different countries. ? According to the American Marketing Association, a brand is a name, term, sign, symbol, or design, or a bination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the petitors. ? Related Concepts of a Brand ? Benefits of a Brand ? Deciding to Brand or Not ? Owning a Brand ? No Brand ? Deciding a Brand Sponsor ? Manufacturer’s Brand ? Distributor’s or Retailers’ Brand ? Licensing ? CoBrandingLook at MiniCase ? Choosing a Brand Strategy ? (1) Line Extensionpanies use an established product’s brand name to launch a new, slightly different item in the same product category. ? Look at MiniCase ? (2) MultiBranda marketing strategy under ? which two or more similar and peting products of a firm are marketed under different brand names. ? (3) Brand Extensiona marketing strategy in which a firm markets a different category of products under an already established and well known brand name. ? (4) New Brandsa pany introduces a pletely new category of products and create a new brand or purchase an established brand from other panies. ? Look at MiniCase ? (1) Developing Brand Vision ? (2) Establishing Brand Position ? The Use of Perceptual Mapping to Position a Brand ? (3) Fulfilling Brand Promise ? (4) Communicating Brand Position ? Integrated marketing munications strategy Firstly, brand position should be continuously municated to consumers so as to build a good perception of the brand in
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