課件-產(chǎn)品策略英文-資料下載頁(yè)
2025-02-21 13:57本頁(yè)面
【正文】 unit that automatically coordinates the settings for various ponents say, the TV, the stereo system, a cable box, and a VCR 一 even if they are from different manufacturers. All the user has to do is press the on button on the remote control and set the volume. Wellknown petitors like Pioneer and Sony still don39。t have anything to match the easeofuse of the Altos model. In addition, to attract support from traditional retailers of home electronics products, Altos is offering a very low wholesale price. Even at the very low suggested retail price, this will make the Altos receiver very profitable for the retailers. Altos39。s marketing manager says that this very aggressive pricing will pay off. He predicts that in the next decade home theatre systems will replace standard stereo receiver systemsand that already prices of the surround sound systems are dropping rapidly. He says that this will stimulate even faster growth in the home theatre market. 3. Visual Health Corporation has announced that it will no longer produce hard contact lenses. A spokesman for the pany said that the firm39。s share of the market for hard contact lenses had grown in each of the last five years, but that the overall market was shrinking as more consumers were switching to other alternativesincluding disposable contacts, gaspermeable lenses, and even surgical procedures such as radial keratotomy. Visual Health39。s management has indicated that its decision was motivated by the need to pursue more profitable opportunities. The firm39。 s sales manager also said that the decision was hastened by the fact that several other firms serving this market had begun to focus on illconceived price promotions that were eroding what profit might be possible from serving those consumers who still prefer the oldstyle hard lenses. 4. Bill Works, legendary founder of Orange Computer Company, has announced that his puter pany will no longer manufacture puter hardware. Instead, the pany will focus its effort on developing highperformance, graphically oriented soft ware for use in navigating the Inter and searching for information on the World Wide Web. Some experts applaud Works39。s decision to focus on software for the Web, which takes advantage of the explosive growth of interest in the Inter and the revolution it is likely to prompt in puting. However, Netware, Novell, Microsoft , IBM, and other firms that helped create the market for work software, already have a formidable head start. 5. Beauty Care, Inc., one of the nation39。s largest producers of personal care products, has just announced plans to sell a new shampoo called GentleCare. The pany is spending heavily on magazine and TV ads that will promote GentleCare as 39。The shampoo that everyone can use daily. No other shampoo is as gentle on your hair or provides as clean and natural a scent. Free samples of Gentlecare will be attached to packages of other Beauty Care products, and magazine ads will include centsoff coupons. Despite intense petition, Beauty Care expects its new product to capture a 5 percent share of the slowly growing shampoo market. 8. New Product Development ? New product: a product that is new in any way for the pany concerned. ? For many firms the key to success and survival is identifying and developing new product ideas, along with effective strategies to go with them. But it is not easy. It demands money, effort, time and talentand even then, the risks and costs of failure are high. NewProduct Development Process Idea Generation Ideas from: Customers and users Marketing research Competitors Other markets Company people Intermediaries Screening Strengths and weaknesses Fit with objectives Market trends Rough ROI estimate Idea Evaluation Concept testing Customer reactions Rough estimates of cost, sales, profits Development R amp。 D Develop model or service prototype Test marketing mix Revise plans as needed ROI estimate Commercial ization Finalize product and marketing plan Start production and marketing “Roll out” in select markets Final ROI estimat
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1