市場營銷產(chǎn)品組合與產(chǎn)品策略(參考版)
2025-01-15 16:16本頁面
【正文】 2023年 2月 1日星期三 4時 9分 20秒 16:09:201 February 2023 1一個人即使已登上頂峰，也仍要自強不息。 2023年 2月 1日星期三 下午 4時 9分 20秒 16:09: 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。勝人者有力，自勝者強。 :09:2023:09Feb231Feb23 1越是無能的人，越喜歡挑剔別人的錯兒。 , February 1, 2023 閱讀一切好書如同和過去最杰出的人談話。 2023年 2月 1日星期三 4時 9分 20秒 16:09:201 February 2023 1空山新雨后，天氣晚來秋。 。 :09:2023:09:20February 1, 2023 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 :09:2023:09Feb231Feb23 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 , February 1, 2023 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 2023年 2月 1日星期三 4時 9分 20秒 16:09:201 February 2023 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 。 :09:2023:09:20February 1, 2023 1他鄉(xiāng)生白發(fā)，舊國見青山。 :09:2023:09Feb231Feb23 1故人江海別，幾度隔山川。 , February 1, 2023 雨中黃葉樹，燈下白頭人。 47 I. Product Life Cycle (PLC) ? describes the advancement of products through identifiable stages of their sales history ? is a useful concept for planning and control ? Four stages: ? Introduction ? Growth ? Maturity ? Decline 48 Time Introduction Growth Maturity Decline Industry Sales 49 ? Basic Premises: ? products have a limited life ? product sales pass through distinct stages, each with different marketing implications ? profits rise and fall at different stages in the life cycle ? products require different marketing, financial, manufacturing, purchasing, personnel strategies in each stage of their life cycle 50 Investment Time Conception and product development Introduction Growth Maturity Decline Sales curve Profit curve 51 FIGURE 111 How stages of the PLC relate to a firm’ s marketing objectives and marketing mix actions II. PLC Stages Characteristics 52 Introduction Growth Maturity Decline Objective Create Gain consumer awareness, Stimulate trial, Stimulate purchase Stress Differentiation Maintain Brand Loyalty consumers still consider brand in assortment Harvest (retains product but reduces marketing support), Delete (drops the product) Sales Start out slowly but begin to climb Climb more rapidly Increase at a slower rate but will eventually decline Decline Marketing Costs High to stimulate primary demand (desire for product class) Mostly spent on educating Target Markets Still high to stimulate selective demand, municate position of brand versus petitors’ products Competition forces prices to fall but firm still needs to maintain visibility in market (high costs) Reduce and consolidate spending Production As forecasted, Make adjustments after launch Increase Increase SKU Decrease Competition Little Increasing forces product improvement Fierce, Many Changing, Reduced Profits Minimal/Losses Increase Slow Increase, then Decrease Low 53 III. Strategies Across the PLC ? Introduction ? Stimulate Primary Demand ? informationbased advertising ? sales promotion to stimulate trial ? promote to retail trade ? promote to people who like to try new things ? Introduce product at low (peration pricing) vs. high prices (skimming strategy) 54 ? Growth ? Increase distribution ? Shift toward brand preference advertising ? Improve quality。 43 產(chǎn)品生命周期的概念 一種新產(chǎn)品從投入市場直到被市 場淘汰的整個過程。 33 產(chǎn)品線策略 50% 40% 30% 20% 10% 0 產(chǎn)品項目對產(chǎn)品線 整體銷售額和利潤 的貢獻 產(chǎn)品線分析 34 產(chǎn)品線分析 高
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1