If you build a better mousetrap, the world will beat a path to your door??? (product orientation)
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Transcript of If you build a better mousetrap, the world will beat a path to your door??? (product orientation)
If you build a better mousetrap, the world will
beat a path to your door???
(product orientation)
You could not just provide a product or service to the market and assume that consumers will buy
it.
Today, successful firms need to identify target markets or
distinct groups of people who might prefer a particular
product, and position products and services to satisfy
customers in those markets.Firms need to tie their
marketing strategy to their overall business strategy.
Marketing Goods and Services
12-4
Marketing
Marketing strategy
Products and services
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Meaning ( 行銷 )– The process of determining
customer wants and needs, then providing those customers with goods, services, and ideas that satisfy their expectations.
• Marketing mix ( 行銷組合 )– The four elements that go
into a marketing program: product, price, place and promotion.
Marketing Goods and Services
12-5
行銷活動的系統性架構Marketing strategy
Products and services
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
行銷研究
市場區隔
目標市場
產品定位
行銷組合
行銷績效
Marketing Goods and Services
12-6
問題討論
• 我想創業開餐廳…– 類型 ( 食物佈置格調… ) ?– 價位?– 開在哪裏?– 如何吸引顧客上門?– 如果能有大明星光顧那就發了…
• 為牛肉麵店架設網站是不是個好主意?
Marketing Goods and Services
12-7
Marketing strategy
Marketing strategy
Products and services
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Prod
uct Price
PlacePr
omot
io
n
Integrate product, price, place, and promotion decisions, and coordinating and fitting those decisions into a firm’s overall business strategy.
Marketing Goods and Services
12-8
Marketing strategy
Marketing strategy
Products and services
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Co-marketing( 共同行銷 )
A firm establishing a marketing alliance with one or more firmsRelationships increasingly becoming a part of marketing strategies
Marketing Goods and Services
12-9
Co-marketing — Example
Marketing strategy
Products and services
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 刷花ㄨ信用卡送兩瓶汽水• 買兒童餐送 101 忠狗玩具…
Marketing Goods and Services
12-10
Example
Marketing strategy
Products and services
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• McDonald’s and Walt Disney
• Citibank and Pizza Hot• Meissen and MONT
BLANC…
Marketing Goods and Services
12-11
Products and services
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Value package ( 價值包裹 )– The bundle of attributes that a
consumer evaluates when he or she decides to buy a product.
– It includes:• Price• Packaging• Ease of availability• The image and reputation of the
manufacturer• The image and reputation of the place
where the product is purchased• The buyer’s past experience with the
specific product and other products from the same manufactured
When you create a marketing plan for a
product, you need to look at it the same way a potential buyer will.
Marketing Goods and Services
12-13
Consumer and business-to-business products
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Consumer products ( 消費產品 )– Goods or services purchased by
ultimate consumers for their personal use.
• Business-to-business products ( 企業對企業產品 )– Products used in the
production of other goods or services for resale.
• Consumer products and business-to-business products require different marketing strategies.
Marketing Goods and Services
12-14
Product line and product mix1
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Product linen ( 產品線 )– A group of related products
that are physically similar or are intended for a similar market.
• Product mix ( 產品組合 )– The set of all products that a
firm offers for sale.
• Example — MONT BLANC– Office instrument– Fashion equipment…
Marketing Goods and Services
12-15
Product line and product mix2
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Well-managed companies are continually adding and deleting products from their mix.
• They add new products to expand market share and to compete more aggressively against rivals.
• They cut products that are no longer profitable or no longer contribute to the company’s long-term objectives.
Marketing Goods and Services
12-16
Product line and product mix — example
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 7-11 的商品管理策略…
Why should the consumer buy your product or service if it’s no different from your competitors? The answer is:
They won’t!
Marketing Goods and Services
12-18
Successful product differentiation
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Identify the type of goods or service it’s offering
• Design a marketing strategy to match this product with an appropriate potential customer
• Example– Wal-Mart — price leadership– The Gap — fashion products– Wedgwood — bone china
Marketing Goods and Services
12-19
Four categories of consumer Products
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Shopping goods
Shopping goods
Convenience goods
Convenience goods
Specialty goods
Specialty goods
Unsought goods
Unsought goods
Frequent purchase with minimal effortFrequent purchase with minimal effort
Infrequent, comparisons
between competing sellers
Infrequent, comparisons
between competing sellers
Willing to make special efforts to
obtain
Willing to make special efforts to
obtain
Don’t know they want it until need is
stimulated
Don’t know they want it until need is
stimulated
Match product/service with appropriate potential customers
Marketing Goods and Services
12-20
Marketing strategy of four categories of consumer Products1
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Convenience goods ( 便利商品 )– Be readily available in a
wide set of locations– Ads will be placed in major
newspapers, in popular magazines, and during prime time television
• Example– Coca-Cola → intensive
distribution, TV program…
Marketing Goods and Services
12-21
Marketing strategy of four categories of consumer Products2
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Shopping goods ( 選購商品 )– Price– Warranties– Product knowledge of the
salesperson– After-sale service
• Example – 電腦 , 冷氣 , 電視 , 飲水機…
Marketing Goods and Services
12-22
Marketing strategy of four categories of consumer Products3
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Specialty goods ( 特殊商品 )– Narrow-segment
magazines– Cable television stations,
with narrowly focused programming…
• Example – 汽車與相關商品→汽車消費指南…
Marketing Goods and Services
12-23
Marketing strategy of four categories of consumer Products3
Marketing strategy
Products ans service
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Unsought goods ( 未思考商品 )– Creative and highly visible
in-store displays– Eye-catching ads
• Example – Plastic surgeons →
showing dramatic “before” and after” photos on television or in magazines
– ㄨㄨㄨ康乃馨系列手錶…
Marketing Goods and Services
12-24
Product development process
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
1. Idea generation
2. Screening
3. Analysis
4. Prototype development
5. Test marketing
6. Commercialization
Consumer research, employee suggestions, competitors
Commercial potential? Market exists? Profitable?
Compatible with firm’s strengths and capabilities?
What will it look like? “Virtual” and scale models
Trial introduction in selected segments
If successful above, launch into the market
Marketing Goods and Services
12-25
Product development process — video shop (example)
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 租不到想看的影片 — 線上預約• 想看小澤圓的影片 — 線上 ( 店
內 ) 即時分類查詢• 店面寸土寸金 — 晶片卡 , 電
子片架…
Marketing Goods and Services
12-26
Product life-cycles ( 產品生命週期 )
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Introduction
Profits
Sales
Growth Maturity Decline
Sale
s a
nd
pro
fits
($)
Time
Carbonpaper
Microwaveovens
Cellphones
Electronicbooks
Marketing Goods and Services
12-27
Marketing strategies & product life-cycles
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Minimal promotion
Emphasis on brand name and product advantages
Heavy competitive advertising;
Building brand preference
Heavy investment to get consumer
to try it
Drop marginal distributors
Intensify distribution and build
distribution loyalty
Expand distribution
Set up distribution
Hold price or consider
price
Conduct more aggressive
price competition
Adjust price to meet new competition
Pursue innovators with high
price, or seek market
penetration with low price
Little or no change in product
Differentiated product for
different market
segments
Improved product
Standardized product
Decline
Maturity
Growth
Introduction
PromotionPlacePriceProduct
Marketing mixLife cycle
Marketing Goods and Services
12-28
Packaging as a marketing tool
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
PackagingThe activities of designing and producing the physical container(s) of a product
Primary packagePrimary package
Secondarypackage
Secondarypackage
Container holding the product
Container holdingprimary container
Creates visibilityConveys a product’s image
Marketing Goods and Services
12-29
Marketing Function of Packaging
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Attracting attention• Describing the product’s
features• Creating consumer
confidence• Making a favorable overall
impression
Marketing Goods and Services
12-30
Marketing Function of Packaging — example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 附支架的紅酒開瓶器… (Attracting attention)
• 架上有數十種紅酒,該買哪一瓶… (Describing the product’s features)
• 這家餐廳裝潢這麼美觀應該不會太難吃吧… (Creating consumer) confidence
• ㄨㄨㄨ的筆… (Making a favorable overall impression)
Marketing Goods and Services
12-31
• Name• Symbol• Design
• Name• Symbol• Design
Brand ( 品牌 )
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Or acombination
Or a combination
• Forms a product’s identity• Differentiates it from competitor products
• Forms a product’s identity• Differentiates it from competitor products
Protected by trademarksProtected by trademarks
Marketing Goods and Services
12-32
Generic productsNon-branded productslow priceValue oriented
Brand categories
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Private brandBelongs to retailer
or wholesaler
Family brandSingle brand
name covering several related
products
Individual brandUnique name for specific product within a family brand
National brand
Manufacturer’s brand
owned by its producer
Marketing Goods and Services
12-33
Brand categories — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 夜市攤販賣的飾品… ( 一般性產品 )• LEXUS: RX300, GS200…( 家
族品牌 )• FLASH, FIREWORK…
(macromedia)( 個別品牌 )• 3M 、 SONY 、 MONT
BLANC… ( 製造商品牌 )• 家福 , 東森嚴選… ( 私有品牌 )
Marketing Goods and Services
12-34
Successful Brand name
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Be simple and memorable• Be available• Be appropriate• Be globally meaningful
Marketing Goods and Services
12-35
Successful Brand name — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• SONY, MOTO…( 簡單易記 )• 無敵 , 快易通 , 威而剛 , 百靈 , 統一
速達… ( 適當 )• National, Mist Stick (mist in
Germany)
Marketing Goods and Services
12-36
Brand equity ( 品牌權益 )
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Meaning– The additional value that a brand
name provides to a product.
• Brand awareness ( 品牌知名度 )– How quickly a given brand name
comes to mind when a product category is mentioned.
• Brand loyalty ( 品牌忠誠度 )– The degree to which customers
hold a positive image of a brand, are satisfied with it, and are committed to further purchases.
Marketing Goods and Services
12-37
Pricing objectives
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Consumers often associate high price with high quality
1. Profitability
2. Volume
3. Competition
4. Image
5. Market position
Needs to cover costs and provide additional profit margin
Economies of scale – lowers average cost, increases profits
Reflect prices set by competition
Maintain low-cost leadership in an industry
Consumers often associate high price with high quality
Marketing Goods and Services
12-38
Expensesthat changein proportionto volume
Variable costs
Cost-based pricing — Break-even analysis
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Revenue/cost$
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Fixed costs
Expensesthat do notchangeregardlessof volume
100 200 300 400 500 600 700 800 900Output (in thousands)
Total costs
Total revenue
Loss
ProfitBreak-even point
BE=
TFCP–VC
BE: break even pointTFC: total fixed costsVC: variable cost per unitP: unit cost of product
Marketing Goods and Services
12-39
Pricing strategies
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
1. Competitive pricing
2. Price skimming
3. Penetration pricing
4. Price leadership
5. Demand-based pricing
6. Value pricing
Pricing at the general level of rival offerings
Pricing new products high to optimize profits
Low initial prices maximize sales/discourage competition
Dominant price setter for the industry
Pricing reflects variation in demand conditions
Fairly low prices for high quality goods/services
Marketing Goods and Services
12-40
Pricing strategies — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Coca-Cola vs. Pepsi ( 競爭性訂價 )
• Pentium II Xeon: price:$3692, cost: 421…( 吸脂訂價 )
• 蘋果日報每份 10 元… ( 滲透訂價 )• 汽油價格… ( 價格領導 )• 電影學生票 , 全票 ; 平日中餐 299,晚
餐與假日全天 499…( 需求基礎訂價 ) • Wal-Mart提供高品質低價位之產
品… ( 價值訂價法 )
Marketing Goods and Services
12-41
Price premium strategies ( 價格溢酬策略 )
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Innovation• Quality• Reputation• Service• convenience
Marketing Goods and Services
12-42
Price premium strategies — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 3G 手機 , 電漿電視(Innovation)
• 日立冷氣… (Quality)• 3M掛勾、Meissen…
(Reputation)• IBM三年全球保固… (Service)• 7-11(7元的商品賣 11 元 )
(convenience)
Marketing Goods and Services
12-43
Promotion strategies
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Promotion– The techniques used by sellers to
inform, persuade, and influence a purchase decision.
• Promotion mix– The combination of tools used
to promote a product.– These tools include:
• Advertising• Personal selling• Telemarketing• Word of mouth• Sales promotion• Public relations
Marketing Goods and Services
12-44
Promotional mix - advertising
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Product advertisingProduct advertising Sells a particular good or serviceSells a particular good or service
Retail advertisingRetail advertising Initiated by retailers and directed at consumers via papers, television
Initiated by retailers and directed at consumers via papers, television
Institutional advertisingInstitutional advertising Intended to promote a firm’s image rather than sell product
Intended to promote a firm’s image rather than sell product
Trade advertisingTrade advertisingInitiated by manufacturers and
directed to retailers and wholesalers
Initiated by manufacturers and directed to retailers and
wholesalers
Industrial advertisingIndustrial advertising Initiated by manufacturers and directed to other manufacturers
Initiated by manufacturers and directed to other manufacturers
Advocacy advertisingAdvocacy advertising Promote view to influence public opinion or legislation
Promote view to influence public opinion or legislation
Marketing Goods and Services
12-45
Advertising — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 世界第一高…雙層ㄨㄨ堡… ( 產品廣告 )
• 天天都便宜… ( 零售廣告 )• 全家就是你家、科技始終來自於人
性… ( 機構廣告 )• 公投正流行… ( 擁護廣告 )
Marketing Goods and Services
12-46
Promotional mix – advertising media
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Easily ignored, low readershipLow cost, interactive, 24-hour
Long ad-purchase lead time, high other-ad competition
Low cost, excellent local coverage, wide consumer use
High cost, junk mail image, need accurate mailing list
Very flexible, targets specific audience, complete information
Brief exposure, limited audience selectivity
High repeat exposure, low cost, local market focus
Long ad-purchase lead time, lack of flexibility
Long life, quality reproduction, high demographic selectivity
Fleeting exposure, audio presentation only
Low cost, high geographic & demographic selectivity
High cost, fleeting exposure, limited audience selectivity
Mass coverage, high attention with sight, sound,& motion
Competition from other features, shot life span
Good local coverage, broad acceptance, believable
Weaknesses Strengths
Internet
Yellow pages
Direct mail
Outdoor
Magazines
Radio
Television
Newspaper
Media
Marketing Goods and Services
12-47
Advertising media — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 借錢…第一次這麼輕鬆… ( 報紙… )• 只是買點數,需要跑那麼遠嗎… ( 電
視… )• SK-II…(雜誌、電視、戶外廣告… )• 中ㄨ郵購… ( 直接郵購 )• 小花請妳嫁給我… ( 戶外廣告 )• 天母附近哪裏有水電行… ( 電話
薄… )• 哪裏有便宜的數位相機賣… ( 網際網
路… )
Marketing Goods and Services
12-48
Promotional mix – personal selling
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
Prospecting & qualifyingProspecting & qualifying
Pre-approach Pre-approach
Approach Approach
Presentation/demonstrationPresentation/demonstration
Overcoming objectionsOvercoming objections
ClosingClosing
Follow-upFollow-up7
steps in
eff
ectiv
e se
lling
7 ste
ps in
eff
ectiv
e se
lling
Marketing Goods and Services
12-49
Promotional mix – discussion
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 一次成功的保險促銷…
Marketing Goods and Services
12-50
Personal selling — Changing because of competition and
technologyMarketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Customer has changed– Customer is much more
knowledgeable– Salespeople need to be
problem solvers
• More resources to do a better job of preparation
• Individual sales personnel are being replaced with team selling.
Marketing Goods and Services
12-51
Promotional mix – sales promotion
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
SamplesSamples
CouponsCouponsPoint-
of-purcha
se
Point-of-
purchase
RebatesRebates
PrizesPrizesPremiumsPremiums
Sales contest
s
Sales contest
s
Trade showsconventions
Trade showsconventions Price-
off discou
nt
Price-off
discountAllowances
Consumer-oriented Trade-oriented
Marketing Goods and Services
12-52
Sales promotion — Example1
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 消費者導向– 憑本券購買ㄨㄨ商品八折… ( 折價
券 )– 洗髮精試用包… ( 樣本 )– 絶決對不沾鍋… ( 購買點展示 )– 週年慶全館八折… ( 折扣 )– 買第二件六折、集二十個截角送武俠小說… ( 溢價 )
– 拉中就送 mini 一部… ( 獎品 )
Marketing Goods and Services
12-53
Sales promotion — Example2
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 商業導向– IBM參加電腦展… ( 商展 )– 營業績效前三名的店送全店同仁泰國五日遊… ( 銷售比賽 )
– 購買本公司十片主機板送三片網路卡… ( 降價折扣 )
– Hitachi 每年提供最多 3000 美元給零售商,作為代其促銷商品的廣告費用… ( 津貼 )
People are more cynical toward advertising.
We’ve found that Public Relations has been the most effective for us
dollar-for-dollar.(Rhode Island’s CEO)
Marketing Goods and Services
12-55
Public relations
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Meaning– Company-influenced publicity
directed at promoting or protecting its image or its individual products.
• Public relations includes:– Public speaking engagements
by executives or employees– Trade show presence– Event sponsorships– Media coverage
Marketing Goods and Services
12-56
Public relations — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 7-11贊助饑三十活動… ( 活動贊助 )
• 偷天換日中的 mini cooper s…( 媒體廣播 )
• 憑身份證換國民便當… ( 媒體廣播 )
Marketing Goods and Services
12-57
Promotional mix – comparison
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
ToolTool StrengthsStrengths WeaknessesWeaknesses
AdvertisingAdvertising Large audience, low cost per contact, can modify message
Large audience, low cost per contact, can modify message
Overall expensive, difficult to measure effectiveness
Overall expensive, difficult to measure effectiveness
Direct mailDirect mail Effective when using targeted and current mailing list
Effective when using targeted and current mailing list
Reaches disinterested parties and considered “junk”
Reaches disinterested parties and considered “junk”
Personal sellingPersonal selling Tailored to each buyer, immediate buyer response
Tailored to each buyer, immediate buyer response
ExpensiveExpensive
TelemarketingTelemarketing Immediate feedback and immediate buyer response
Immediate feedback and immediate buyer response
Often seen as intrusiveOften seen as intrusive
Word of mouthWord of mouth Inexpensive, has high credibility
Inexpensive, has high credibility
Difficult to manageDifficult to manage
Sales promotionSales promotion Inexpensive, short-term sales increases
Inexpensive, short-term sales increases
Non-personal appealNon-personal appeal
Public relationsPublic relations Creates positive attitude about product/firm
Creates positive attitude about product/firm
Non-personal appeal, hard ot measure effectiveness
Non-personal appeal, hard ot measure effectiveness
Marketing Goods and Services
12-58
Pushing strategy vs. Pulling strategy1
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
PushConvince
retailers and wholesalers
to market the products
PushConvince
retailers and wholesalers
to market the products
PullConvince
consumers to ask
intermediaries for the products
PullConvince
consumers to ask
intermediaries for the products
ConsumersConsumers
RetailersRetailers
WholesalersWholesalers
Marketing Goods and Services
12-59
Pushing strategy vs. Pulling strategy2
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Pushing strategy– Products are impulse
items– Low brand loyalty– Brand choices are made
in the store– Product’s benefits are
well understood
Marketing Goods and Services
12-60
Pushing strategy vs. Pulling strategy3
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Pulling strategy– Products have high brand
identification and loyalty– People choose their brand
before going into the store
Marketing Goods and Services
12-61
Push vs. Pull — Example
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• 本月店長推薦… (push)• 我要買 mini…(pull)
Marketing Goods and Services
12-62
Integrated marketing communications
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
• Identify target markets for firm’s product
• Identify the consumer needs in each of these markets
• Develop messages showing how firm’s product meets those needs
• Select the proper promotional mix to reach these consumers
Marketing Goods and Services
12-63
Global marketing strategies
Marketing strategy
Consumer products
Product development
Product life-cycle
Packaging
Branding
Pricing
Promotion mix
Push vs. Pull
Global marketing strategies
1. Global strategyTreats the world as a single market
2. Multinational strategyTreats the world as portfolio of national opportunities
3. Adaptive strategyStandardizes some elements and localizes others
Marketing Goods and Services
12-64
Business plan — Marketing
• Who are my major direct competitors?• Who are my indirect competitors?• How does my product or service differ
from my competitors?• What pricing strategy will I use?• How will potential customers learn
about my product or service?• What channels will I use to sell my
product or service?• Will I employ my own sales force or hire
others to represent my firm?