HND市场学导论outcome2Word格式.docx
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HND市场学导论outcome2Word格式.docx
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smarketingenvironmentbechange。
Findings:
Product:
Productcanbeofferedtoamarketforattention,acquisitionanduseorconsumptionthatmightsatisfyawantorneed.Theproductincludesphysicalobjects,services,persons,places,organizationsandideas.
TheTrusty-LandFoodCompany'
sproductsistangibleproduct。
Thechannelsoftangibleproduct。
Threedifferentlevelsofproduct,thethreelevelsincludescoreproducttangibleproduct。
MeetisthecoreproductofTrusty—LandFoodCompany.Meetprovidesproteintopersonandmeetalsoimprovequalityoflife.
Productline
Productsarecloselyrelatedandtheyfunctioninasimilarmanagersotheproductneedsaproductline。
Productlineisbenefitforsoldtothesametypesofoutletorfallwithingivenpriceranges.Trusty—LandFoodCompanycantaketheredmeetandwhitemeetdividedintotwokindsofproductionline.Thetwokindsofproductionlinecanimprovetheproductionefficiency.
Trusty—LandCompany'
sproductlinefromlesstomore.Theproductbecomemorethereasonsincludestheenterprisecompetivenessandtoattractmorecustomerandincreasesales.
ProductMix
Productmixisthetotalsumofalltheproductsandvariantsofferedbyanorganization.Theproductionline’swidthistwo,becausetheproductlinesproductstwokindsofmeets。
Themeetsincludewhitemeetandredmeet。
Productlifecycle
“KittyDoggy”productlifecycle
“KittyDoggy”inthegrowthperiod.Duringthisperiod,thisbrandofpetfoodisincreasesales,launchnewproductsandopponentsappear.Isuggeststhat“KittyDoggy”keeppetfoodqualityand“KittyDoggy"
mastfocusesontheopponenttofindwaystoincreasesmarketshare。
Price
Thesmartpricingisamountofmanychargedaproductorserviceorsumofthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice。
TheadvantageofsmartpricingisensuresalesbutinaccuratepricingtoharmthecompanysuchasunderpricedclosenotbacktothecostsotheTrusty—LandFoodCompanymasttakethesmartpricinginproduct.
Governmentpolicy,Organizationobjective,ChannelsofDistribution,Cost,andWeatherisfactorsthataffectpricing。
Governmentpolicy:
Governmentpolicyaffectsthepricing.Government’snewdietaryguidelinesisrecommendpeopletoeatwhitemeatsoredmeatsaleswillbedeclineandwhitemeatsalesrise。
Trusty-LandFoodCompanyinordertomaintainsalesofredmeatsoredmeatbesuitablereducedprice.Redmeatsalesrisesoredmeatbetakeaappropriateprice.
Cost:
Trusty-LandFoodCompanyhasalotofdistributorsthroughoutthecountry.Meatproductsneedfreshsomeatintheprocessoftransportationneedkeepfreshthatincreasethecost。
Thecompanyinordertoprofitsomeetriseinprice。
GeneralPricingApproach
PenetrationPricing:
Trusty-LandFoodcompany’s“KittyDoggy’'
inthegrowthperiodsopenetrationpricingforpetfoodcanattractsmorecustomerthatcanincreasesales.Penetrationpricingcanhelp“KittyDoggy’'
gainmoremarketshareandtopromote“KittyDoggy’’
Competitivepricing:
Trusty—LandFoodCompanyfocusesoftheopponentsthatcanhelpTrusty—landuponthemopponents.Trusty—LandCompanyfocusesonopponentsthatcanhelpcompanywinthepricewarandkeepTrusty-LandFoodCompany'
sdominance
Promotion
Promotioniskindsofaactivities.Promotesproductorserviceanditsmeritstotargetcustomersandpersuadethemtobuy。
Themainpromotionaltoolsavailabletomarkethavefivetypesthatisadvertisingsalespromotion,publicrelations,personalsellinganddirectmarketing.
Advertising
Advertisingcanhighlighttheproductfeaturesandimprovevisibility。
Trusty-landFoodcompanythroughnewspaperandstreetpostertoattentioncustomertoknowcompany’sname。
Trusty-LandFoodCompanythroughTVcommercialstopositionthecompany.Thistunedissuccess,TVcommercialbringsalesrevueincreasedby34%thatcanexpandmarketshare.
DirectMarketing:
Trusty-LandFoodCompanyhasitsownretailgroupssoTrusty—LandFoodCompanycanreducethemiddleman。
Themiddlemanisgettinglessthecompanymakeagoodpriceandgoodsupplierforcompany’scustomersthatcanhelpcompanyimprovemarketshare.
PersonalSelling:
Trusty-LandFoodCompanyhasasalesteamthesalesteamtopersuadecustomertopurchasesandstockcompany’sproduct.Personalsellingcanimproveproductandincreasecustomerpurchasesandcontacts.Salesteamcanhelpcompanyimprovetheproductsales.
Identificationoftargetaudience,Legalpoliticalfactor。
Technologyfactorandbudgetsettingthisfourtypesinfluencethesettingofthepromotionalmix。
Identificationoftargetaudience:
CustomershasdifferentdemandandtastesdifferwithpeoplesoTrusty-LandFoodCompanymastidentificationoftargetaudiencetopromotesdifferedproducts。
The“HealthMeat”isagoodexample“HealthMeat”liesintheirconvenienceandfasttime。
“HealthMeat”suitableforfastrhythmoflifethatcanincreasesales
BudgetSetting:
Theamountofthebudgeteffectpromotion。
IftheTrough-LandFoodhavemorebridgetheadvertisingcoverageisbroad。
Theappropriatebudgetsettingtoimprovesthecompanyreputation.
Place
Placesmeansallthecompanyactivitiesthatmaketheproductorservicesavailabletotargetcustomers.
Tangibleproduct’splaceisdistributionpartner.Intangibleproduct’splaceisenterpriselocatedorprovidestheserviceplace.
Wholesalers:
Trusty—LandFoodCompany’sProductsweresoldtoregionalgrocerychainsandnationalandregionalgory,wholesalersthatisWholesalers。
Retailers:
SevenElevenisaretailer,SevenElevensalesfood—brandedofTrusty-LandfoodCompany.LargegrocerystoresandsupermarketspurchasefromTrusty-LandFoodCompanyandthatgrocerymarketmeatproductsunderTrusty—LandFoodCompany’sLogo.
ThebenefitsofdistributorstoTrusty—LandFoodCompanyDistributorsforthecompanytoreduceinventoryandaccelerateproductcirculationspeed。
Distributionbusinessenterprisetoincreasevisibilityandtoincreasemarketshare.Distributorstohelpbusinessincreasesalesreducethepressuredistribution,increaseprofitsbringconveniencetoclients
Buyingbehavior,BudgetProductitselfandOrganizationalObjectiveareaffectchoosemarketers。
OrganizationalObjective:
Trusty-LandFoodtake“KittyDoggy”becometheleaderbrand。
Intensivedistributionconsiderrevisingthemarketsharesoorganizationalobjectivegoodfordistributors。
Buyingbehavior:
Marketerstoadopttotheconsumerhabits.Marketerscooperatewithsupermarketsormarketsandimpossibleandbookstoresandflowerofcooperation
ServicesMarketing
Aserviceisanyactorperformancethatonepartycanoffertoantherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.Itsproductionmayormaynotbetiedtoaphysicalproduct.Characteristicsofservicesisvariability,perishability,inseparabilityandintangibility。
BarbershopisthreemorethanTrusty-LandFoodCompany。
Thethreetypesispeople,processesandphysicalevidence。
People
People:
Peopleatservicesmarketingisserviceprovider。
Forexample,peopleinthebarbershop’shairdresserandcashier.Hairdressergivingahaircuttocustomerandwashhair,cashierresponsibleforthemoney。
Thehairdressersandcashiergiventhecustomer’sserviceisintangibilityandinseparability。
Hairdresserandcashiershouldhavebetterattitudeandhighservicequality
Processes
Processes:
Processinvolveslookingatthequalitycontrolsthatneedtobeinplacetoensureconsistencyofservice。
Customersintothebarbershop.Barbertocustomersshampoo,haircut,andthebarbertomeetcustomerrequirements,shampoo,cashiermoney,andfinallythecustomeraway.Processservicesemphasizeconsistencyandeffectivenessoftheservice。
Differentcustomersinthesameservicegetthesamelevelofserviceisuniform。
Withinaperiodoftimetocompletetheservice.
PhysicalEvidence
PhysicalEvidence:
Physicalevidenceisthe“tangible"
partoftheservice.Barbershop'
swardrobeandshampooareallbelongtothephysicalevidence。
Physicalevidencetohelphairdresserstocompletetheservice.Physicalevidencealsohelpcustomersevaluateservice.Ifthecustomerisnotsatisfiedwiththephysicalevidence.Goodphysicalevidencetomakecustomersatisfactionincreases.
Changeofmarketingenvironment
Supposecompanysuppliesmeattoacity,butthecity'
sMuslimbeliever'
spopulationincreases.Thecompanycanuses4P'
sproductsocompanyprintedonproductpackaginghalallogoandMuslimfollowersoftheurbanpopulationaccountedfortheratiobecomeslarge。
Sothecompanyprovidesasmallamountofporktothecityandthecompanyoffersothertypesofmeattothecity,tomeettheneedsofMuslimbelievers.
Supposeanincreaseintheelderlypopulationinthecommunity.Thecompanycanuse4P’spricefromcompanytoresolve。
Becauseelderlypeopleareconcernedabouttheprice。
Thecompanyandretailerscooperateelderlytobuymeattheretailersgaveelderlysevenfold.Improvethecompanyreputationandboostsales。
Supposetheemergenceofbirdfluinsociety.Thecompanyuses4P'
sproduct。
Thecompanymastpayattentiontoproductqualityandthecompanytodoagoodjobofinspectionandq
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- HND 市场 导论 outcome2