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im-part3產品與品牌策略(編輯修改稿)

2026-04-24 13:18 本頁面

　

【文章內容簡介】 ing market share Decline Reduce expenditure milk榨取 the brand Product LifeCycle Marketing Objectives Introduction Growth Maturity Decline Product Offer a basic product Offer product extensions, service, warranty Diversify brand and models Phase out 逐步淘汰 weak items Price Use costplus Price to perate market Price to match or beat petitors Cut prices Distribution Build selective distribution Build intensive distribution Build more intensive distribution Go selective: phase out unprofitable outlets Product LifeCycle Strategies Introduction Growth Maturity Decline Advertising Build awareness among early adopters and dealers Build awareness and interest in the mass market Stress brand differences benefits Reduce to level needed to retain hardcore中堅的 loyals Sales promotion Use heavy sales promotion to entice 誘使 trial Reduce to take advantage of heavy Increase to encourage brand switching Reduce to minimal level Product LifeCycle Strategies (Contd.) MNC Manufactures Product in Developed Countries。 Exports to Developing Countries MNC Moves Production to Developing Country。 Begins Importing to Home Country Developing Country Competitor Exports Product To MNC Home Country。 Competes with MNC Imports Developing Country Markets Remain Viable Target Markets for MNC。 MNC Home Country Market Is Diminishing Sales Introduction and Growth Stages: Early Maturity: Late Maturity Decline Time The International Product Life Cycle ?The significance to the pany’s operation? ?How to prolong the product life cycle? Branding strategies ? : a name, term, sign, symbol, design or a bination of these, intended to identify the goods or services and to differentiate them from those of petitors. Tangible Attributes Product Packaging Labeling Functional benefits Intangible Attributes Emotional benefits Values Culture Image Attributes of a Brand ?Brand image: perceptions about a brand as reflected by brand associations that consumers hold in their memories. ? Brand equity: represents the total value that accrues to a product as a result of a pany’s cumulative investments in the marketing of the brand. ? High awareness loyalty。 more leverage影響力 in bargaining with resellers ? Able to charge a premium on product ? Higher credibility much easier product line brand extensions ? More defense against price petition Competitive Advantages of a Brand Brand Positioning Attributes, Benefits, Beliefs values Brand Name Selection Brand Sponsorship Manufacturer’s brand Private brand Licensing Cobranding Brand Development Line extensions Brand extensions Multibrands New brands Decisions Product Category Brand Name Existing E

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