出口商品的促销策略.ppt

Promotion Strategies of Export Commodities出口商品的促销策略 Part One Introduction Provide Information, Increase Demand, Differentiate the Product, Accentuate the Product’s Value, Stabilize Sales Objectives of Promotion Strategies Importance of Promotion Strategies Social Importance Business Importance Economic Importance Part One Introduction Definitions of Promotion Strategies The promotion strategy is one of the most important sections of the marketing plan. It is an action plan based on the company’s goals. Part Two Realistic Price Determination Strategies Skimming Pricing Strategy It involves the use of a high price relative to competitive offerings. e.g. PG Crest Complete Toothbrush Benefits: recover research and development costs maximize revenue from a new product Part Two Realistic Price Determination Strategies Penetration Pricing Strategy It involves the use of relatively low entry price as compared with competing offerings to help secure initial market acceptance. e.g. General Motors Toyota Honda Benefits: increase demand suit situations of low marketing costs Part Two Realistic Price Determination Strategies Competitive Pricing Strategy A pricing strategy designed to de-emphasize price as a competitive variable by pricing a good or service at the general level of comparable offerings. e.g. Wal-Mart and Target in the USA Part Two Realistic Price Determination Strategies Part Three Effective Advertisement Strategies Advertising expenditure of USA leading companies PG $2.5 billion Philip Morris $2.5 billion GM $2 billion Ford over $1 billion Disney over $1 billion Media selection for advertising One of the most important decisions in developing an advertising strategy is the selection in appropriate media to carry the export firm’s message to its