国际商务管理概论与结算英文版课件修订版朱文忠 9787 81134 803 310.pptVIP

Lecturer: Zhu Wenzhong LEARNING GOALS Key learning goals: This topic will continue the discussion of marketing management issues, especially marketing mix and product life cycle. Explain the four elements of marketing mix. State the difference between place and promotion. Explain the stages of product life cycle. Explain how a business can extend its product life. State the reasons why a business may analyze its product life cycle.  What is marketing mix? Marketing mix refers to those four elements (product, price, promotion, and place) of a firm’s marketing strategy which are designed to meet the needs of customers. These are often known as the four “Ps”. Simply, to meet consumers’ needs, businesses must produce the right product, at the right price, make it available at the right place, and let consumers know about it through right promotion. Marketing (2)-Marketing Mix  Product: Products must be ensured to meet the needs of customers in terms of the following aspects: Appearance Function Cost Marketing (2)-Marketing Mix: Price Price: The pricing policy that a business chooses is often a reflection of the market at which it is aiming. The right price set must take into account of production costs, competitors’ prices and consumers’ purchase ability and demand level. Marketing (2)-Marketing Mix: Price Attention: High-price strategy In general, from the economic point of view, the higher the price of a product is, the less quantity demanded by consumers. Or there are few buyers who would like to high-price products. However, in practice, a business may charge a high price because it is aiming to sell to those customers who regard its products as unique and high quality although the production costs are not high. For example, high pricing strategy is one of the marketing strategies for China Haier. Marketing (2)- Marketing Mix: Place Definition: Place refers to the means by which products can be distribute