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.


12-5

行銷活動的系統性架構Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


行銷研究

市場區隔

目標市場

產品定位

行銷組合

行銷績效


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？


12-7

Marketing strategy

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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.


12-8

Marketing strategy

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


Co-marketing( 共同行銷 )

A firm establishing a marketing alliance with one or more firmsRelationships increasingly becoming a part of marketing strategies


12-9

Co-marketing — Example

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 刷花ㄨ信用卡送兩瓶汽水• 買兒童餐送 101 忠狗玩具…


12-10

Example

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• McDonald’s and Walt Disney

• Citibank and Pizza Hot• Meissen and MONT

BLANC…


12-11


Marketing strategy

Products ans service

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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.


12-13

Consumer and business-to-business products

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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.


12-14

Product line and product mix1

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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…


12-15

Product line and product mix2

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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.


12-16

Product line and product mix — example

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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!


12-18

Successful product differentiation

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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


12-19

Four categories of consumer Products

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-20

Marketing strategy of four categories of consumer Products1

Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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…


12-21


Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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…


12-22


Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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…


12-23


Marketing strategy


Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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…


12-24

Product development process

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


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


• 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…


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


Introduction

Profits

Sales

Growth Maturity Decline

Sale

s a

nd

pro

fits

($)

Time

Carbonpaper

Microwaveovens

Cellphones

Electronicbooks


12-27

Marketing strategies & product life-cycles

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-28

Packaging as a marketing tool

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-29

Marketing Function of Packaging

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• Attracting attention• Describing the product’s

features• Creating consumer

confidence• Making a favorable overall

impression


12-30

Marketing Function of Packaging — example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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)


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


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


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


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


12-33

Brand categories — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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 )


12-34

Successful Brand name

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• Be simple and memorable• Be available• Be appropriate• Be globally meaningful


12-35

Successful Brand name — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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)


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


• 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.


12-37

Pricing objectives

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


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


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


12-39

Pricing strategies

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-40

Pricing strategies — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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 )


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


• Innovation• Quality• Reputation• Service• convenience


12-42

Price premium strategies — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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)


12-43

Promotion strategies

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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


12-44

Promotional mix - advertising

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-45

Advertising — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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 )


12-46

Promotional mix – advertising media

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-47

Advertising media — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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… )


12-48

Promotional mix – personal selling

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-49

Promotional mix – discussion

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 一次成功的保險促銷…


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


• 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.


12-51

Promotional mix – sales promotion

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-52

Sales promotion — Example1

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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 )


12-53

Sales promotion — Example2

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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)


12-55

Public relations

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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


12-56

Public relations — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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 )


12-57

Promotional mix – comparison

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-58

Pushing strategy vs. Pulling strategy1

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


12-59


Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• Pushing strategy– Products are impulse

items– Low brand loyalty– Brand choices are made

in the store– Product’s benefits are

well understood


12-60


Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• Pulling strategy– Products have high brand

identification and loyalty– People choose their brand

before going into the store


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Push vs. Pull — Example

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 本月店長推薦… (push)• 我要買 mini…(pull)


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Integrated marketing communications

Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


• 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


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Marketing strategy

Consumer products

Product development

Product life-cycle

Packaging

Branding

Pricing

Promotion mix

Push vs. Pull


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


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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?

Date post:	21-Dec-2015
Category:	Documents
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If you build a better mousetrap, the world will beat a path to your door??? (product orientation)

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