The price policy must fit with the target market and positioning, the product and service assortment, and the competition.
Retailers use of the promotion tools
Advertising - newspapers, magazines, radio, television, and on the Internet.
Personal selling - how to greet customer, meet their needs, and handle their complaints.
Sales promotions - in-store demonstrations, displays, contests, and v
Product(제품)
1) 제품믹스란?
제품 믹스 (product mix)란 구매자가 이용할 수 있도록 하기 위하여 기업이 취급하고 있는 제품 계열, 제품 품목, 상표의 구성 패턴 등의 집합으로 제품 구색 (productassortment)이라고도 한다.
※ 제품 믹스 수준의 결정시 고려 사항
① 수익성 (profit), ② 안전성 (stability), ③ 성
warranties, product image, new product development and customer service.
Classifying Consumer Goods
Classifying Business goods
Classifying Service
Classifying Consumer Goods
Product Line
Group of related products that are
physically similar or are intended
for the same market
Product Mix
Company’s assortment of product
lines and individual offerings
products
Various assortment of goods using wide space of store.
Society-friendly marketing
Return the corporate profits to the society by the form of donation
By publicizing interest of the company to women’s human rights, appeal to Chinese women who have the ability to consume.
Through the society-friendly sponsoring marketing, raising the
product category. Harley showrooms offered a large assortment of clothing items and such accessories as helmets, boots, leather jackets, and T-shirts in addition to new motorcycles.
After Harley-Davidson’s product quality issues had been resolved, the company focused on cultivating the mystique of Harley ownership. The company formed Harley Owners Groups (HOGs) in 1983 to provide Harley owner