物流学演讲资料2..docVIP

Product:?How the product (or service) should look and function to meet the needs of the target audience(s). This includes considerations of packaging, branding and product formulation. 产品：产品（或服务）的外观和功能，以满足目标受众的需求（S）。这包括考虑包装，品牌和产品配方。 ?? Promotion:?What advertising and communications are used to encourage consumer uptake of the product or service. The channels selected must be those that reach the target audience(s) 推广：什么广告和通信是用来鼓励消费的产品或服务的摄取。选定的通道必须达到的目标观众（S）。Price:?What the product (or service) costs to the consumer. This price should fit the target audience’s ability to pay, and may also need to factor in incentives such as margins for wholesale and retail traders or providers who ensure that the product is delivered to the customer. 价格：什么产品（或服务）的成本给消费者。这个价格应该适合目标受众的支付能力，可能还需要如批发和零售商或供应商，确保产品交付给客户的利润激励因素。 Place:?Where the product (or service) is available. Placement should factor in the type of outlet (e.g. clinic, store, bar, pharmacy) but also the operating hours of such outlets. 放置：产品（或服务）是在哪里。安置因素插座（如诊所，商店，酒吧，药店）的类型，而且这些网点的工作时间。 NIVEA? is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold by Beiersdorf. Beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care. NIVEA??是建立在高名称质量皮肤和美容护理产品。它是一系列的品牌拜尔斯道夫生产和出售的部分。拜尔斯道夫，于1882年成立，已发展成为一个全球性公司，专业护肤和美容。 ?The first stage in building an effective mix is to understand the market. NIVEA uses market research to target key market segments (细分市场)which identifies groups of people with the same characteristics such as age/gender/attitude/lifestyle. 第一阶段是在建立一个有效的组合，以了解市场。妮维雅使用市场调研目标的关键细分市场的标识具有相同的特征，如年龄/?性别?/态度/生活方式的人群。 ? using focus groups to listen to consumers directly ? gathering data from consumers through a variety of different research techniques ? product testing with consumers in different markets. 使用焦点小组，直接听取消费者 消费者通过各种不同的研究技术收集数据 消费者在不同市场的产品测试。 The company improved the product to make it more effective and more co