市场营销原理专英课件.pptVIP

Developing an Integrated Marketing Mix the marketing mix consists of everything the firm can do to influence the demand for its product. Marketing Mix: the set of controllable tactical marketing tools -product, price, place, and promotion-that the firm blends to produce the response it wants in the target market. Discounts: 折扣 Cash discount, the buyer in the purchase money given price discounts paid within a certain period of time. 2/10, 30 days, said the payment period of 30 days, if the customer is to be paid within 10 days, given a 2% discount. Quantity discount, customers buy large amounts of the discounts given by the product. Seasonal discounts, special discounts offered in the business off-season。 Allowances: 折让 Tradeoff discount (trade-in 津贴) customers in the purchase of new products, will own the old product sold to manufacturers as new products discounted. Promotional discount, a price discount or reward given by the dealer is willing to cooperate with the company for product promotion activities. Credit terms:信用条件 conditions negotiated between seller and buyer relating to the time within which the buyer is obliged to pay for the products purchased and any discounts to be allowed by the seller for earlier payment or additional services. “30 days credit”, meaning “ Managing the Marketing Effort In addition to being good at marketing in marketing management, companies also need to pay attention to management. Marketing Analysis Marketing Planning Marketing Implementation Marketing Department Organization Marketing Control Marketing Analysis SWOT analysis: An overall evaluation of the company’s strengths(S), weaknesses(W), opportunities(O), threats(T). The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. Marketing Planning Executive summary, major points ofgoals and recommendations of the plan. Current marketing situation, including info. ab