《营销管理》第15版—第12章.ppt

图12.8长期产品市场扩张战略（Pi=产品i；Mj=市场j） 营销战略：成长阶段 在成长阶段，公司为保持快速的市场成长，会使用如下几种战略： 改进产品质量，增加新的产品特色，改进样式； 增加新的样式和侧翼产品（增加产品的不同大小、风味等）以保护主产品； 进入新的细分市场； 提高渠道覆盖，进入新的分销渠道； 从知晓和尝试交流转向偏好和忠诚交流； 以更低的价格吸引价格敏感型的下一层级顾客。 营销战略：成熟阶段 市场调整 产品调整 营销方案调整 市场调整 营销战略：衰退阶段 消除衰弱产品 收获和剥离 经济低迷时的市场营销 探索增加投资的好处 与顾客更接近 评估预算分配 提出最有吸引的价值主张 调整品牌和产品供应 An important function of marketing is to drive growth in sales and revenue for a company. Marketing is especially adept at doing so for a new product with many competitive advantages and much potential. Chapter 2 introduced how companies can grow through expansion with new products and new markets, the detailed focus of Chapters 8 and 15. Along those lines, Phil and Milton Kotler stress the following strategies. * Although many different growth strategies are available to firms, some of the best opportunities come from growing the core—focusing on their most successful existing products and markets. UK marketing guru David Taylor advocates three main strategies, citing these examples: 1. Make the core of the brand as distinctive as possible. Galaxy chocolate has successfully competed with Cadbury by positioning itself as “your partner in chocolate indulgence” and featuring smoother product shapes, more refined taste, and sleeker packaging. 2. Drive distribution through both existing and new channels. Costa Coffee, the number-one coffee shop in the United Kingdom, has found new distribution routes using drive-through outlets, vending machines at service stations, and in-school coffee shops. 3. Offer the core product in new formats or versions. WD40 offers a Smart Straw version of its popular multipurpose lubricant with a built-in straw that pops up for use. * Suppose a market is occupied by the firms shown in Figure 12.1. Forty percent is in the hands of a market leader, another 30 percent belongs to a market challenger, and 20 percent is claimed by a market follower willing to maintain its share and not rock the boat. Market nichers, serving small segments lar