Briefly describe the types of decisions made in product introduction marketing

(1) The rapid skimming strategy is to launch new products in the form of high and high costs. The implementation of the best strategy can obtain the maximum profit in each unit of sales and recover the investment as soon as possible; High ** fees can quickly establish popularity and occupy the market. The following conditions are required for the implementation of this strategy:

The product has great demand potential; The target customer has a strong desire for novelty and is eager to buy new products; Companies face the threat of competitors and need to establish a brand image early.

2) The strategy of slow skimming is to launch new products in a high-quality and low-cost manner. The main goal of this strategy is to make more profit at the lowest possible expense. The conditions for the implementation of this strategy are:

The market size is small; The product has a certain popularity; Target customers are willing to pay**; There is little threat from potential competitors.

3) The rapid penetration strategy is to launch new products in a low-cost and high-cost manner. The main purpose of this strategy is to preemptively enter the market as quickly as possible, expand market share as much as possible, and then reduce unit costs and achieve economies of scale as sales and production expand. The conditions for the implementation of this strategy are:

The market capacity of this product is quite large; Potential consumers do not understand the product and are very sensitive to it; The potential competition is fierce; The unit manufacturing cost of a product can be rapidly reduced as the scale of production and sales volume expand.

4) The slow penetration strategy is to launch new products in a low-cost and low-cost manner. The main purpose of this strategy is to expand sales through low prices and reduce marketing costs through low ** expenses to achieve as much profit as possible. Conditions for the implementation of this strategy:

The market capacity is large; The product is well-known in the market; The market is very sensitive to **; There are some potential competitors, but there is not much of a threat.

There are four main types:

1. Rapid skimming strategy Wu imitation. This strategy adopts the highest level and high ** cost, in order to rapidly expand the sales volume and achieve a higher market share.

3. Rapid penetration strategy. Implement the strategy of low and high costs, quickly enter the market, and get the highest possible market share.

4. Slow penetration strategy. This strategy is to launch new products with low and low costs.

Answer] :(1) Introduction period. The product has just started to be put on the market, and consumers do not know much about the product; The growth of sales volume is slow, and there is generally no profit at all, and even the balance is even lost; It cannot meet the needs of the majority of consumers, so it is easy to fail in the competition.

The strategies that enterprises should adopt are: pay attention to the quality of the product and the "first impression" of the product to consumers; Leverage existing product support; Establish effective distribution channels, do a good job in test marketing, and do everything possible to open up sales; Use a variety of means to promote products.

2) Growth period. The product is very attractive and accepted by consumers, and the sales volume increases rapidly; The product has been basically finalized, the scale of production capacity has been formed, the cost has decreased, and the profit has increased; Distribution channels have been established and favorable marketing situations have been opened; The market is becoming more and more competitive, but the fierce competition has not yet appeared. The strategies that businesses should adopt are:

improve product quality; Strengthen marketing research and constantly develop new markets; improve the distribution system; Strengthen brand awareness.

3) Maturity period. The number of products has further increased, and the sales volume and profit volume have reached a peak; The market competition is the most intense, and the price cutting wars and advertising wars between enterprises are emerging in an endless stream and intensifying; The profit per unit product decreases, and the profit amount tends to decline; Compared with other stages, the maturity period lasts for a longer time. The strategies that businesses should adopt are:

Conglu further opens up new markets or expands existing markets in terms of breadth and depth; Carry out product reform to diversify and differentiate products; Adjust the marketing mix means, that is, adjust the factors of a certain marketing mix; In the process, it is necessary to emphasize the brand differences and the benefits and benefits that the product brings to consumers.

4) Recession period. sales volume declines, profits decline or even losses; The original products will be replaced, and the means of increasing after-sales service and burying and selling at a profit are no longer attractive; The number of competitors decreased. The strategies that businesses should adopt are:

the systematic phase-out of weak products, i.e. the reduction of production, the conversion of production or the transfer of production to other enterprises; ** To a minimum, i.e. to the level of demand for those who remain steadfast loyal; Choose a distribution system and phase out unprofitable distribution outlets.

Summary. 1.According to the needs of consumers, introduce the quality and efficacy of the company's products, and do some appropriate publicity.

2.Make appropriate publicity according to the purchase characteristics of consumers, and try to meet consumer expectations.

3.Do market research before doing publicity, learn as much as possible about the characteristics of products that are competitive with your own company in the market, and realize the shortcomings of your products, and promote your products while promoting your own strengths and avoiding weaknesses.

4.At the same time as consumers purchase enterprise products, inform consumers whether the products have corresponding after-sales service and value-added services, so that consumers have a balance in their hearts.

What are the types of decisions made to buy in the producer market? What should the marketing management department of the enterprise do?

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According to the needs of consumers, introduce the quality and efficacy of the company's products, and do some appropriate publicity. 2.According to the consumer's purchase characteristics to make appropriate publicity, try to meet the expectations of consumers.

3.Do market research before doing publicity, learn as much as possible about the characteristics of products that are competitive with your own company in the market, and realize the shortcomings of your products, and promote your products while promoting your own strengths and avoiding weaknesses. 4.

At the same time as consumers purchase enterprise products, inform consumers whether the products have corresponding after-sales service and value-added services, so that consumers have a balance in their hearts.

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