Development of an international promotion strategy.doc
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1、Development of an international promotion strategyIntroduction:In recent years, with the fast evolution of the electronic industry and the increase of the consumer demand, a large number of electronic enterprises get the opportunities to expand. The 4Ps is the most classic marketing mix. And the 4Ps
2、 theory is often applied in various kinds of business researches to reveal the effectiveness and efficiency of marketing strategies. Based on this theory, from the aspects of product strategy, price strategy, place strategy and promotion strategy, the author attempts to analyze the marketing strateg
3、ies of Sumsung.1 Literature reviewBeing a well-known international corporation, Sumsung has attracted attention worldwide. Many scholars have studied the company from various aspects. Generally speaking, these researches are mainly from the point of brand strategies, marketing strategies, developing
4、 strategies and so on. For example, Yangyan(2005) proposes that Sumsung carries out its promotion activities by sports marketing. Precise sports marketing strategies make Samsungs public image closer to the customers, which help to evaluate the brand value rapidly. Also Yanyan(2005) tries to analyze
5、 Samsungs brand strategies to show how the company gets rid of the cheap image and consolidates a cutting-edge position in the field of electronic industry. While Jin Daocuo (2007) reckons that the only marketing strategy of Sumsung is “To be distinct”. Samsung gives up the traditional marketing pat
6、tern that focuses on promotion, advertising and personal selling. In such a digital era, Sumsung puts the resources into extreme points: high-income groups and expensive brand image. At the same time, there is still a large space to study the marketing strategies of Sumsung , since the electronic in
7、dustry environment changes every moment. And based on a specific marketing theory, this research will be more meaningful. On the basis of summarizing and consulting the predecessors researches, this paper is going to offer authors own thoughts about Sumsung marketing strategies, combining the detail
8、 marketing strategies with the 4Ps theory. According to analysis from these aspects, readers can understand the success of Sumsung , and also be able to discover the learning points of this successful company. 2 Introduction to 4Ps Theory2.1 Definition of 4Ps theory4Ps are also considered as the tra
9、ditional marketing mix. Next the paper will have a brief introduction to the 4Ps.a.Product strategiesProduct strategies, simply interpreted, are plans or policies related to the product research and development in accordance with the wants of target market.The traditional definition of product is th
10、e material achievements directly from peoples production or management. Yet as for the modern marketing, product includes more than the goods itself, and it may be any things that will satisfy peoples appetite, such as physical objects, services, occasions, organizations, thoughts, ideas, or strateg
11、ies and so on. It is thus clear that the modern concept of product does not just cover tangible product, but also the intangible services (Kong &Fang, 2008).The tangible product owns the real substance together with its quality, characteristic, style, brand, and package. With regards to the intangib
12、le services, it can bring customers the additional benefits, after-sales service, promise, product image or reputation. In a summary, the concept of product in marketing sense means a complicated systematic integration, which values the overall product that can be divided into 3 basic layers: the co
13、re product, the form product and the extension product (Yang Hui, 2011).b.Price strategiesAs the manufacturers sell their products or provide services, they usually quote a price. This process is called the pricing strategies. And generally it contains basic price, discount, and payment terms or cre
14、dit terms.From the view of economics, price is the product value in the currency form. Often it goes up or down around the central value. And price is closely tied with the company profits. Differently, from the view of marketing, price can be modified anytime anywhere when there is real needs. Prod
15、uct pricing could flexibly react to the entire market change, but such flexibility must be based on the fact that whether customers could afford the new quotation. Price strategies are for stimulating the sales volume and attaining expectable profits. Therefore, when doing pricing, companies should
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