HND市场学导论outcome2.docx
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HND市场学导论outcome2
HND市场学导论outcome2
ThereportofmarketingaboutTrusty-LandFood
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Tableofcontents
Introduction:
ThisreportusesServiceMarketingMixtoanalysisoftheTrusty-LandFoodCompany.ServiceMarketingMixiscomposesof7Ps.Iusesproduct,price,promotion,placetoanalyzetheTrusty-LandFoodCompany.Iusespeople,process,andphysicalevidencetoanalyzethebarbershop.AssumingTrusty-LandFoodCompany’smarketingenvironmentbechange.
Findings:
Product:
Productcanbeofferedtoamarketforattention,acquisitionanduseorconsumptionthatmightsatisfyawantorneed.Theproductincludesphysicalobjects,services,persons,places,organizationsandideas.
TheTrusty-LandFoodCompany’sproductsistangibleproduct.Thechannelsoftangibleproduct.
Threedifferentlevelsofproduct,thethreelevelsincludescoreproducttangibleproduct.MeetisthecoreproductofTrusty-LandFoodCompany.Meetprovidesproteintopersonandmeetalsoimprovequalityoflife.
Productline
Productsarecloselyrelatedandtheyfunctioninasimilarmanagersotheproductneedsaproductline.Productlineisbenefitforsoldtothesametypesofoutletorfallwithingivenpriceranges.Trusty-LandFoodCompanycantaketheredmeetandwhitemeetdividedintotwokindsofproductionline.Thetwokindsofproductionlinecanimprovetheproductionefficiency.
Trusty-LandCompany’sproductlinefromlesstomore.Theproductbecomemorethereasonsincludestheenterprisecompetivenessandtoattractmorecustomerandincreasesales.
ProductMix
Productmixisthetotalsumofalltheproductsandvariantsofferedbyanorganization.Theproductionline’swidthistwo,becausetheproductlinesproductstwokindsofmeets.Themeetsincludewhitemeetandredmeet.
Productlifecycle
“KittyDoggy”productlifecycle
“KittyDoggy”inthegrowthperiod.Duringthisperiod,thisbrandofpetfoodisincreasesales,launchnewproductsandopponentsappear.Isuggeststhat“KittyDoggy”keeppetfoodqualityand“KittyDoggy”mastfocusesontheopponenttofindwaystoincreasesmarketshare.
Price
Thesmartpricingisamountofmanychargedaproductorserviceorsumofthevaluesthatconsumersexchangeforthebenefitsofhavingorusingtheproductorservice.
TheadvantageofsmartpricingisensuresalesbutinaccuratepricingtoharmthecompanysuchasunderpricedclosenotbacktothecostsotheTrusty-LandFoodCompanymasttakethesmartpricinginproduct.
Governmentpolicy,Organizationobjective,ChannelsofDistribution,Cost,andWeatherisfactorsthataffectpricing.
Governmentpolicy:
Governmentpolicyaffectsthepricing.Government’snewdietaryguidelinesisrecommendpeopletoeatwhitemeatsoredmeatsaleswillbedeclineandwhitemeatsalesrise.Trusty-LandFoodCompanyinordertomaintainsalesofredmeatsoredmeatbesuitablereducedprice.Redmeatsalesrisesoredmeatbetakeaappropriateprice.
Cost:
Trusty-LandFoodCompanyhasalotofdistributorsthroughoutthecountry.Meatproductsneedfreshsomeatintheprocessoftransportationneedkeepfreshthatincreasethecost.Thecompanyinordertoprofitsomeetriseinprice.
GeneralPricingApproach
PenetrationPricing:
Trusty-LandFoodcompany’s“KittyDoggy’’inthegrowthperiodsopenetrationpricingforpetfoodcanattractsmorecustomerthatcanincreasesales.Penetrationpricingcanhelp“KittyDoggy’’gainmoremarketshareandtopromote“KittyDoggy’’
Competitivepricing:
Trusty-LandFoodCompanyfocusesoftheopponentsthatcanhelpTrusty-landuponthemopponents.Trusty-LandCompanyfocusesonopponentsthatcanhelpcompanywinthepricewarandkeepTrusty-LandFoodCompany’sdominance
Promotion
Promotioniskindsofaactivities.Promotesproductorserviceanditsmeritstotargetcustomersandpersuadethemtobuy.
Themainpromotionaltoolsavailabletomarkethavefivetypesthatisadvertisingsalespromotion,publicrelations,personalsellinganddirectmarketing.
Advertising
Advertisingcanhighlighttheproductfeaturesandimprovevisibility.Trusty-landFoodcompanythroughnewspaperandstreetpostertoattentioncustomertoknowcompany’sname.Trusty-LandFoodCompanythroughTVcommercialstopositionthecompany.Thistunedissuccess,TVcommercialbringsalesrevueincreasedby34%thatcanexpandmarketshare.
DirectMarketing:
Trusty-LandFoodCompanyhasitsownretailgroupssoTrusty-LandFoodCompanycanreducethemiddleman.Themiddlemanisgettinglessthecompanymakeagoodpriceandgoodsupplierforcompany’scustomersthatcanhelpcompanyimprovemarketshare.
PersonalSelling:
Trusty-LandFoodCompanyhasasalesteamthesalesteamtopersuadecustomertopurchasesandstockcompany’sproduct.Personalsellingcanimproveproductandincreasecustomerpurchasesandcontacts.Salesteamcanhelpcompanyimprovetheproductsales.
Identificationoftargetaudience,Legalpoliticalfactor.Technologyfactorandbudgetsettingthisfourtypesinfluencethesettingofthepromotionalmix.
Identificationoftargetaudience:
CustomershasdifferentdemandandtastesdifferwithpeoplesoTrusty-LandFoodCompanymastidentificationoftargetaudiencetopromotesdifferedproducts.The“HealthMeat”isagoodexample“HealthMeat”liesintheirconvenienceandfasttime.“HealthMeat”suitableforfastrhythmoflifethatcanincreasesales
BudgetSetting:
Theamountofthebudgeteffectpromotion.IftheTrough-LandFoodhavemorebridgetheadvertisingcoverageisbroad.Theappropriatebudgetsettingtoimprovesthecompanyreputation.
Place
Placesmeansallthecompanyactivitiesthatmaketheproductorservicesavailabletotargetcustomers.
Tangibleproduct’splaceisdistributionpartner.Intangibleproduct’splaceisenterpriselocatedorprovidestheserviceplace.
Wholesalers:
Trusty-LandFoodCompany’sProductsweresoldtoregionalgrocerychainsandnationalandregionalgory,wholesalersthatisWholesalers.
Retailers:
SevenElevenisaretailer,SevenElevensalesfood-brandedofTrusty-LandfoodCompany.LargegrocerystoresandsupermarketspurchasefromTrusty-LandFoodCompanyandthatgrocerymarketmeatproductsunderTrusty-LandFoodCompany’sLogo.
ThebenefitsofdistributorstoTrusty-LandFoodCompanyDistributorsforthecompanytoreduceinventoryandaccelerateproductcirculationspeed.Distributionbusinessenterprisetoincreasevisibilityandtoincreasemarketshare.Distributorstohelpbusinessincreasesalesreducethepressuredistribution,increaseprofitsbringconveniencetoclients
Buyingbehavior,BudgetProductitselfandOrganizationalObjectiveareaffectchoosemarketers.
OrganizationalObjective:
Trusty-LandFoodtake“KittyDoggy”becometheleaderbrand.Intensivedistributionconsiderrevisingthemarketsharesoorganizationalobjectivegoodfordistributors.
Buyingbehavior:
Marketerstoadopttotheconsumerhabits.Marketerscooperatewithsupermarketsormarketsandimpossibleandbookstoresandflowerofcooperation
ServicesMarketing
Aserviceisanyactorperformancethatonepartycanoffertoantherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.Itsproductionmayormaynotbetiedtoaphysicalproduct.Characteristicsofservicesisvariability,perishability,inseparabilityandintangibility.
BarbershopisthreemorethanTrusty-LandFoodCompany.Thethreetypesispeople,processesandphysicalevidence.
People
People:
Peopleatservicesmarketingisserviceprovider.Forexample,peopleinthebarbershop’shairdresserandcashier.Hairdressergivingahaircuttocustomerandwashhair,cashierresponsibleforthemoney.Thehairdressersandcashiergiventhecustomer’sserviceisintangibilityandinseparability.Hairdresserandcashiershouldhavebetterattitudeandhighservicequality
Processes
Processes:
Processinvolveslookingatthequalitycontrolsthatneedtobeinplacetoensureconsistencyofservice.Customersintothebarbershop.Barbertocustomersshampoo,haircut,andthebarbertomeetcustomerrequirements,shampoo,cashiermoney,andfinallythecustomeraway.Processservicesemphasizeconsistencyandeffectivenessoftheservice.Differentcustomersinthesameservicegetthesamelevelofserviceisuniform.Withinaperiodoftimetocompletetheservice.
PhysicalEvidence
PhysicalEvidence:
Physicalevidenceisthe“tangible”partoftheservice.Barbershop’swardrobeandshampooareallbelongtothephysicalevidence.Physicalevidencetohelphairdresserstocompletetheservice.Physicalevidencealsohelpcustomersevaluateservice.Ifthecustomerisnotsatisfiedwiththephysicalevidence.Goodphysicalevidencetomakecustomersatisfactionincreases.
Changeofmarketingenvironment
Supposecompanysuppliesmeattoacity,butthecity'sMuslimbeliever’spopulationincreases.Thecompanycanuses4P’sproductsocompanyprintedonproductpackaginghalallogoandMuslimfollowersoftheurbanpopulationaccountedfortheratiobecomeslarge.Sothecompanyprovidesasmallamountofporktothecityandthecompanyoffersothertypesofmeattothecity,tomeettheneedsofMuslimbelievers.
Supposeanincreaseintheelderlypopulationinthecommunity.Thecompanycanuse4P’spricefromcompanytoresolve.Becauseelderlypeopleareconcernedabouttheprice.Thecompanyandretailerscooperateelderlytobuymeattheretailersgaveelderlysevenfold.Improvethecompanyreputationandboostsales.
Supposetheemergenceofbirdfluinsociety.Thecompanyuses4P’sproduct.Thecompanymastpayattentiontoproductqualityandthecompanytodoagoodjob