grow营销模型：Alevel商务知识点市场营销

小君 2022-11-05 04:26:59 819

grow营销模型：Alevel商务知识点市场营销一个企业在市场上只提供一种产品也是很危险的，因为任何较大的对手都可能更加多样化，拥有更广泛的产品系列。因此，这些大型企业可能会将价格降到很低的水平，以至于小企业无法盈利地竞争。这使得小企业能够存在于由大企业主导的行业中（例如，无线电广播行业的经典调频，度假行业的SAGA）。然而，如果利基市场中出现较大的竞争对手，小企业往往会发现很难与这些资源丰富的企业进行有效竞争。It is also dangerous for a business to offer just one product within the market since any larger rivals are likely to be more diversified and have a wider product portfolio. Theses larger businesses could therefore

Marketing——Marketing Strategy

市场营销——市场策略

grow营销模型：Alevel商务知识点市场营销(1)

Niche Marketing 利基营销

This involves a business selling its product(s) in small often lucrative segments of a market. It is the opposite strategy to mass marketing. Many small businesses can identify unsatisfied consumer needs in a particular segment within a large industry and they can develop products to meet these needs.

This allows the small businesses to exist in industries that are dominated by large businesses (e.g. Classic FM in the radio broadcasting industry SAGA in the holiday industry). However if larger rivals appear within the niche market the smaller businesses will often find it difficult to compete effectively with these well-resourced businesses.

It is also dangerous for a business to offer just one product within the market since any larger rivals are likely to be more diversified and have a wider product portfolio. Theses larger businesses could therefore reduce their prices to such a low level that the small business cannot compete profitably.

Nevertheless during periods of economic growth and higher consumer spending then niche markets can offer a very lucrative opportunity to many small businesses to offer a personalised high value-added service/product.

这涉及到一个企业在一个小的，通常是有利可图的细分市场上销售其产品。它是与大众营销相反的策略。许多小企业可以在一个大行业的特定细分市场中发现未被满足的消费者需求，他们可以开发产品来满足这些需求。

这使得小企业能够存在于由大企业主导的行业中（例如，无线电广播行业的经典调频，度假行业的SAGA）。然而，如果利基市场中出现较大的竞争对手，小企业往往会发现很难与这些资源丰富的企业进行有效竞争。

一个企业在市场上只提供一种产品也是很危险的，因为任何较大的对手都可能更加多样化，拥有更广泛的产品系列。因此，这些大型企业可能会将价格降到很低的水平，以至于小企业无法盈利地竞争。

然而，在经济增长和消费者支出增加的时期，利基市场可以为许多小企业提供一个非常有利可图的机会，提供个性化的高附加值服务/产品。

grow营销模型：Alevel商务知识点市场营销(2)

Product Life-Cycle 产品生命周期

This shows the various stages that a product is expected to pass through and it also indicates the likely level of sales that can be expected at each stage.

The length of the lifecycle will vary from product to product and from industry to industry (e.g. Oxo Cubes Levi Jeans and Kellogg's Cornflakes have lifecycles that have lasted for over 50 years but various pop groups and childrens' toys have a lifecycle that can last less than 12 months). Generally there are six stages to the lifecycle - development introduction growth maturity saturation and decline as illustrated on the diagram below :

这显示了一个产品预计要经过的各个阶段，它也表明了每个阶段可能的销售水平。

生命周期的长度因产品而异，因行业而异（例如，Oxo Cubes、Levi Jeans和Kellogg's Cornflakes的生命周期已经持续了50多年，但各种流行音乐团体和儿童玩具的生命周期却可能不到12个月）。一般来说，生命周期有六个阶段--发展、引进、成长、成熟、饱和和衰退，如下图所示：

grow营销模型：Alevel商务知识点市场营销(3)

During the development stage much time will be spent designing and testing the product concept. A prototype will often be test-marketed in order to assess the potential sales and profitability of the new product. A decision will then be made whether or not to launch the product. The business will therefore incur many expenses during the development stage of the product lifecycle and the product will produce a large negative cashflow.

在开发阶段，许多时间将用于设计和测试产品概念。为了评估新产品的潜在销售和盈利能力，通常会对原型进行试销。然后，将决定是否推出该产品。因此，在产品生命周期的开发阶段，企业将产生许多费用，产品将产生大量的负现金流。

It is estimated that only 1 in every 5 new products actually pass the development stage and reach the introductory stage of the lifecycle.

据估计，每5个新产品中只有1个真正通过开发阶段，并达到生命周期的介绍阶段。

The introduction stage commences with the launch of the product onto the market. Sales are low and costs are still very high (especially advertising and distribution). The product is therefore unprofitable at this stage. The length of this stage will vary considerably according to the product. Some products will take a long time to reach the growth stage of the lifecycle (e.g. new novels) whereas others will head straight from introduction into growth in a matter of days (eg new pop-music album releases).

引进阶段是从产品投放市场开始的。销量很低，成本仍然很高（尤其是广告和分销）。因此，该产品在这个阶段是无利可图的。这一阶段的长度将根据产品的不同而有很大的不同。有些产品需要很长时间才能达到生命周期的增长阶段（如新小说），而其他产品则会在几天内直接从引入阶段进入增长阶段（如新的流行音乐专辑发布）。

Once the business has made customers aware of the new product and it has managed to achieve a high level of repeat-purchasers then the product will head into the growth stage of the lifecycle. This is where the product starts to become profitable. Advertising is still extensive. Competitors may launch similar products to cash-in on the successful new product.

一旦企业让客户了解了新产品，并成功实现了高水平的重复购买者，那么产品将进入生命周期的增长阶段。这是该产品开始盈利的地方。广告仍然是广泛的。竞争者可能会推出类似的产品，以兑现成功的新产品。

The business will try to prolong the growth stage for as long as possible but sooner or later it will reach the maturity stage of the lifecycle. The growth in sales will start to slow down and the product will nearly reach its maximum market share. There will be several competing products on the market.

企业会尽量延长增长阶段，但迟早会达到生命周期的成熟阶段。销售额的增长将开始放缓，产品将几乎达到其最大市场份额。市场上会有几个竞争性产品。

The saturation stage of the lifecycle will occur where the sales of the product have reached their peak and the number of competing products will have grown significantly. It is during this stage of the lifecycle that the business may decide to use an extension strategy to prolong the lifecycle and boost sales sales revenue and profits.

生命周期的饱和阶段将出现，产品的销售已达到顶峰，竞争产品的数量将大幅增长。正是在生命周期的这一阶段，企业可能会决定使用延长战略来延长生命周期，提高销售量、销售收入和利润。

The final stage of the lifecycle is where the sales of the product go into decline. This is usually an inevitable result of changing customer tastes and fashions new technology and the loss of market share to new products introduced by competitors.

生命周期的最后阶段是产品的销售进入下降阶段。这通常是客户品味和时尚的变化、新技术和竞争对手推出的新产品所带来的市场份额损失的一个不可避免的结果。

grow营销模型：Alevel商务知识点市场营销(4)

Extension strategies 扩展策略

If a business believes that a product which has reached the saturation stage of the lifecycle can still produce a higher level of sales then it may choose to implement one or more extension strategies to improve the product's ailing level of sales such as :