市场营销作业

1. Describe the four characteristics of services that marketers must consider when designing marketing programs. According to these characteristics, how do the services offered by a massage therapist differ from those offered by a grocery store?

Part(6) inseparability

The serves offered by a message therapist cannot be separated from message therapist. However,the products bought from a grocery store.an be seperated products from the grocery store(the prorider)

Four service characteristics:

Service intangibility: services cannot be seen,tasted,felt,heard, or smelled before they are bought.

Service inseparability:services are produced and consumed at the same time and cannot be separated from their providers.

Services variability:the quality of services may vary greatly depending on who provides them and when,where,and how they are provided.

Services perishability:services cannot be stored for later sale or use.

Compared to other grocery stores, massage therapists in the customer before consumption, not too will be part of massage too detail, during the period of work, to keep several masseuse ready, in case because too many customers to provide services, massage therapists should constantly improve their professional quality, as well as its own massage technique, to attract customers to consume for good evaluation, after customers in the consumer, to provide services at once, can't because of the things of non-business delayed the time of the customer.

3. Coca-Cola has sustained success in the maturity stage of the product life cycle for many years. Visit Coca-Cola’s Web site (www.thecoca-colacompany. com/heritage/ourheritage.html) and discuss how Coca-Cola has evolved over the years. Identify ways that Coca-Cola can continue to evolve to meet changing consumer needs and wants.

PLC:product development, introduction, growth, maturity, decline

The Coca Cola company over the past few years are in sustainable development, of which China business as a starting point, Coca Cola is committed to in public health, community development, symbiosis with the environment; through the "Golden Triangle" with the cooperation of enterprises and government departments, social organizations develop their potentials and in the local innovation project, for the sustainable development of China as a distraction force.

A, the produce and development of Coca-Cola

1. To produce

Some important discoveries of all human in the accident, such as the invention of stainless copper, is the inventor in a heap of rusty iron occasionally found a rusty alloy; Penicillin is experimentalist when doing the experiment, occasionally found a piece of raw mould all the vessels of the bacteria is dead. Coca-Cola also quite by accident.

One day, a drunkard's got a bad headache, came to the pharmacy to pampa, - a young village doctor open points with collaboration, pan called little student open coca wine, this should be made of coca leaves and kola nut syrup in French wine. But little student oversight, use soda as wine. Alcoholic drink after feeling to god, pick up LaoPan drink, wonderful. Such, unwittingly invented a kind of the world's greatest beverages, it is Coca-Cola.

Coca-Cola's first creative source and the casual, is the result of accident.

As a brand, its name is vital, and a good name, can make the product stand out in a first impression. Coca-Cola is the name how arise?

Because Coca-Cola has a important ingredient is a cocker spaniels alkali, so after listed by many doctors and journalists warnings and criticism. The pressure of public opinion makes pampa, experiments like crazy, and a year later developed his "alcohol drinks". After four shareholders of fierce debate, name finally identified as Robinson thought of "Coca-Cola". Everyone agreed that this is a good name, just because "CocaCola" points to the two main components, but also because two words rhyme, very loud and clear. At the same time, Robinson was also made for the name of the company class fonts logo. So, the sweeping beverage kingdoms in the 20th century brand, its name and logo to the every corner of the world.

2. Introduction

Because Coca-Cola began to stage their own positioning (drinking beverages), as well as the composition of the coke itself (containing a certain amount of cocaine alkali), makes the coke after early criticized by many doctors and the press event, at the same time there are many consumers are constant complaints and protests drug image of the coke. They said that they don't need supplements but public drinks. Media have sharp points out that the coke popular because cocker spaniels, and with a series of evidence to show that great side effects after drinking coke, in the external environment, Coca-Cola began a new development

As a drink, the focus of the development in the taste of the products and components, the company top to the outside world after this a series of reaction, the original pan immediately make changes to their doctor, reduce the number of cocaine alkali to 1/10 of the original content. Then they found the best formula, code-named 7 x formula, and put the formula as a top secret. The code for the secret recipe of 7 x also became 100 years of a secret.

It has been proved that the development of Coca-Cola, laid it's status as a big MAC in beverage industry.

Second, the import market

1. The product positioning

A product must have their own a clear product positioning, define the product.

Coca-Cola in the early import market emerged as positioning of alcohol beverages, such location makes it consumer group limited in smaller part of the people, the position clearly does not bring good returns.

Consumer protest and complain that proves that it must be a failure, but also save the company, the company to react quickly and save yourself, after discussion, will be located on the common popular drinks coke, and adopted the image of pure and fresh, new image with a huge market, has a wider customer base.

2. The advertising strategy

Advertising is a product promotion of the effective weapons, advertising do good, the sales of products can play a huge role. At the same time, advertising should also reflect product culture, reflects the characteristics of the product.

Coke's advertising culture is colorful, any form of advertising, newspapers, television, radio, movies, outdoor, plane, three-dimensional, three-dimensional computer, aircraft, ships, spacecraft, etc., and even can be found in the Coca-Cola advertising. Coca-Cola has formed its own advertising culture, now, no matter what person, in what parts of the world, as long as see "CocaCola" standard font, all know that it is "Coca-Cola".

Coca-Cola in import market in the early years of the first advertisement can reflect the characteristics of coke. "Coca-Cola, tasty! Refreshing healthy. Make you energetic! This is a new and popular drinks......." Such advertising reflects the product positioning: pure and fresh and delicious popular drinks.

Third, growth

A brand's profit is decided by two factors, namely the nature of the market share and this kind of product (or brand in the nature of the competition of product market). Drink as a kind of commodity, so I decided to a profitable beverage products can mainly lies in its market share. Coca-Cola is a commercial miracle, one hundred years it has always been a growth, its marketing miracle lies in its constant innovation! In growth, as a result of sales promotion costs Shared by more sales and lower unit production costs, profits growth. Companies use several strategies to maintain the rapid growth of the market as long as possible. Enterprises to improve product quality and increase new product features and style, entering a new market segment and the new sales channels.

4. Suppose a toaster manufacturer had the following costs and expected sales:

Variable cost = $ 1000

Total cost = $3000

Unit sales = 200

What is the fixed cost per unit?

Fixed cost=(total cost-variable cost)*unit sales=($3000-$1000)*200=$400000

5. A consumer purchases a computer for $800 from a retailer. If the retailer’s markup is 30 percent and the wholesaler’s markup is 10 percent, both based on their respective selling prices, for what price does the manufacturer sell the product to the wholesaler?

Consumer=$800

Retailers=consumer/(1+10%)=$800/110%=$727.3

wholesalers=retailers/(1+30%)=$727.3/130%=559.5

Manufacturers:10%~30%

wholesalers/(1+10%)=$559.5/110%=$508.6

Wholesalers/(1+30%)=$559.5/130%=$430.4

So manufactures price=$430.4~$508.6