Market Making.docx

《Market Making.docx》由会员分享，可在线阅读，更多相关《Market Making.docx（3页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、1Market MakingIntroduction:For Big Book Mail Orders,if who is not involved in the competition in the terminal market,whowill always admire others success and glory!Because consumers only to see,buy,glad to buy thepremise of products in order to continuously improve sales!Successful market magic weap

2、on isnothing more than:product market possession rate,products spread the rate,product of thevivid development,brand Market Making(Ball R,1996).1 Internal Capability AuditSears,Roebuck and Company marked the end of an era in 1992 when they announcedelimination of their catalog sales.Additionally,Sea

3、rs announced that they would close more than100 unprofitable stores in the face of a fourth quarter 1992 deficits of$830 million(their firstquarterly loss in nearly 60 years).Focusing on potential customer with strong consumptionaround the customers for appealing point of sale planning,integrated ma

4、rketing communication,and product development and production,avoid the trap of price war,set up based on brand,product advantage.In managerial aspect,Sears has its professional management team andmanagement mechanism.In financial aspect,Sears has sufficient funds to support as a famoustrademark of c

5、atalogs.In operational aspect,it uses brand effect continues to create a luxurybrand of catalogs to attract the consumer population.In human resources,Sears employedprofessionals at home and abroad,including catalogs research scholars,production experts,management experts.In the hiring of workers,bu

6、t also clever use of its perfect employeemechanism(Elimimian Jonathan U,Gilmore James M,Singletary Tony J,2006).2:Analysis of Market Making2.1 PEST analysesPolitics.In recent years,the production scale and market demand for books are growingrapidly(Rynne T J,1999).In order to promote the economic pr

7、ogress,the government stronglysupports the development.Economics.Annual per capita consumption of books is only 8kg.One-fifth of the world averagelevel are 1/24 of the western developed countries.Social.There is a high overlap between the book products.Carbonated book clients are in 58.4%of the func

8、tional book.2Technology.Market increasingly toward the leading brand focus,each category has appearedhigher market concentration,increasing competition in the industry threshold.Only lead theenterprise to lead the market,most enterprises can only be followed or avoid the new entrants isdifficult to

9、break,so the industry competitive performance for the game of the existingbetween giants.This game must be located in a variety of industries,resources and ability factorcomprehensive competition,such as capital strength,planning capacity planning,channelconstruction and management ability,organizat

10、ion and management ability.2.2 Analysis of external factors that affect market makingTo a certain extent,reflects the home consumer market has matured,from the supermarketof the modern channels in home purchase behavior as the target consumer group positioningbased,and personal consumption is comple

11、mentary.Sexual maturity of the end consumershopping has been to purchase heat has cooled down(McDermott D R,Tuckman H P,1997).Leading tier cities and second tier cities in addition to the demand for low concentration book isbigger,the demand of high concentration book and catalogs blends also relati

12、vely large.And inthird tier cities and rural towns,book limited demand,especially the relatively expensive price ofhigh concentration of book and mixed catalogs(Hollon Matthew F,2004).2.3 Porters five forces analysisBargaining Power of Suppliers.Searss supplier is a long-term cooperation.They are st

13、ill relativelyconcessions.Bargaining Power of Buyers in this regard.Reading in women and 15-24 years old ratio of morethan 60%,often read more like to try different things.Threat of New Entrants.Book giants are spending huge sums of money into the Chinese bookmarket.Substitutes.In the book market,th

14、e competitions top is the alternative category,subdividedinto conforms to cater to the needs of the consumers of a product category,it has a competitiveadvantage.(Stukenberg D,Blayney D,Miller J,2006).Rivalry.Other well-known domestic enterprises have the advantage in the channel.Conclusion:3It cont

15、inues to be dominated by the dealer sales.To through the empirical regression,to find thereal geographic market consumption potential.To strengthen the market penetration,especiallythe book market penetration.At the same time,we should design suitable for different numberof libraries and customers o

16、f household consumer packaging.Add to customers and focus onhealth,nutrition of household reading consumers as the object,improve the taste and packaging.Brands have a certain visibility.In the future,we must clearly highlight the nutrition,health andapt for study concept.Prices should continue to s

17、lightly higher than similar products in the,butshould be not too much higher.Advertising,still in main media selection in some key areas andheavy to point of sale increase site advertising support,should pay attention to the site of thebook reader recommended action.Communication content should high

18、light the nutrition,healthand study concept.Reference：1 Ball R.(1996).Practical marketing for dentistry.1.What is marketing?:British dental journal,80(10)2 Rossein Keith D.(2006).Proactive Internet marketing with e-newsletters:Dentistry Today,25(10)3 Elimimian Jonathan U,Gilmore James M,Singletary T

19、ony J.(2006).Global marketing ofcholesterol-lowering drugs as therapy:Journal of Hospital Marketing&Public Relations,16(1-2)4 Woodruff Christopher E.(2004).Developing the marketing mix:Optometry-Journal of theAmerican Optometric Association,75(4)5 Kemalov R F.(2006).Significance of marketing in publ

20、ic health:Problemy Sotsialnoi Gigieny,Zdravookhraneniya,i Istorii Meditsiny,(1)6 Rynne T J.(1999).Transitioning health care marketing into the twenty-first century:Marketinghealth services,19(2)7 McDermott D R,Tuckman H P.(1997).Applying a marketing perspective to health researchorganizations:Market

21、ing health services,17(4)8 Hollon Matthew F.(2004).Direct-to-consumer marketing of prescription drugs:a currentperspective for neurologists and psychiatrists:CNS Drugs,18(2)9 Chiodo G T,Tolle S W.(1997).Ethics and direct marketing to patients:General dentistry,45(2)10 Stukenberg D,Blayney D,Miller J.(2006).Major advances in milk marketing:governmentand industry consolidation:Journal of Dairy Science,89(4)