Szám |
Fejezet |
Oldal. |
1 |
INTRODUCTION |
4 |
2 |
ENVIRONMENTAL FACTORS |
6 |
2.1 |
Social & Cultural & Demographic environment |
6 |
2.2 |
Legal environment |
8 |
2.3 |
Economic environment |
9 |
2.4 |
Political environment |
10 |
2.5 |
Technological environment |
11 |
2.6 |
Competition |
12 |
3 |
PRODUCT |
13 |
3.1 |
Target customer profile |
13 |
3.2 |
Layers of the product concentrated on concrete details |
13 |
3.3 |
Adaptation |
14 |
3.4 |
The brand name |
15 |
3.5 |
Affectation of potential sales from the country of origin Finland |
16 |
3.6 |
The packaging of the product |
16 |
3.7 |
Product development concerning this market |
17 |
3.8 |
The diffusion of the product in the market |
18 |
4 |
PROMOTION |
20 |
4.1 |
Stages in chair “Paradise Promotional Campaign Planning |
20 |
4.1.1 |
Determine the target audience |
20 |
4.1.2 |
Determine campaign objectives |
20 |
4.1.3 |
Determine the budget |
21 |
4.1.4 |
Determine media strategy |
21 |
4.1.5 |
Determine the message |
23 |
4.1.6 |
Determine campaign approach |
23 |
4.1.7 |
Determine campaign effectiveness |
24 |
4.2 |
Promotion Mix. |
25 |
4.2.1 |
Advertising |
25 |
4.2.2 |
Personal selling |
25 |
4.2.3 |
Sales promotion |
26 |
4.2.4 |
Publicity |
26 |
4.2.5 |
A rough draft of a chair “Paradise” advertisement |
27 |
5 |
PRICE |
28 |
5.1 |
Factors influencing price strategy |
28 |
5.1.1 |
Environmental factors |
28 |
5.1.2 |
Market factors |
29 |
5.1.3 |
Company internal factors |
29 |
5.2 |
Pricing strategies |
31 |
5.3 |
Price setting |
31 |
5.4 |
Price issues |
32 |
6 |
PLACE |
33 |
6.1 |
Importance of internal distribution |
33 |
6.2 |
Structure of international channel |
34 |
|
References |
32 |