A New Marketing Mix for Pc Technology Co

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Finally, promotion is required to inform and remain consumers. Sales promotion and personal selling will be used by the company. Sales promotion aims at short-term increase in sales ,which use incentives such as loyalty cards and free offers to encourage costumers. And this can be used as a method to introduce a new product with niche marketing. Personal selling means the company's sales team promote the products through personal contact. (Hall,2008). In detail, the staff can explain the technical functions of the computers face to face and get detailed feedback from customers. However, the problem is that the cost is high and customers may feel annoying. In the aspects of advertising, promotion can be transmitted by TV, newspapers, radios, billboards, cinema and the Internet ,but the Internet and newspapers may suit the PC company most. As a traditional method, newspaper can still remain flexibility and target the market segments. For example, the PC company can advertise in newspapers aiming at high-tech products. However, the cost may be expensive in the front page and little feedback can be received. As a new method, the Internet has been the most developed way to transmit information. However, some legal restrictions in different websites can always lead to problems. Apart from these types of advertising, direct advertisements in high-tech products may attract more customers. Therefore, sales promotion and personal selling are generally aiming to achieve short-term increasing sales but advertising often leads to long-term returns as it can build the confidence and relationship with consumers. It's necessary for the PC company to integrate them well, helping to increase market share and profitability as well.

In conclusion, the essay first analyze the decreasing market share and then propose a marketing mix with product, place, price and promotion to change to situation. Although PC Technology Co occupies the least market share in the PC retailers market, its brand image are also kept well to the customers. By using market segmentation, different products will aim at people in different ages and incomes. Moreover, by integrating the overall market strategy of SWOT analysis, market research and Ansoff Matrix with a new marketing mix, a PC company with higher sales and profits will be shown to us in the future.

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