Literature Review

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literature review
the report is aimed to research the reason for P&G marketing decision of being sponsor of Shanghai EXPO. Therefore I do this research from some subjects. To the P&G itself, the marketing is important. In the Marketing: An Introduction ( Scottish Qualifications Authority, 2006), it is said that the marketing means that “selling goods that don’t come back to customers who do—at a profit which satisfied shareholders—using means which satisfy other stakeholders”.(P17) and it was divided into four Ps: Product, Price, Promotion and Place as the marketing tools. (P19) As one successful marketing, it depends on the marketing mix and how they interact with each other to give customers the right product, at the right price, available in the right place( shops/online) with the right information(promotion) (P19). What’s more, according to the product line, Philip Kotle said that it is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlet, or fall within given price ranges.(P148), the product line of P&G is not single, it involves a large range of products. Referring to the product life cycle which is all products have limited period of popularity in the marketplace has been developed into the well-known theory, it has four stages, they are introductory, growth, maturity and decline( P165), to the P&G, it is stayed in the third stage, it has 163 years history, from the start to now, it developed from a soapmarket (P&G. 2001). In mordern times, it built its own branding and has its branding effect, through the EXPO, it can expand its image and products to the customers all over the world, letting people know more about the P&G.. The brand can be a name, sign or symbol or a mixture of these which is used to distinguish one product/ service/organizationfrom another and to differentiate them from their competitiors(P152), branding enables...
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