Marketing Mix Tools when Going from America into China Essay

Marketing Mix Tools when Going from America into China Essay

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Consumers consider price, brand, time of delivery, and the quality of the product in making choices on which products to use in the market place, hence the reason it is important to focus on fulfilling the elements in marketing products to consumers. In moving a product from the American market to the Chinese market, similar considerations are necessary since similarities and differences exists in the response of consumers on the use of different marketing mix tools in promoting products in the two countries. Due to the complexity in marketing luxury products in China, it is advisable for marketers to analyze the market in China in order to identify the critical elements for consideration in marketing prior to introducing the commodity in the Chinese market (Kittichai, Ruoh-Nan & Jennifer 60). The techniques used in marketing should slightly differ from the strategies used in promoting the same product in the American market. This is because the cultural perceptions of consumers in the two countries influence the decision of shoppers in purchasing luxury products. In marketing, the focus should be on the effective use of price as a major tool for penetrating the Chinese market as discussed in the paper.
Pricing techniques
The use of the premium pricing together with the skimming technique in which the company will price their products higher than those of competitors before reducing the price with progression in time are the selected marketing mix technique for consideration by sabon. The company will use the first strategy in targeting the high-end market in pricing their products since the strategy works well for Western companies that seek to establish their presence in the Chinese market. Higher pricing in China will captu...


... middle of paper ...


...ew of the prices takes place. Finally, pricing should be done selectively for products that target the general population to reduce the possibility of incurring losses because of using inappropriate strategy (Zhang 37). Based on the analysis above, it is appropriate to states that consumers in the Chinese market behave differently from consumers in the American market when responding to the use of premium pricing and skimming strategy in promotion of beauty products.



Works Cited

Hopkins, Barbara E. "Western cosmetics in the gendered development of consumer culture in China." Feminist Economics 13.3-4 (2007): 287-306.
Kittichai (Tu) Watchravesringkan, Ruoh-Nan Yan, and Jennifer Yurchisin. "Cross-Cultural Invariance of Consumers' Price Perception Measures." International Journal of Retail & Distribution Management 36.10 (2008): 759-79. ProQuest. Web. 10 Apr. 2014.

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