市场营销案例分析Case 4

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1、PrinciplesofMarketingCompanyCaseIWantMyVOIP!!!!#1.WhataretheadvantagesanddisadvantagestoRitaofacceptingtheTimeWarneroffer?ThinkcarefullythroughtheprocessthatRitawouldhavetogothroughtoswitchtelephoneservices.Whatwouldyoudoinherplace?ThefirstthingforRitatodecideiswhethersheshouldchangehercellphone

2、todigitaltelephoneornot.Comparedwithregulartelephone,digitaltelephonehasthoseadvantages:a)Digitaltelephoneappliesamuchlessexpensivetechnologythanthetraditionalcircuitswitchingusedinthepasttosendcabletelephonecalls.Itisalsomuchlessexpensivetomaintain.(lesscosttocompanies)b)Alltheregularservicesof

3、feredbytelephonecompaniescanbeofferedwithdigitaltelephone.However,becauseVOIPconvertsphonecallsintodata,theintegrationoftelephone,TV,anddataisextensive.DigitaltelephoneuserscanenjoyotherservicessuchasaccessingcompletecalllistsontheirPCs,sendpicturesfromcellphonesdirectlytoset-topboxes,andeasilym

4、anagecomputerbasedtelephoneaddressbooks.(multifunctional)c)Digitaltelephonehasnolongdistancecharges.Furthermore,thephysicallocationofequipmentdoesn’tmatteraslongasit’sconnectedtoabroadbandmodem.(lesscosttoconsumers)d)BecauseVOIPsystemsallowforeachusertohavemultiplephonenumbers,callsbetweenthesen

5、umbersarefree.(lesscosttoconsumers/convenience)e)Therewillbemorefeaturesinthefuturesuchasvideophones,videoe-mail,andintegratingphonemessagesetc.whichareoutofthereachofthelocaltelephonecompanytodevelop.(multifunctional)a)Digitaltelephonecompaniesofferabasicpackagewithstandardfeaturesforoneprice,w

6、hichis30percentbelowthetelephonecompany’sprice.(lesscosttoconsumers)However,digitaltelephonehasthosedisadvantages:a)Thevoicequalityofdigitaltelephoneisnotasgoodasregulartelephoneservice.(relativelypoorquality)b)Lossofpowermeanslossoftelephoneservicetodigitaltelephone,whileregulartelephonesystems

7、stilloperatewhenelectricityisout.(limitation)Next,Ritashoulddecidewhichcompanytochoose.Comparedwithothercompanies,TimeWarnerhassuchadvantage:a)TimeWarneroffersbetterservicethanthosecompaniesatthesamepricinglevel.However,Time