MARKETING Licenciatura GESTÃO DE INFORMAÇÃO. Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa
|
|
- Grant Holmes
- 6 years ago
- Views:
Transcription
1 MARKETING 2016 Licenciatura GESTÃO DE INFORMAÇÃO Instituto Superior de Estatística e Gestão de Informação Universidade Nova de Lisboa
2 Part 7: Marketing Mix 7.1. Product and the Product Mix 7.2 Price and Pricing Strategy 7.3 Place and Distribution
3 The marketing mix The marketing mix is a recipe for effective marketing. Using the marketing mix when planning the marketing for a product allows for a consistent approach Getting a good balance of the 4 Ps will mean an effective marketing campaign
4 Marketing - 4P-Model Product, Price, Place, Promotion
5 Marketing Mix Product Promotion Target Market Price Place
6 Marketing 4P s 4Ps Product Price Promotion Place Main usage Conditions Advertisement Strategic distribution/ sales Side usage Rebate Sales Physical distribution/logistics Additional usage Discount Sponsoring Location Brand Leasing Sales promotion Content Quality Event PPR Packaging
7 Marketing Mix - 7P Classical and new instruments Product policy product Classical instruments New instruments Process policy process Price policy price Distribution policy place Equipment policy physical facilities Personnel policy personnel Communication policy promotion
8 Marketing Mix (4P s) Components of the marketing mix Product policy Price policy Communication policy Distribution policy Product innovations Price Media advertisement Distribution systems Product improvements Price deductions Sales promotion Sales organs Product differentiation Rebates and discounts Direct marketing Logistic systems Marking Delivery conditions Public relations Naming Payment conditions Sponsoring Service performance Personal communication Assortment planning Fairs and exhibitions Packaging Multi-media communication Employee communication Marketing mix Sub-markets and customer groups
9 Service marketing (from 4P s to 7P s) Comparison of 4P s and 7P s 4 P s of the classical consumption goods marketing 7 P s of the service marketing advertisement product advertisement product price positioning employees positioning price process management physical facilities
10 The marketing mix Decisions about Mkt Mix are based on the results of market research problem-identification research problem-solving research. There are two main sources of data - primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand.
11 The marketing mix Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher. Methodologically, marketing research uses the following types of research designs: Based on questioning Based on observations
12 The marketing mix Based on questioning Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques
13 The marketing mix Based on questioning Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis.
14 The marketing mix Based on observations Ethnographic studies - by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces.
15 The marketing mix Based on observations Experimental techniques - by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test markets
16 The marketing mix Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.
17 Start with building your marketing plan!
18 Product
19 Product 1. What are the characteristics of products? 2. How can a company build and manage its product mix and product lines? 3. How can a company make better brand decisions? 4. How can packaging and labeling be used as marketing tools?
20 4 P s - Product
21 A product is defined as "Anything that is capable of satisfying customer needs" The process by which companies distinguish their product offerings from the competition is called branding. For most companies, brands are not developed in isolation - they are part of a product group. A product group (or product line) is a group of brands that are closely related in terms of their functions and the benefits they provide (e.g. Dell's range of personal computers or Sony's range of televisions).
22 Physical goods Services Experiences Events Persons Places Properties Organizations Information Ideas Components of the Market Offering
23 Product Levels Customer value hierarchy Core benefit Basic product Expected product Augmented product Five Product Levels
24 The Product and the Product Mix Product hierarchy Need family Product family Product class Product line Product type Item Product classifications Durability and Tangibility Classification: Nondurable goods Durable goods Services
25 The Product and the Product Mix Consumer-Goods Classification: Convenience goods Staples Impulse goods Emergency goods Shopping goods Homogeneous shopping goods Heterogeneous shopping goods Specialty goods Unsought goods
26 The Product and the Product Mix Industrial- -Goods Classification Materials and parts Farm products Natural products Manufactured materials and parts Component materials Component parts Capital items Installations Equipment
27 The Product and the Product Mix Supplies and business services Maintenance and repair items Operating supplies Maintenance and repair services Business advisory services
28 The Product and the Product Mix Product mix (Product assortment) Product mix has a certain: Width Length Depth Consistency
29 The Product and the Product Mix Product-Mix Width and Product-Line Length example
30 The Product and the Product Mix Product Map for a Paper-Product Line
31 The Product and the Product Mix Brand decisions What is brand? Attributes Benefits Values Culture Personality User
32 Corporate Identity vs. Image Differentiation of two perspectives Company Corporate Identity Image Image from inside Image from Outside
33 Branding policy Task steps of branding Customer Loyalty (Brand loyalty) Security when buying Popularity Recognition Recognition of originator (origin)
34 Branding policy - Requirements for a Brand Major tasks of branding policy: development of brand names and trademarks Criteria and characteristics of a brand 1 Brand name/ marking 2 Brand protection 3 Distinctiveness Product design Packaging Trademark Protectability of brand differentiation from other brands Difference in performance compared with competitive offerings 4 Standards 5 Price stability 6 Availability 7 Publicity Standardized Quality Consistently high Quality No specials, action prices or sales Availability and widespread distribution Perception and recognition in the market through advertising
35 Differentiation of Trademarks Examples according to trademark types Word signs Image Trademark Word-Image Trademark Recognition by selfdeveloped script. Easily represented in all media. Only work if you about to be published across years (through advertising) Highest conciseness by logo and illustration of the peculiarity of the offer.
36 Corporate Identity The total of all communication political measures, the behavior, appearance and market communication of a company Corporate Identity
37 Corporate Identity Detailed presentation of the three activities of a company, aligned upon a corporate philosophy Appearance: logo, fonts, color, layout Internal and external corporate communication: press releases, ads, posters, TV spots, staff newspaper, customer magazine, website, banners, Open house, company celebration, trade show appearance, packing design Behavior from inside to outside: to employees, customers and suppliers
38 The Product and the Product Mix Building Brand Identity Brand bonding Brands are not built by advertising but by the brand experience Everyone in the company lives the brand Three ways to carry on internal branding Employees must Understand Desire, and Deliver on the brand promise
39 The Product and the Product Mix Brand Equity Brand awareness Brand acceptability Brand preference Aaker s five levels of customer attitude: The customer will change brands, especially for price reasons. Nobrand loyalty. Customer is satisfied. No reason to change brands. Customer is satisfied and would incur cost by changing brand. Customer values the brand and sees it as a friend. Customer is devoted to the brand
40 The Product and the Product Mix Value of Brand Equity Brand valuation Competitive advantages of high brand equity: The company will have more leverage in bargaining with distributors and retailers because customers expect them to carry the brand. The company can charge a higher price than its competitors because the brand has higher perceived quality. The company can more easily launch extensions because the brand name carries high credibility. The brand offers some defense against price competition
41 The Product and the Product Mix Branding Decision: To Brandor Not to Brand? Branding gives the seller several advantages: Brand name makes it easier for the seller to process orders and track down problems Seller s brand name and trademark provide legal protection of unique product features Branding gives the seller the opportunity to attract a loyal and profitable set of customers. Branding helps the seller segment markets. Strongbrands helpbuildcorporate image, making it easier to launchnew brandsandgain acceptance by distributors and consumers
42 The Product and the Product Mix Desirable qualities for a brandname It should suggest something aboutthe product s benefits It should suggest the product or service category It should suggest concrete, high imagery qualities It should be easy to spell, pronounce,recognize, and remember It should be distinctive It should not carry poor meanings in other countries and languages
43 The Product and the Product Mix Packaging Package Primary Package Secondary Package Shipping Package Factors which havecontributed to the growing use of packaging as a marketing tool Self- -Service Consumer affluence Company and brand image Innovation opportunity
44 Price
45 Pricing Decisions Definition Pricing strategies Ten ways to increase prices without increasing price - Winkler
46 Definition Price The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service. Goal 1: Identify and define internal factors affecting pricing decisions
47 What is Price? Price Has Many Names Rent Fee Rate Commission Assessment Tuition Fare Toll Premium Retainer
48 What is Price? Dynamic Pricing on the Web allows SELLERS to: Monitor customer behavior and tailor offers. Change prices on the fly to adjust for changes in demand or costs. Aid consumers with price comparisons. Negotiate prices in online auctions and exchanges.
49 What is Price? Price and the Marketing Mix: Only element to produce revenues Most flexible element Can be changed quickly Common Pricing Mistakes Reducing prices too quickly to get sales Pricing based on costs, not customer value
50 Factors to Consider When Setting Price Internal Factors Marketing objectives Marketing mix strategies Costs Organizational considerations Market positioning influences pricing strategy Other pricing objectives: Survival Current profit maximization Market share leadership Product quality leadership
51 Internal Factors Marketing objectives Marketing mix strategies Costs Organizational considerations Pricing must be carefully coordinated with the other marketing mix elements Target costing is often used to support product positioning strategies based on price Nonprice positioning can also be used
52 Internal Factors Marketing objectives Marketing mix strategies Costs Organizational considerations Types of costs: Variable Fixed Total costs How costs vary at different production levels will influence price setting Experience (learning) curve affects price
53 Internal Factors Marketing objectives Marketing mix strategies Costs Organizational considerations Who sets the price? Small companies: CEO or top management Large companies: Divisional or product line managers Price negotiation is common in industrial settings where pricing departments may be created
54 Goal 2: Identify and define external factors affecting pricing decisions External Factors Nature of market and demand Competitors costs, prices, and offers Other environmental elements Types of markets Pure competition Monopolistic competition Oligopolistic competition Pure monopoly Consumer perceptions of price and value Price-demand relationship Demand curve Price elasticity of demand
55 External Factors Nature of market and demand Competitors costs, prices, and offers Other environmental elements Consider competitors costs, prices, and possible reactions Pricing strategy influences the nature of competition Low-price low-margin strategies inhibit competition High-price high-margin strategies attract competition Benchmarking costs against the competition is recommended
56 External Factors Nature of market and demand Competitors costs, prices, and offers Other environmental elements Economic conditions Affect production costs Affect buyer perceptions of price and value Reseller reactions to prices must be considered Government may restrict or limit pricing options Social considerations may be taken into account
57 General Pricing Approaches Cost-Based Pricing: Cost-Plus Pricing Adding a standard markup to cost Ignores demand and competition Popular pricing technique because: It simplifies the pricing process Price competition may be minimized It is perceived as more fair to both buyers and sellers Goal 3: Contrast the three general approaches to setting prices
58 General Pricing Approaches Cost-Based Pricing Example - Variable costs: $20 - Fixed costs: $ 500,000 - Expected sales: 100,000 units - Desired Sales Markup: 20% Variable Cost + Fixed Costs/Unit Sales = Unit Cost $20 + $500,000/100,000 = $25 per unit Unit Cost/(1 Desired Return on Sales) = Markup Price $25 / (1 -.20) = $31.25 Goal 3: Contrast the three general approaches to setting prices
59 General Pricing Approaches Cost-Based Pricing: Break-Even Analysis and Target Profit Pricing Break-even charts show total cost and total revenues at different levels of unit volume. The intersection of the total revenue and total cost curves is the break-even point. Companies wishing to make a profit must exceed the break-even unit volume.
60 General Pricing Approaches Value-Based Pricing: Uses buyers perceptions of value rather than seller s costs to set price. Measuring perceived value can be difficult. Consumer attitudes toward price and quality have shifted during the last decade. Value pricing at the retail level Everyday low pricing (EDLP) vs. high-low pricing
61 General Pricing Approaches Competition-Based Pricing: Also called going-rate pricing May price at the same level, above, or below the competition Bidding for jobs is another variation of competition-based pricing Sealed bid pricing
62 Quality Low High Low Economy Strategy e.g. Penetration e.g. Price High Skimming e.g. Premium e.g. BA first class
63 Pricing strategies Premium pricing Uses a high price, but gives a good product/service exchange e.g. Private Jets, The Ritz Hotel Penetration pricing offers low price to gain market share - then increases price e.g. MEO- to attract new clients Economy pricing placed at no frills, low price e.g. Soups, spaghetti, beans - economy brands
64 Price skimming where prices are high - usually during introduction e.g new albums or films on release ultimately prices will reduce to the parity Psychological pricing to get a customer to respond on an emotional, rather than rational basis.e.g 99p not 1.01 price point perspective Product line pricing rationale of a product range e.g. MARS 32p, Four-pack 99p, Bite-size 1.2
65 Pricing variations off-peak pricing, early booking discounts,etc e.g Grundig offers a cash back incentive for expensive goods Optional product-pricing e.g. optional extras - BMW famously under-equipped Captive product pricing products that complement others e.g Gillette razors (low price) and blades (high price)
66 Product-bundle pricing sellers combine several products at the same price e.g software, books, CDs. Promotional pricing BOGOF (Buy one, get one free) e.g. toothpaste, soups, etc
67 Geographical pricing different prices for customers in different parts of the world e.g.include shipping costs, or place onplc Value pricing usually during difficult economic conditions e.g. Value menus at McDonalds
68 Ten ways to increase prices without increasing price - Winkler 1. Revise the discount structure 2. Change the minimum order size 3. Charge for delivery and special services 4. Invoice for repairs on serviced equipment 5. Charge for engineering, installation 6. Charge for overtime on rushed orders 7. Collect interest on overdue accounts
69 8. Produce less of the lower margin models in the line 9. Write penalty clauses into contracts 10.Change the physical characteristics of the product
70 PLACE
71 Channel and Distribution Tactics Bucklin s definition of distribution Today s system of exchange Channel intermediaries Six basic channel decisions Selection consideration Potential Influence Strategies - Frazier and Sheth (1989) Frequencies of use of influence strategies - Frazier and Summers (1984)
72 A channel of distribution comprises a set of institutions which perform all of the activities utilised to move a product and its title from production to consumption Bucklin - Theory of Distribution Channel Structure (1966)
73 Today s system of exchange Promotion Contact Producers Negotiation Transporting and storing Financing Users Packaging Money Goods
74 Channel intermediaries - Wholesalers Break down bulk buys from producers and sell small quantities to retailers Provides storage facilities reduces contact cost between producer and consumer Wholesaler takes some of the marketing responsibility e.g sales force, promotions
75 Channel intermediaries - Agents Mainly used in international markets Commission agent - does not take title of the goods. Secures orders. Stockist agent - hold consignment stock Control is difficult due to cultural differences Training, motivation, etc are expensive
76 Channel intermediaries - Retailer Much stronger personal relationship with the consumer Hold a variety of products Offer consumers credit Promote and merchandise products Price the final product Build retailer brand in the high street
77 Channel intermediaries - Internet Sell to a geographically disperse market Able to target and focus on specific segments Relatively low set-up costs Use of e-commerce technology (for payment, shopping software, etc) Paradigm shift in commerce and consumption
78 Six basic channel decisions Direct or indirect channels Single or multiple channels Length of channel Types of intermediaries Number of intermediaries at each level Which intermediaries? Avoid intrachannel conflict
79 Selection consideration Market segment - must know the specific segment and target customer Changes during plc - different channels are exploited at various stages of plc Producer-distributor fit - their policies, strategies and image Qualification assessment - experience and track record must be established Distributor training and support
80 Potential Influence Strategies Frazier and Sheth (1989) Indirect influence strategies - information is merely exchanged with channel member personnel Direct unmediated strategies - consequences of a poor response from the market are stressed Reward and punishment strategies - given to channel members and their firms
81 Direct unweighted strategy or request - producer s wishes are communicated. No consequences are applied or mentioned Direct mediated strategies - specific action is requested and consequences of rejection are stressed e.g.1 control of retail pricing e.g.2 minimum order size e.g.3 salesperson training e.g.4 physical layout of store e.g. 5 territorial and customer restrictions
Definition. Case Study Priceline.com. Price. Chapter 10 Pricing Products: Pricing Considerations and Approaches
Chapter 10 Pricing Products: Pricing Considerations and Case Study Priceline.com Buyer-driven commerce concept offers lower prices to consumers and the ability to sell excess inventory to sellers 13.5
More informationManage Pricing Decisions
10 Manage Pricing Decisions Chapter Questions How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company adapt prices to meet
More informationPrinciples of Marketing Seventeenth Edition
Principles of Marketing Seventeenth Edition Chapter 10 Pricing: Understanding and Capturing Customer Value Learning Objectives 10-1 Answer the question What is a price? and discuss the importance of pricing
More information15/02/ Developing Pricing Strategies and Programs. Chapter Questions. Synonyms for Price
1 14 Developing Pricing Strategies and Programs Chapter Questions How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company
More informationMKT501- Marketing Management
MKT501- Marketing Management Question No: 1 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: Decreasing distribution of the product Introducing the new usage of
More informationChapter 10 PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE. Md. Afnan Hossain Lecturer, School of Business & Economics
Chapter 10 PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE Md. Afnan Hossain Lecturer, School of Business & Economics Pricing Narrowly, Price is the amount of money charged for a product or service.
More informationChapter 10 & 11. Pricing. Course: Mkt 202 Lecturer: Emran Mohammad
Chapter 10 & 11 Pricing Course: Mkt 202 Lecturer: Emran Mohammad Pricing Ch 10-2 The amount of money charged for a product or service; the sum of the values that customers exchange for the benefits of
More informationAIPMM CPM/CPMM Certification Examination GLOSSARY OF TERMS
Learn. Apply. Lead AIPMM CPM/CPMM Certification Examination Developed by the Association for International Product Marketing and Management (www.aipmm.com), the Certified Product Manager and Certified
More informationMGT301 Solved 3 rd Quiz solved By Cuter Killer and Masood Khan June 2011
Test marketing Evaluation of competitors Question # 5 of 15 ( Start time: 09:09:50 PM ) Total Marks: 1 Gathering of primary data by asking questions from concern people about their knowledge, attitudes,
More informationChapter - Eight & Nine
i t s good and good for you Chapter - Eight & Nine Product, Services, and Brands: Building Customer Value. New Product Development & Product life Cycle Strategies. 8-1 Product or Service can you tell the
More informationHS Marketing Concepts Business and Technology
Course Marketing Concepts is an instructional program designed for students who are interested in a career in the field of marketing and management. This course includes instructional areas designed to
More informationPricing. Principles of Marketing Global Edition Kotler and Armstrong. Chapter 10: Understanding and Capturing Customer Value
Principles of Marketing Global Edition Kotler and Armstrong Chapter 10: Pricing Understanding and Capturing Customer Value Copyright 2016 Pearson Education, Inc. 10-1 Pricing Copyright 2016 Pearson Education,
More informationChapter Ten. Pricing: Understanding and Capturing Customer Value. Chapter 10- slide 1
Chapter Ten Pricing: Understanding and Capturing Customer Value Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 10- slide 1 Pricing: Understanding and Capturing Customer Value
More informationMarketing Audit Guide
Marketing Audit Guide The following is an overview of what will be discussed during the Marketing Audit. Customization and personalization, based on your specific situation, will occur. 1. The Current
More informationMKT501 Solved Mid Term Papers 2010 By
MKT501 Solved Mid Term Papers 2010 By http://www.vustudents.net Q1 The skimming, penetration, bargaining and discounts are included in which of the following marketing mix strategy? (a) Product decisions
More informationFinal Examination Semester 3 / Year 2011
Final Examination Semester 3 / Year 2011 COURSE : MARKETING PRINCIPLE & PRACTICE COURSE CODE : ADAD2062 TIME : 2 1/2 HOURS DEPARTMENT : ART & DESIGN LECTURER : WONG YONG HUAT Student s ID : Batch No. :
More informationMKT624 Brand Management Solved MCQs By
MKT624 Brand Management Solved MCQs By http://vustudents.ning.com 1. At the center of a brand s characteristics is the following: a. Identity b. Image c. Value d. None of the given options 2. Brand management
More informationMarketing Process and Consumer Behavior
Marketing Process and Consumer Behavior Manil De Mel -Dip in Mktg, CPM(Aisa Pacific) MBA(Aus) Mphi(Tokyo) Lecture no 09 What is Marketing According to Philip Kotler, The term Marketing is defined as a
More informationChapter 12: Pricing Management
Chapter 12: Pricing Management Pride/Ferrell Foundations of Marketing Fourth Edition Prepared by Milton Pressley University of New Orleans Objectives 1. Understand the six major stages of the process used
More informationQuestion No: 1 ( Marks: 1 ) - Please choose one Marketing plan
Question No: 1 ( Marks: 1 ) - Please choose one Which of the following must be developed at each product level for achieving the goals? Corporate plan Selling plan Marketing plan http://en.wikipedia.org/wiki/marketing_plan
More informationMARKETING MANAGEMENT 12 th edition. 14 Developing Pricing Strategies and Programs
MARKETING MANAGEMENT 12 th edition 14 Developing Pricing Strategies and Programs Kotler Keller Chapter Questions How do consumers process and evaluate prices? How should a company set prices initially
More informationBonus Packs. Bonus Packs
Bonus Packs Extra quantities of a product that are offered for the same price Alternative to price-off deals Many bonus-packs will be purchased by regular customers who would have purchased the brand anyway
More informationB.E. Publishing Correlation to Principles of Marketing to Precision Exams: Marketing I (401)
B.E. Publishing Correlation to Principles of Marketing to Precision Exams: Marketing I (401) DESCRIPTION Marketing I explores the seven core functions of marketing which include: Marketing Planning why
More informationFOR MORE PAPERS LOGON TO
MKT501 - Marketing Management Q1 Which of the following is an actor of task environment? (a) Economy (b) Media (c) Promotion (page no 2) (d) Technology Q2 Which of the following is NOT a purpose of a marketing
More informationCHAPTER 13 MARKETING MANAGEMENT
CHAPTER 13 MARKETING MANAGEMENT Chapter content Introduction The evolution of marketing thought The marketing concept Defining marketing The components of the marketing process Market research Consumer
More informationComposed & Solved Hafiz Salman Majeed Vu Askari Team MKT501 Online Quiz#2 Solved By Hafiz Salman Majeed
MKT501 Online Quiz#2 Solved By Question # 1 of 15 ( Start time: 01:44:57 AM ) Total Marks: 1 Which of the following is the period when sales fall off and profits drop? Introduction Growth Maturity Decline
More informationCompiled by: Shubhanshi Gaudani 1. Marketing Mix: Four marketing decisions needed for effective marketing of the product
Compiled by: Shubhanshi Gaudani 1 3. Marketing 3.3 Marketing Mix Business Studies, CIE IGCSE (0450) Marketing Mix: Four marketing decisions needed for effective marketing of the product Four Ps: The right
More informationChapter Ten. Pricing: Understanding and Capturing Customer Value. i t s good and good for you 10-1
i t s good and good for you Chapter Ten Pricing: Understanding and Capturing Customer Value 10-1 Pricing: Understanding and Capturing Customer Value Topic Outline What Is a Price? Major Pricing Strategies
More informationLearning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion
Chapter 16 Sales Promotion Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives To
More informationPreliminary Certificate in Marketing 30 th September, 2017 Examination PCM III th Intake, 27 th Year
Preliminary Certificate in Marketing 30 th September, 2017 Examination PCM III 2017 95 th Intake, 27 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0
More informationSolved in Conference (shared by Imran Ali)
Question # 1 of 25 ( Start time: 07:10:07 PM ) Total Marks: 1 What is the initial stage in the development of an advertising campaign? Setting the budget for advertising Identifying and analyzing the target
More informationBonus Packs. Bonus Packs
Bonus Packs Extra quantities of a product that are offered for the same price Alternative to price-off deals Many bonus-packs will be purchased by regular customers who would have purchased the brand anyway
More informationRetail Pricing Strategies and Tactics. Dr. Chenguang Li University College Dublin, Ireland
Retail Pricing Strategies and Tactics Dr. Chenguang Li University College Dublin, Ireland Price is simple, but pricing is challenging Price is the amount of money charged for a product or service. Pricing
More informationIdaho Marketing Standards and Learning Indicators
Idaho Standards and s Mktg_1.1 Mktg_1.1.1 Mktg_1.1.2 Mktg_1.1.3 Mktg_1.1.4 Mktg_1.1.5 Mktg_1.1.6 Mktg_1.1.7 Mktg_1.1.8 Mktg_2.1 Mktg_1: Demonstrate Knowledge of Roles Identify the roles of marketing and
More informationChapter 16. Developing Pricing Strategies and Programs. Copyright 2016 Pearson Education Ltd. 16-1
Chapter 16 Developing Pricing Strategies and Programs Copyright 2016 Pearson Education Ltd. 16-1 Understanding Pricing Pricing in a digital world Get instant vendor price comparisons Check prices at the
More informationInternational MBA. Marketing and commercialization in international environments. Lesson 6. Marketing Mix Professor s name: Vera Butkouskaya
International MBA Marketing and commercialization in international environments. Lesson 6. Marketing Mix Professor s name: Vera Butkouskaya Content Content 1. Product and Brand Planning 2. Price 3. Promotion
More informationThere are two fools in every market. One charges too little; the other charges too much Russian proverb
There are two fools in every market. One charges too little; the other charges too much Russian proverb WHAT IS PRICE? Price is the amount of money charged for product or service, or the sum of all the
More informationand satisfying customer needs profitably about customers, competitors and market trends through collecting primary and secondary data
The management process that is responsible for anticipating, identifying and satisfying customer needs profitably Marketing The process of gaining information about customers, competitors and market trends
More informationMarketing Analytics II
Stephan Sorger 2015: www.stephansorger.com; Marketing Analytics: Sales: 1 Marketing Analytics II Chapter 11: Sales Analytics Stephan Sorger www.stephansorger.com Disclaimer: All images such as logos, photos,
More informationMMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation
MMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation LINK TO PROQUEST EBOOK THROUGH DEAKIN PORTAL (Armstrong et al 2017, Principles of Marketing, 7th edition) LO = Learning Objective Word count:
More informationPricing Concepts. Essentials of 6 Marketing Lamb, Hair, McDaniel CHAPTER 19. Designed by Eric Brengle B-books, Ltd.
Pricing Concepts CHAPTER 19 Designed by Eric Brengle B-books, Ltd. Essentials of 6 Marketing Lamb, Hair, McDaniel Prepared by Deborah Baker Texas Christian University THE IMPORTANCE OF PRICE Discuss the
More informationSection 3.4 Product Pricing. Dawn Thilmany and Wendy Umberger Department of Agricultural & Resource Economics Colorado State University
Section 3.4 Product Pricing Dawn Thilmany and Wendy Umberger Department of Agricultural & Resource Economics Colorado State University Section Summary Define price and its importance in the marketing mix
More informationProduct Classification
Product Classification People satisfy their needs and wants with products. Though the word suggests a substantial object, the concept of product is not limited to substantial objects. Marketers often use
More informationCopyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY
Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Learning Objectives Describe some of the changes in the new media environment Outline the major marketing
More informationEntrepreneurship. Unit 3: The 4 Components of the Marketing Mix
Entrepreneurship Unit 3: The 4 Components of the Marketing Mix 4 Components of Marketing Mix Students will be able to: Determine product brands, product mix, and inventory systems: perpetual, physical,
More informationMGT301- Principles of Marketing Final Term Papers Solved MCQs with References by Virtualians Social Network
MGT301- Principles of Marketing Final Term Papers Solved MCQs with References by Virtualians Social Network Question No: 1 ( Marks: 1 ) - Please choose one Which one of the following is termed as embargo?
More informationCourse Syllabus For Marketing and International Trade Department
For Marketing and International Trade Department School Year First Year Third year Third year Third year Name of course Introduction to marketing Marketing Management International commerce Negotiation
More informationvustudents.ning.com Changed with the DEMO VERSION of CAD-KAS PDF-Editor (
Changed shared by with NAive the DEMO enigma VERSION Ƹ Ӝ Ʒ of ٠ CAD-KAS.. PDF-Editor ( 1. Which of the following is an example of ancillary service? Warranty Promotion Labeling Packaging vustudents.ning.com
More informationFor Interior Designers, Decorators & Real Estate Stagers
For Interior Designers, Decorators & Real Estate Stagers There is a right price when you are absolutely clear about what you want to accomplish. The Four C s Cost Customers Competition Context First things
More informationPrice Planning. Marketing 2
Price Planning Marketing 2 Enduring Understanding: Pricing decisions can make or break a company. Essential Questions: How does supply and demand affect price? What factors affect pricing decisions? How
More informationMarketing Exam Study Guide
1. 4Ps AND THEIR IMPORTANCE Marketing Exam Study Guide The marketing mix: set of variables that a marketer can exercise control over in creating an offering for exchange. 1) It comprises of two parts:
More informationMarketing I: Strand 4 PRICING
Marketing I: Strand 4 PRICING Price The value of money placed on a good or service. Key to pricing is product value! Value (anticipated satisfaction) directly affects how much a customer is willing to
More informationMKT501- Marketing Management Final Term Solved Papers By
MKT501- Marketing Management Final Term Solved Papers By http://vustudents.ning.com MKT501- Marketing Management (Session - 3) Marks: 84 Question No: 1 ( Marks: 1 ) - Please choose one Results from the
More informationMGT301 - Principles of Marketing Final Paper of Feb 2010
MGT301 - Principles of Marketing Final Paper of Feb 2010 Question No: 1 ( Marks: 1 ) - Please choose one Which one of the following option is NOT a benefit for buyer with E-commerce? Convenience Easy and
More informationIntroduction to. marketing. theory and practice. Second edition. Adrian Palmer OXFORD UNIVERSITY PRESS
Introduction to marketing theory and practice Second edition Adrian Palmer OXFORD UNIVERSITY PRESS Preface Acknowledgments Guided tour of the textbook features v vii viii Marketing: the fundamentals 1
More informationhttp://vustudents.ning.com MIDTERM EXAMINATION Fall 2009 MKT501- Marketing Management (Session - 3) Time: 60 min Marks: 50 Question No: 1 ( Marks: 1 ) - Please choose one Critical path analysis is a part
More informationChapter 3-Your Purchasing Power. Section 3-3 Getting More for Your Money
Chapter 3-Your Purchasing Power Section 3-3 Getting More for Your Money Selling Strategies Sellers use many strategies to promote products and services that customers buy to meet their needs and wants:
More informationA. ROAD MAP B. UNDERSTANDING MARKETING AND MARKETING PROCESS C. CORE MARKETING CONCEPTS
Lesson 2 Lesson overview and learning objectives: In last Lesson we tried to understand the term of marketing its need and its impact on the organization. The focus in this discussion is to have concept
More informationChapter 10 - Direct Marketing and Sales Promotion
Chapter 10 - Direct Marketing and Sales Promotion Direct Marketing is the process by which organizations communicate directly with target customers to generate a response or transaction. Direct marketing
More informationMarketing: Managing Profitable Customer Relationships
Marketing: Managing Profitable Customer Relationships Chapter 1 Learning Goals 1. Define marketing and the marketing process. 2. Explain the importance of understanding customers and identify the five
More informationSummary. H.J. Leavitt model of organization. Model of organization: organizational structure. Model of organization: people
H.J. Leavitt model of organization Summary Mission goals and objectives Goals hierarchy Tasks Goals, objectives & Tasks People Individual values, beliefs, attitudes, motives, competencies Group behaviour
More informationPricing Concepts. Essentials of 6 Marketing Lamb, Hair, McDaniel CHAPTER 19. Designed by Eric Brengle B-books, Ltd.
Pricing Concepts CHAPTER 19 Designed by Eric Brengle B-books, Ltd. Essentials of 6 Marketing Lamb, Hair, McDaniel Prepared by Deborah Baker Texas Christian University THE IMPORTANCE OF PRICE Discuss the
More informationPricing, Distribution and Product Promotion
Slide 1 BA-101 Introduction to Business Pricing, Distribution and Product Promotion Chapter Twelve 1-1 Slide 2 Pricing to Meet Business Objectives Pricing determining what a customer pays in exchange for
More informationDistrict > Basic > Marketing Education > Marketing 1 ( ) (District) > Juett, David
Granite School District 1 (08.0711) (District) District > Basic > Education > 1 (08.0711) (District) > Juett, David Unit Essential Questions Content Skills Vocabulary Formative & Basics (Week 1, 2 What
More informationComposed & Solved Hafiz Salman Majeed VuAskari Team MIDTERM EXAMINATION Fall 2010 MKT501- Marketing Management
MIDTERM EXAMINATION Fall 2010 MKT501- Marketing Management Question No: 1 ( Marks: 1 ) - Please choose one Companies that are involved in selling mass consumer goods and services are found in which of
More informationMaster in Marketing and Communication. Module 10. Pricing: Understanding and Capturing Customer Value. Module 10 - slide 1
Master in Marketing and Communication Module 10 Pricing: Understanding and Capturing Customer Value Module 10 - slide 1 What Is a Price? Pricing: Understanding and Capturing Customer Value Customer Perceptions
More informationMULTIMEDIA COLLEGE JALAN GURNEY KIRI KUALA LUMPUR
STUDENT IDENTIFICATION NO MULTIMEDIA COLLEGE JALAN GURNEY KIRI 54100 KUALA LUMPUR THIRD SEMESTER FINAL EXAMINATION, 2013/2014 SESSION MKT2023 PRINCIPLES OF MARKETING DMGW-E-F-1/13, DMGA-E-F-1/13, DMGS-E-F-1/13,
More informationTotal Test Questions: 44 Levels: Grades Units of Credit:.50
DESCRIPTION Marketing I explores the seven core functions of marketing which include: Marketing Planning why target market and industry affects businesses; Marketing-Information Management why market research
More informationAM SYLLABUS (2015) MARKETING AM 23 SYLLABUS
AM SYLLABUS (2015) MARKETING AM 23 SYLLABUS 1 Marketing AM 23 (Available for September) Syllabus Paper I (3 hours) + Paper II (3 hours) Introduction The aim of the syllabus is to introduce the basic concepts
More informationI. Put ( ) or (X) for each of the following statements: (16 Marks) 1. Internal marketing must precede external marketing.
I. Put ( ) or (X) for each of the following statements: (16 Marks) 1. Internal marketing must precede external marketing. 2. Augmented product represents additional services or benefits of the actual product.
More informationFEEDBACK TUTORIAL LETTER ASSIGNMENT 1 SECOND SEMESTER 2018 MARKETING PRINCIPLES MPS512S
FEEDBACK TUTORIAL LETTER ASSIGNMENT 1 SECOND SEMESTER 2018 MARKETING PRINCIPLES MPS512S 1 1 ASSIGNMENT ONE QUESTION 1 (15 Marks) Discuss 4 segmentation strategies that Thomas shop can use to establish
More informationStudy Notes for DECA Competition
Study Notes for DECA Competition Personal Selling Manufacturer s representative: Salespeople who represent the manufacturer. Prospecting: Process of finding potential customers who could benefit from and
More informationGrowing Your Business with Social Media Workshop Series
Growing Your Business with Social Media Workshop Series Growing Your Business with Social Media Structure of the Workshops: Series of Workshops (English and Spanish) Combination of lectures, hands on training
More informationENGINEERING ECONOMICS AND FINANCIAL ACCOUNTING 2 MARKS
ENGINEERING ECONOMICS AND FINANCIAL ACCOUNTING 2 MARKS 1. What is managerial economics? It is the integration of economic theory with business practice for the purpose of facilitating decision making and
More informationNoise. Tools/ Channel. Advertising. Promotions Mix. Direct Marketing. Public Relations. Product Placement. Sales Promotions
Learning Objective 01 Chapter 13 Marketer Marketing Communications Messages that deal with buyer seller relationships Promotions - Communications Mix between buyers and sellers. Function of informing,
More informationThree important steps to include when conducting a marketing audit
Three important steps to include when conducting a marketing audit 1. Assessing the environmental & macro influences in our specific industry What major demographic changes / economic trends will affect
More informationDEVELOPING A WINNING MARKETING PLAN
DEVELOPING A WINNING MARKETING PLAN SESSION OBJECTIVES Understand Marketing and definition Difference between sales and marketing The marketing mix Tools of promotion and determining which works best Online
More information> > > > > > > > Chapter 14. Promotion and Pricing Strategies. Kamrul Huda Talukdar Lecturer North South University
> > > > > > > > Chapter 14 Promotion and Pricing Strategies Kamrul Huda Talukdar Lecturer North South University Promotion is the function of informing, persuading, and influencing a purchase decision.
More informationBusiness Buyer Behavior & Product Issues
Business Buyer Behavior & Product Issues Business Buyer Behavior What are the three reasons businesses produce a product? Resale to others Direct use in the production of other products Consumed in the
More informationPrinciples of Banking Module D
Principles of Banking Module D V. Rajendran Venkrajen.in venkrajen@yahoo.com Concept of Market A situation where buyers and sellers of a commodity interact Coming together of same or similar commodities
More informationSUBJECT: COMMERCE Chapter 14 Marketing Mix STANDARD: XII (ISC)
SUBJECT: COMMERCE Chapter 14 Marketing Mix STANDARD: XII (ISC) 2017-2018 Marketing Mix refers to the combination of four basic elements product, price, place (distribution system) and promotional activities
More informationnam I 8 I A U n IVE RS ITV OF SCIEnCE AnD TECHnOLOGY
nam I 8 I A U n IVE RS ITV OF SCIEnCE AnD TECHnOLOGY FACULTY OF MANAGEMENT SCIENCES DEPARTMENT OF MARKETING & LOGISTICS QUALIFICATION: BACHELOR OF MARKETING QUALIFICATION CODE: 07BMAR LEVEL: 7 COURSE CODE:
More informationFOR MORE PAPERS LOGON TO
MGT301 - Principles of Marketing Stew Leonard, owner/operator of supermarkets, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases
More informationPRICING AND ITS MODELS
PRICING AND ITS MODELS Dr. K. Saravana Kailas Head, Department of Commerce, Govt. Arts and Science College, Kadaladi 623 703 Introduction Pricing is the most vital and highly demanded component within
More informationCARL McDANIEL Department of Marketing University of Texas at Arlington
CARL McDANIEL Department of Marketing University of Texas at Arlington CHARLES W. LAMB MJ. Neeley School of Business Texas Christian University JOSEPH F. HAIR, JR. Department of Marketing Kennesaw State
More informationMIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 6)
MKT501 16 Midterm Papers 2008 to 2010 99.99% Sure Solved MIDTERM EXAMINATION Spring 2010 MKT501- Marketing Management (Session - 6) Question No: 1 ( Marks: 1 ) - Please choose one The marketing plan is
More informationWEST BENGAL STATE UNIVERSITY. DRAFT SYLLABUS FOR ADVERTISING AND SALES PROMOTION (Vocational) Honours w.e.f
1 WEST BENGAL STATE UNIVERSITY DRAFT SYLLABUS FOR ADVERTISING AND SALES PROMOTION (Vocational) Honours w.e.f. 2013-14. Subject Structure Examination Paper Subject Full Marks Part-I Paper-1 Marketing Communication
More informationQuestions You Need To Answer Before Starting a Business. Presented by Burt Wallerstein
Questions You Need To Answer Before Starting a Business Presented by Burt Wallerstein Defining Your Business Model 1. What product or service are you selling? 2. Who s your target customer? 3. What customer
More informationContents. Part- I: Introduction to Consumer Behavior. Chapter 1 Consumer Research Chapter 2 Segmenting Consumers 22-40
Contents Preface Part- I: Introduction to Consumer Behavior Chapter 1 Consumer Research 3-21 Chapter 2 Segmenting Consumers 22-40 Part - II: Consumer as an Individual Chapter 3 Motivation 43-66 Chapter
More informationPrinciples of Business & Finance Understand principles of marketing.
Principles of Business & Finance 3.01 Understand principles of marketing. Marketing The process of developing, promoting, pricing and distributing products in order to satisfy customers needs and wants.
More informationMODULE 5 SELLING IDEAS. Wake up your customer
"Funded by the Erasmus+ Program of the European Union. However, European Commission and Turkish National Agency cannot be held responsible for any use which may be made of the information contained therein.
More informationTopic 1 Marketing Concepts
Topic 1 Marketing Concepts What is Marketing? Marketing: the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, client
More informationaffordability budgeting Method in which companies budget for marketing based on what they believe
Glossary -1 Glossary for Wood, The Marketing Plan 2e affordability budgeting Method in which companies budget for marketing based on what they believe they can afford. (Chapter 10) annual plan control
More informationBusiness Studies 2008 HIGHER SCHOOL CERTIFICATE EXAMINATION. Total marks 100. Section I Pages 2 6
2008 HIGHER SCHOOL CERTIFICATE EXAMINATION Business Studies Total marks 100 Section I Pages 2 6 General Instructions Reading time 5 minutes Working time 3 hours Write using black or blue pen Draw diagrams
More informationMcGraw-Hill/Irwin. Copyright 2011 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin Copyright 2011 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 13 Crafting a Deployment Strategy McGraw-Hill/Irwin Copyright 2011 by the McGraw-Hill Companies, Inc. All
More informationTARGETING AND POSITIONING STRATEGIES UNIT-5 SEGMENTATION
UNIT-5 SEGMENTATION TARGETING AND POSITIONING STRATEGIES Keshav Gadtaula 9842124280, 9851183360 ksv.isken@gmail.com Contents Segmentation concept Process Requirements and levels Bases for segmenting consumer
More informationA product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons,
Product Management A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations,
More informationChapter 16. Learning Objectives. Developing Pricing Strategies and Programs. 20-Nov How do consumers process and evaluate prices?
Chapter 16 Developing Pricing Strategies and Programs Copyright 2016 Pearson Education Ltd. 16-1 Learning Objectives 1. How do consumers process and evaluate prices? 2. How should a company set prices
More informationCome & Join Us at VUSTUDENTS.net
Come & Join Us at VUSTUDENTS.net For Assignment Solution, GDB, Online Quizzes, Helping Study material, Past Solved Papers, Solved MCQs, Current Papers, E-Books & more. Go to http://www.vustudents.net and
More informationDatabase and Direct Response Marketing
Database and Direct Response Marketing Chapter 11 11-1 Chapter Objectives 1. How can a marketing team match a database program with an IMC program? 2. What is meant by database-driven marketing communications?
More information