Zusammenfassung der Ressource
MMK101- 2
- Week 6
- Product
- 3 Levels
- Core customer value
- Actual product
- Augmented product
- Product Line
- Depth
- Product line filling
- Product line stretching
- Services
- Intangibility
- Inseparability
- Variability
- Perishabitilty
- New Product development process
- 1- Idea generation
- 2- Idea screening
- 3- Concept development and testing
- 4- Marketing strategy development
- 5- Business analysis
- 6- Product development
- 7- Testing marketing
- 8- Commercialization
- Product life cycle
- Week 7
- Price
- Pricing strategy
- Customer value based
- Cost based
- Competition based
- New product pricing
strategy
- Market skimming
- Market penetration
- Price ceiling/ Price floor
- Week 8
- Place
- Place management
- Channel length
- Channel conflict
- Vertical conflict
- Horizontal conflict
- Week 9
- Promotion
- Advertising
- Personal
selling
- Sales promotion
- Public relations
- Direct and digital marketing
- Promotion metrics
- Awareness
- Audience reach
- Brand knowledge
- Week 10
- Sustainable marketing
- Social criticisms
- 1- Marketing impacts individuals
- 2- Marketing impacts society
- 3- Marketing impacts business
- Monopolies
- False wants
- High prices
- Legal compliance
- Contract and consumer law
- Marketing communications compliance
- Intellectual property law (IP)