Chapter 18 - Marketing mix(Product & Price)

4Ps
1. the right PRODUCT
2. the right PRICE
3. effective PROMOTION
4. right PLACE, right time
4 Cs
1. CUSTOMER SOLUTION - what's needed to fulfill customers' wants
2. COST TO CUSTOMER - total cost of production
3. COMMUNICATION - 2way communication w/customers
4. CONVENIENCE - accessible pre-sales info & location to buy product
CRM - Customer relationship management
1. use marketing activities to establish successful customer relationships to achieve & maintain their loyalty.
HOW - long term relationships
1. Targeted marketing
2. Cust. service & support
3. Provide information
4. Social Media
Products
1. Quality
2. Durability
3. Peroformance
4. Appearance
USP - Unique Selling Point
1. Product differentiation from competitors
PRODUCT LIFE CYCLE
1. 1. Introduction
2. 2. Growth
3. 3. Maturity
4. 4. Decline
COST BASED PRICING
1. Mark up pricing
2. Target Pricing
3. Full Cost
4. Contribution Cost
5. Competition based
  1. Perceived value pricing
  2. Price DIscrimination
  3. Dynamic pricing
Pricing Strategies
1. Penetration Pricing
2. Market Skimming
Pricing Decisions
1. Competition level
2. Loss leaders
3. Psychological pricing

Zusammenfassung der Ressource

	Erstellt von irene floriane vor etwa 9 Jahre