MMK101- 2

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

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MMK101- 2

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	Created by Nathan Hick about 7 years ago