3997892
Description
Chapter 18 - Marketing
mix(Product & Price)
- 4Ps
- the right PRODUCT
- the right PRICE
- effective PROMOTION
- right PLACE, right time
- the right PRODUCT
- 4 Cs
- CUSTOMER SOLUTION -
what's needed to fulfill
customers' wants
- COST TO CUSTOMER -
total cost of production
- COMMUNICATION - 2way
communication w/customers
- CONVENIENCE - accessible pre-sales
info & location to buy product
- CUSTOMER SOLUTION -
what's needed to fulfill
customers' wants
- CRM - Customer relationship
management
- use marketing activities to establish successful customer relationships to achieve
& maintain their loyalty.
- use marketing activities to establish successful customer relationships to achieve
& maintain their loyalty.
- HOW - long
term
relationships
- Targeted marketing
- Cust. service & support
- Provide information
- Social Media
- Targeted marketing
- Products
- Quality
- Durability
- Peroformance
- Appearance
- Quality
- USP - Unique
Selling Point
- Product differentiation from competitors
- Product differentiation from competitors
- PRODUCT LIFE
CYCLE
- 1. Introduction
- 2. Growth
- 3. Maturity
- 4. Decline
- 1. Introduction
- COST BASED PRICING
- Mark up pricing
- Target Pricing
- Full Cost
- Contribution Cost
- Competition based
- Perceived value pricing
- Price DIscrimination
- Dynamic pricing
- Perceived value pricing
- Mark up pricing
- Pricing Strategies
- Penetration Pricing
- Market Skimming
- Penetration Pricing
- Pricing Decisions
- Competition level
- Loss leaders
- Psychological pricing
- Competition level
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