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Criado por jkestler16
mais de 10 anos atrás
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Core customer value-
Actual product
Associated Service
Specialty-
Convenience-
Unsought Types of product
Product Mix Breadth-
Product Line Depth
what makes a brand (elements of a brand)
value of branding
Brand Equity
Branding Strategies
Manufacturer-
Retailer/Private Label Brands
Premium Brands
Generic Brands
Copycat Brands
Exclusive Cobrands
Family Brands
Individual Brands-
Brand dilution
Co-branding-
Brand Licensing-
Brand Repositioning-
Packaging
Product Labeling-
Innovation
Reasons why firms create new products
Diffusion of innovation
Innovators-
Early Adopters
Early Majority-
Late Majority
Laggards-
Different characteristics that impact the speed with which innovation diffuses – Relative Advantage
Different characteristics that impact the speed with which innovation diffuses –Compatibility
Different characteristics that impact the speed with which innovation diffuses- Observability
Different characteristics that impact the speed with which innovation diffuses –Complexity and trial ability
Product development process
Product life cycle-
Role of price in the marketing mix-
The five C’s of Pricing-
Target profit pricing
Target return pricing
Profit maximization
Sales orientation
Competitor orientation
Customer Orientation-
Demand curves and pricing
Price elasticity of demand
Income Effect
Substitution Effect
Cross Price Elasticity
Variable cost
Fixed Cost
Total cost
Break-even analysis
Monopoly
Oligopolistic
Monopolistic competition
Pure Competition
Gray market