Developing Product and Pricing Strategies. What Is Marketing? Types of Marketing. Product Marketing. Place Marketing. Cause-Related Marketing

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1 Developing Product and Pricing Strategies Prentice Hall, 2004 Business In Action 2e Chapter 11-1 What Is Marketing? Conception Pricing Promotion Distribution Ideas Services Goods Individual Objectives Organizational Objectives Prentice Hall, 2004 Business In Action 2e Chapter 11-2 Types of Marketing Product Marketing Place Marketing Cause-Related Marketing Permission Marketing Prentice Hall, 2004 Business In Action 2e Chapter

2 The Role of Marketing Needs and Wants Exchanges and Transactions Prentice Hall, 2004 Business In Action 2e Chapter 11-4 Form Time The Four Utilities Place Possession Prentice Hall, 2004 Business In Action 2e Chapter 11-5 The Marketing Concept Customers Profitability Integration Prentice Hall, 2004 Business In Action 2e Chapter

3 The Buyer s Decision-Making Process Need Recognition Information Search Evaluation of Alternatives Purchase Postpurchase Evaluation Prentice Hall, 2004 Business In Action 2e Chapter 11-7 Factors That Influence the Buyer s Decision Culture Social Class Reference Groups Self-Image Situational Factors Prentice Hall, 2004 Business In Action 2e Chapter 11-8 Analyzing Customer Preferences Marketing Research Database Marketing Prentice Hall, 2004 Business In Action 2e Chapter

4 Building Customer Relationships Relationship Marketing One-To-One Marketing Prentice Hall, 2004 Business In Action 2e Chapter Planning Marketing Strategies Examine Current Marketing Situation Assess Opportunities and Set Objectives Develop Marketing Strategies Prentice Hall, 2004 Business In Action 2e Chapter Examine the Current Marketing Situation Review Performance Evaluate the Competition Examine Strengths and Weaknesses Analyze the External Environment Prentice Hall, 2004 Business In Action 2e Chapter

5 Assess Opportunities and Set Objectives Market Penetration New-Product Development Geographic Expansion Diversification Prentice Hall, 2004 Business In Action 2e Chapter Develop the Marketing Strategy Segments and Niches Target Markets Market Position Marketing Mix Prentice Hall, 2004 Business In Action 2e Chapter Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavioral Patterns Usage Patterns Prentice Hall, 2004 Business In Action 2e Chapter

6 Target Market Strategies Undifferentiated Differentiated Concentrated Company Marketing Mix Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Company Marketing Mix Market Segment 1 Segment 2 Segment 3 Segment 1 Segment 2 Segment 3 Prentice Hall, 2004 Business In Action 2e Chapter Positioning the Product Features Services Image Category Leadership Prentice Hall, 2004 Business In Action 2e Chapter Developing the Marketing Mix Social Responsibility Competition Economics Business Ethics Society Technology Product Price Target Market Place Promotion Regulation Nature Politics Business Ethics Social Responsibility Prentice Hall, 2004 Business In Action 2e Chapter

7 The Product Continuum Goods Products Ideas Services Salt Shoes VCR Auto Fast Food Cruise Consulting Insurance Education Tangible Dominant Intangible Dominant Prentice Hall, 2004 Business In Action 2e Chapter Characteristics of Service Products Intangible Quality Perishable Nature Prentice Hall, 2004 Business In Action 2e Chapter Consumer Products Convenience Products Shopping Products Specialty Products Unsought Goods Prentice Hall, 2004 Business In Action 2e Chapter

8 Business Products Raw Materials Components Supplies Installations Equipment Business Services Prentice Hall, 2004 Business In Action 2e Chapter The Product Life Cycle Introduction Growth Maturity Decline Sales Volume (units) DVD Players Internet VCRs Cassette Tapes Sales + 0 ± Profits Time Prentice Hall, 2004 Business In Action 2e Chapter Product Identities Branding Packaging Labeling Prentice Hall, 2004 Business In Action 2e Chapter

9 Branding Products Brand Names Co-Branding National Brands Brand Marks Generic Products Private Brands Trade Marks Prentice Hall, 2004 Business In Action 2e Chapter Selecting Products Product Line Line filling Line extension Brand extension Line stretching Product Mix Width Length Depth Risks and rewards Prentice Hall, 2004 Business In Action 2e Chapter Developing Pricing Strategies Marketing Objectives Government Regulations Customer Perceptions Consumer Demand Prentice Hall, 2004 Business In Action 2e Chapter

10 Pricing Approaches Cost-Based Price-Based Skimming Penetration Discounting Prentice Hall, 2004 Business In Action 2e Chapter

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