b216 marketing ut2 revision slides
DESCRIPTION
This is a revision slide compiled from all the 6th presentation from Problem 6 to Problem 10 made specially for Republic Polytechnic studentTRANSCRIPT
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ContentsP06:- Product Mix- Product Portfolio Analysis (BCG/PLC)- Product StrategiesP07:- Pricing Decisions- Pricing Methods (Cost-based/Value-based/Competition)- Price-Quality Strategies- New Product Pricing- Price Adjustments StrategiesP08:- Distribution Channels- Intermediaries- Channel Design Decision - Analyse customer’s needs - Set channel objectives - Identify major alternatives (Types of intermediaries & Distribution/Distribution Intensity) - Evaluate channel alternatives (Distribution strategy/ECA criteria)
P09:- Promotional Mix- Advertising- Develop Ad-campaign- Set Advertising Objectives- Advertising Media (Major media types)- Create Advertising Message- Public Relations (definition & tools)- Ethical Issues (related to Advertising & Public Relations)
P10: - Promotion (Promotional Mix)- Develops Sales promotion Campaign- Sales Promotion Objectives- SP Tools- SP Program -Tools & Objectives - Tools category - Personal Selling VS SP
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P06
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P06
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P06
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P06
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P06
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P06
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P06
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P06
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P07
What is a Price
$$ ?Price is the amount of money charged for a product or service. It is the sum of all the values that customers give up to gain the benefits of having or using a product or service.”
Why Price IMPT** ?1) Only element in marketing mix that produces revenue 2) One of the most flexible marketing mix elements 3) One of the most influential element affecting consumer decision making 4) Direct impact on firm’s bottom line
FAC
TO
RS
A
FFEC
TIN
G
PR
ICE $
$
$$
Company’s Objective
Cost
Competition
Channel Members
Customers
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P07
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P07
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P07
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P07
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P07
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P07
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P07
Pricing Methods (+ & -) from previous slides
Price-Quality Strategies
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P07
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P07
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P08
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P08
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P08
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P08
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P08
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P08
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P08
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P08
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P08
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P08
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Promotional
Mix
P09
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P09
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P09
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P09
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P09
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P09
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P09
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P09
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P09
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P09
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P09
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P09
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P10Promotional Mix
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P10
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P10
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P10
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P10
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P10
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P10
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P10
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P10
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P10
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P10