product, price, place h edu 4310. marketing strategy - product/service what is a product or service?
Post on 21-Dec-2015
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Product planning
Focal pointsConsumers’ wants and needsCurrent resources and
technologyEnvironmental opportunities
Levels of planning
Product class (SIC, automobiles)
Product mix (cars vs vans or trucks)
Product line (Beetles)
Product item (new, colors, features)
Acceptance
Innovators (2.5%)Early adoptors (13.5%)Early majority (34%)Late majority (34%)Laggards (16%)
Marketing strategy: Price
Identify constraintsNewness in life cycleProduction costChannel lengthMarket structure
Market Share
High Low
Mark
et
Gro
wth
Hig
hLo
w
Maintain pricePrice leadershipMeet competitorPenetration pricingSet high prices
Premium pricingMeet competitorFollow the leaderSkimming pricing
Hold steadyMeet lower pricesProtect shareLower prices
Price emphasisMeet competitor
Channels (cont)
The tangible product must first exist The services the patient “consumes” aren’t
produced until the end of the process. The consumer isn’t involved in the distribution
of the tangible product. The patient initiates health care and is in the
process all the way.
Functions…
Place: location & facilities Facilities: layout, look, feel, safety Time: hours, waiting, next appointment Possession Form (Miami Herald) Information/communication: other languages,
symbols
Vertical marketing
Purpose Cost savings Management factors Environmental changes
Corporate Administered Contractual
Retail positioning matrix
Breadthof
productline
Broad
Narrow
Value-addedHigh Low
MayoClinic
Low-costHospital
BostonChildren’sHospital
SoloPracticeInternist