marketingmixps.pptVIP

Product Decisions Customer’s Perspective of Pricing External Influences On The Pricing Decision Internal Influences On The Pricing Decision Distribution (Place) Decisions Distribution channels - Intermediaries? Facilitators? Market coverage (inclusive包容销售, selective选择性销售, or exclusive distribution独家总经销)? Inventory management? Warehousing? Order processing? Transportation? Promotion Decisions Marketing Management Product policy A product can be anything a prospective customer considers to be of value, such as a good, a service, a person, a place or an idea. deals with satisfying a buyer’s wants and designing a value offering with the desired characteristics. It also involves the creation or alteration of packages and brand names and may include decisions about guarantees and repair services. CORE PRODUCT Expected/Actual Product Features Quality Design Packaging Delivery Installation Credit Brand Additional services After- sales Warranty Augmented Product附加产品 Potential Product Future offerings? Value added Pricing policy This is about deciding on a pricing strategy. A more useful and modern concept is to focus on the market’s view of payment or cost to the user. The price variable relates to activities associated with establishing pricing policies and determining product prices. Price is a critical component of the marketing mix because (1) consumers are concerned about the value obtained in an exchange. (2) is the only revenue-generating element. Price Assessment Functional Operational Quality Personal/ Symbolic Pricing Decision Customers and Consumers Legal and Regulatory Competitors Economic Forces Channels of Distribution Pricing Decision Organizational Objectives Marketing Objectives Costs Place Place or placement is about delivering value and focusing on distribution. It looks primarily at logistics and channels of distribution, and achieving convenience or accessibility value for the customer. Place is the most long term of all the marketing