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Product-Mix StrategiesChapter 9 Chapter One Marketing’s Role in the Global Economy Product-Mix Strategies For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Marketing’s Role in the Global EconomyChapter Goals Chapter One Marketing’s Role in the Global Economy Difference between product mix and product line Product-mix strategies - positioning, expansion, alteration, contraction Trading up and trading down Managing products throughout a life cycle Planned obsolescence Style and fashion Fashion-adoption process For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Product Mix and Product LineThe set of all products offered for sale by a company PRODUCT LINE A broad group of products for similar uses and with similar characteristics
Product Mix DEPTH PRODUCT MIXVariety of sizes, colors, models within a product line PRODUCT MIX BREADTH The number of product lines carried
Product Mix- Breadth and Depth
Positioning the ProductCOMPETITOR Differential advantage PRODUCT CLASS OR ATTRIBUTE Associated with attractive attribute High price/high quality or low price PRICE AND QUALITY
Product-Mix StrategiesExpansion Contraction Alteration of existing products Trading Up and Trading Down
Product Life Cycle
Product Life-Cycle Stages
Length of Product Life-CycleProduct life-cycle variations
Life-Cycle ManagementManaging during Maturity Managing on the Rise Entry Strategies Surviving the Decline Introduction Growth Maturity Decline
Planned Obsolescence Technological Obsolescence Style Obsolescence
Fashion Adoption Process
Marketing’s Role in the Global EconomyKey Terms and Concepts Chapter One Marketing’s Role in the Global Economy Product mix Breadth Depth Product line Product-mix expansion Line extension Mix extension Product alteration Product-mix contraction Trading-up Trading down Product life cycle Introduction stage Growth stage Maturity stage Decline stage Fad First-mover advantage Product abandonment Planned obsolescence For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Marketing’s Role in the Global EconomyKey Terms and Concepts Chapter One Marketing’s Role in the Global Economy Technological obsolescence Style obsolescence Style Fashion Fashion-adoption process Fashion cycle Trickle-down theory Trickle-across theory Trickle-up theory For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
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Targeting, and Positioning for Competitive Advantage
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PRODUCT SERVICE MGT 3.03 Understands the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to.
The Fashion Cycle.
17-1 Chapter 17 The Creation and Diffusion of Consumer Culture.
Good Afternoon and Happy New Year! 1/2/14 I hope you all had an awesome break! Today we are: – Looking at the fashion cycle Next week: – Marketing – Begin.
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 9 DEVELOPING A MARKETING STRATEGY AND MARKETING PLAN 9-1Elements of a Marketing Strategy 9-2Marketing.
The Product Decision Determining a Product Mix. Product Decision involves Determining goods & services to offer to satisfy consumers wants & needs based.
Part Three: Market Segmentation Targeting & Psitioning
Market-Based Management, 4th edition
5.9 + = 10 a)3.6 b)4.1 c)5.3 Question 1: Good Answer!! Well Done!! = 10 Question 1:
Addition 1’s to 20.
Test B, 100 Subtraction Facts
Chapter developing new products eleven McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
10 Crafting the Brand Positioning
Goals of the Promotional Mix. Effect on Target Market Price, Product, Place, Promotion ProductPlace Price Promotion Target Market Using the overall goals,
New-Product Development and Product Life-Cycle Strategies
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Six The Marketing Mix Key Words / Outline.
Product-Mix Strategies Chapter 9 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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