© Prentice Hall, 2004 Business In Action 2eChapter Developing Product and Pricing Strategies

© Prentice Hall, 2004 Business In Action 2eChapter What Is Marketing? Conception Pricing Promotion Distribution

© Prentice Hall, 2004 Business In Action 2eChapter Types of Marketing Product marketing Place marketing Cause-related marketing Permission marketing

© Prentice Hall, 2004 Business In Action 2eChapter The Role of Marketing Needs and wants Exchanges and transactions

© Prentice Hall, 2004 Business In Action 2eChapter The Four Utilities Form Time Place Possession

© Prentice Hall, 2004 Business In Action 2eChapter The Marketing Concept Customers Profitability Integration

© Prentice Hall, 2004 Business In Action 2eChapter The Buyer’s Decision Process Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation

© Prentice Hall, 2004 Business In Action 2eChapter Factors That Influence the Buyer’s Decision Process Culture Social class Reference groups Self-image Situational factors

© Prentice Hall, 2004 Business In Action 2eChapter Analyzing Customer Preferences Marketing research Database marketing

© Prentice Hall, 2004 Business In Action 2eChapter Building Customer Relationships Relationship marketing One-to-one marketing

© Prentice Hall, 2004 Business In Action 2eChapter Planning Marketing Strategies Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies

© Prentice Hall, 2004 Business In Action 2eChapter Examine the Current Marketing Situation Reviewing performance Evaluating competition Examining internal strengths and weaknesses Analyzing the external environment

© Prentice Hall, 2004 Business In Action 2eChapter Assess Opportunities and Set Objectives Market penetration New product development Geographic expansion Diversification

© Prentice Hall, 2004 Business In Action 2eChapter Develop the Marketing Strategy Segments and niches Target markets Market position Marketing mix

© Prentice Hall, 2004 Business In Action 2eChapter Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavior Usage

© Prentice Hall, 2004 Business In Action 2eChapter Target Market Strategies Undifferentiated Differentiated Concentrated

© Prentice Hall, 2004 Business In Action 2eChapter Positioning the Product Features Services Image Category leadership

© Prentice Hall, 2004 Business In Action 2eChapter Developing the Marketing Mix Product Price Place Promotion

© Prentice Hall, 2004 Business In Action 2eChapter The Product Continuum Tangible –Goods –Products Intangible –Services –Ideas

© Prentice Hall, 2004 Business In Action 2eChapter Characteristics of Service Products Intangible quality Perishable nature

© Prentice Hall, 2004 Business In Action 2eChapter Consumer Products Convenience products Shopping products Specialty products Unsought goods

© Prentice Hall, 2004 Business In Action 2eChapter Business Products Raw materials Components Supplies Installations Equipment Business services

© Prentice Hall, 2004 Business In Action 2eChapter The Product Life Cycle Introduction Growth Maturity Decline

© Prentice Hall, 2004 Business In Action 2eChapter Product Identities Branding Packaging Labeling

© Prentice Hall, 2004 Business In Action 2eChapter Branding Products Brand names Brand marks Trade marks National brands Private brands Co-branding Generic products

© Prentice Hall, 2004 Business In Action 2eChapter 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 2eChapter Developing Pricing Strategies Marketing objectives Government regulations Consumer perceptions Consumer demand

© Prentice Hall, 2004 Business In Action 2eChapter Common Pricing Approaches Cost-based Price-based Skimming Penetration Discounting