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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 1 Developing Product and Pricing Strategies
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 2 What Is Marketing? Conception Pricing Promotion Distribution
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 3 Types of Marketing Product marketing Place marketing Cause-related marketing Permission marketing
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 4 The Role of Marketing Needs and wants Exchanges and transactions
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 5 The Four Utilities Form Time Place Possession
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 6 The Marketing Concept Customers Profitability Integration
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 7 The Buyer’s Decision Process Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 8 Factors That Influence the Buyer’s Decision Process Culture Social class Reference groups Self-image Situational factors
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 9 Analyzing Customer Preferences Marketing research Database marketing
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 10 Building Customer Relationships Relationship marketing One-to-one marketing
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 11 Planning Marketing Strategies Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 12 Examine the Current Marketing Situation Reviewing performance Evaluating competition Examining internal strengths and weaknesses Analyzing the external environment
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 13 Assess Opportunities and Set Objectives Market penetration New product development Geographic expansion Diversification
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 14 Develop the Marketing Strategy Segments and niches Target markets Market position Marketing mix
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 15 Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavior Usage
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 16 Target Market Strategies Undifferentiated Differentiated Concentrated
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 17 Positioning the Product Features Services Image Category leadership
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 18 Developing the Marketing Mix Product Price Place Promotion
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 19 The Product Continuum Tangible –Goods –Products Intangible –Services –Ideas
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 20 Characteristics of Service Products Intangible quality Perishable nature
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 21 Consumer Products Convenience products Shopping products Specialty products Unsought goods
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 22 Business Products Raw materials Components Supplies Installations Equipment Business services
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 23 The Product Life Cycle Introduction Growth Maturity Decline
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 24 Product Identities Branding Packaging Labeling
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 25 Branding Products Brand names Brand marks Trade marks National brands Private brands Co-branding Generic products
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 26 Selecting Products Product Line Line filling Line extension Brand extension Line stretching Product Mix Width Length Depth Risks and rewards
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 27 Developing Pricing Strategies Marketing objectives Government regulations Consumer perceptions Consumer demand
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© Prentice Hall, 2004 Business In Action 2eChapter 13 - 28 Common Pricing Approaches Cost-based Price-based Skimming Penetration Discounting
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