Chapter 12 - Dimensions of marketing strategy. Learning objectives of this chapter include: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage;...
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Marketing: Developing Relationships
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Trang 2CHAPTER 11 Customer-Driven Marketing
CHAPTER 13 Digital Marketing and Social Networking
Trang 3Learning Objectives
including how products are developed, classified, and identified
marketing mix, including various pricing strategies a firm might employ
as marketing channels and intensity of market
coverage
as promotional strategies and promotional positioning
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Trang 4Product Strategy
Trang 5Product Strategy
Products are classified as consumer or business products
§ Consumer products are products intended for
household or family use
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Marketers focus on
making consumers
aware of the product
and its benefits
The firm tries to strengthen its market position
by emphasizing benefits
Severe competition and heavy costs
Firms may eliminate models, cut costs and finally phase out products
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12-7
Trang 8Product Strategy
Trang 9Pricing Strategy
12-9
Trang 10Distribution Strategy
Trang 11Distribution Strategy
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Trang 12Promotion Strategy
Trang 13Promotion Strategy
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Trang 14Promotion Strategy
Trang 15Promotion Strategy
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Promotional positioning uses promotion to create and maintain an image of a product
in buyers’ minds
Push Strategy
Pull Strategy