- Demand characteristics
- Size of the order or purchase
- Number of potential buyers
- Organizational buying objectives
- Organizational buying criteria
- Buyer-seller relationships and supply partnership
- Social, Economic, Technological, Competitive, Regulatory
3 Type of company
- International Firm
- Multinational Firm
- Transnational Firm
Marketing Channel for consumer goods & services
- Direct channel - channel A
- Indirect channel - Channel B,C & D
Select Price Level (Demand oriented)
- Skimming Pricing
- Penetration Pricing
- Prestige Pricing
- Price lining
- Odd-even Pricing
- Target Pricing
Picking a good brand name
- memorable, distinctive and positive
- fit the company or product image
- simple
- no legal or regulatory restrictions.
Branding Strategies Product Life Cycle
a) Multiproduct branding - Introduction stage, Growth, Maturity & decline
b) Multibranding
c) Private branding
d) Mixed branding
Sales promotion (customer-oriented)
- coupon, deals, premium, contests, sweepstakes, samples, rebates.
Promotion Elements
- Advertising, personal selling, public relation, sales promotion, direct marketing
Personal Selling
- Prospective >Pre-approach >Approach >Presentation >Close >Follow-up
New Product Process
1) New product strategy development
2) Idea generation
3) Screening and evaluation
4) Business analysis
5) Development
6) Market testing
7)Commercialization
Market research
Define problem> Develop research plan>Collect relevant information>Develop finding>Take marketing action
Consumer purchase decision
1) Problem recognition
2) Information search 1) Extended problem solving 1)High Involvement
3) Alternative evaluation 2) Limited problem solving
4) Purchase decision 3) Routine problem solving 2) Low Involvement
5) Post purchase decision
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