Archive for April, 2009
Channels
Marketing Channel – agents involved in the process of making a product or service available for use or consumption by consumers or industrial users. Channel Members: Producer, Distributor/Agent/Broker, Wholesaler/Dealer, Retailer, Customer Functions of a Marketing Channel Transactional Function Logistical Function Facilitating Function Channel Structures: Traditional Channel or Online Channel Direct or Indirect Channel Channel Conflicts: [...]
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Promotions
Channel Strategies Promotions: Push Strategy: directing promotional mix to channel members to gain their cooperation in ordering and stocking the product: use primarily personal, direct selling, and trade promotions Disadv: intermediaries may not want to stock up Pull Strategy: direct promotional mix at ultimate consumers, direct-to-consumer promotions, rebates, etc;. consumers ask retailers for the product, [...]
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Fail of Launching Product
1. Customer don’t accept the product 2. Technical problem (product’s defect) 3. Wrong moment of launch
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Product Life Cycle
4 Adopter categories: Innovators Early Adopters Late Adopters Laggards Managing PLC: Product Modification: changing product characteristics to boost sales (new color, flavor, product variant, etc) Market Modification: Finding New Users (e.g. Sony launching video games for Under 13 age group) Increasing Use (e.g. Crest advertising to brush twice daily, increase consumption) Finding New Use [...]
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Pricing Strategy
Premium Pricing Use a high price where there is a uniqueness about the product or service. This approach is used where a a substantial competitive advantage exists. Such high prices are charge for luxuries such as Cunard Cruises, Savoy Hotel rooms, and Concorde flights. Penetration Pricing The price charged for products and services is set [...]
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Creating Service Excellence
Excellent Service is not about being 1000% better at one thing, but 1% better at 1000 things Serv ice Gap Gap 1 : Knowledge Gap Gap 2 : Standard Gap Gap 3 : Delivery Gap Gap 4 : Communication Gap Gap 5 : Service Gap
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