B216 Marketing UT2 Revision Slides

B216 UT2(P06 – P10)

Nurul Hazimah Binte Khairul Anuar [email protected]

M A R K E T I N G

ContentsP06:- Product Mix- Product Portfolio Analysis (BCG/PLC)- Product StrategiesP07:- Pricing Decisions- Pricing Methods (Cost-based/Value-based/Competition)- Price-Quality Strategies- New Product Pricing- Price Adjustments StrategiesP08:- Distribution Channels- Intermediaries- Channel Design Decision - Analyse customer’s needs - Set channel objectives - Identify major alternatives (Types of intermediaries & Distribution/Distribution Intensity) - Evaluate channel alternatives (Distribution strategy/ECA criteria)

P09:- Promotional Mix- Advertising- Develop Ad-campaign- Set Advertising Objectives- Advertising Media (Major media types)- Create Advertising Message- Public Relations (definition & tools)- Ethical Issues (related to Advertising & Public Relations)

P10: - Promotion (Promotional Mix)- Develops Sales promotion Campaign- Sales Promotion Objectives- SP Tools- SP Program -Tools & Objectives - Tools category - Personal Selling VS SP

P07

What is a Price

$$ ?Price is the amount of money charged for a product or service. It is the sum of all the values that customers give up to gain the benefits of having or using a product or service.”

Why Price IMPT** ?1) Only element in marketing mix that produces revenue 2) One of the most flexible marketing mix elements 3) One of the most influential element affecting consumer decision making 4) Direct impact on firm’s bottom line

FAC

TO

RS

A

FFEC

TIN

G

PR

ICE $

$

$$

Company’s Objective

Cost

Competition

Channel Members

Customers

P07

Pricing Methods (+ & -) from previous slides

Price-Quality Strategies

Promotional

Mix

P09

P10Promotional Mix

B216 Marketing UT2 Revision Slides

Education

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