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Marketing strategy
- 1. Rery Indra Kusuma Wiluyo Karyanto
- 2. The Steps in Research and Development Idea Develop- ment Screening New Ideas Business Analysis Product Develop- ment Test Marketing Commercial- ization
- 3. Classifications of Consumer Products Convenience Products bought frequently without a products lengthy search and bought for immediate consumption. Shopping Products purchased after buyer has products compared competitive products. Specialty Products that the buyer searches for products and makes a special effort to obtain.
- 4. The Life Cycle of a Product Introduction Growth DeclineMaturity Sales Volume Profit Time 0 Sales $
- 5. Pricing Strategies New-product strategies Price skimming Penetration pricing Psychological pricing strategies Odd/Even Prestige pricing Price Discounting Quantity discounts Seasonal discounts Promotional discounts Implement Pricing Strategies
- 6. Marketing Channels for Consumer Products Producer Agents (Middlemen) Wholesalers (Middlemen) Retailers (Middlemen) Consumers Producer Producer Producer Wholesalers (Middlemen) Retailers (Middlemen) Retailers (Middlemen) Consumers Consumers Consumers
- 7. Types of Market Coverage Intensive Makes a product available in as many outlets as possible. Selective Uses only a small proportion of all distribution available outlets to expose products. Exclusive Exists when a manufacturer gives a distribution middleman the sole right to sell a product in a defined geographic territory.
- 8. Physical Distribution Activities CustomersProducers Inventory Planning and Control Transportation Warehousing Materials Handling
- 10. Advertising Media Newspapers Magazines Direct mail Outdoor advertising Television Radio Cyberads Print media Electronic media
- 11. Advertising Basic Features Verbal or Visual Message Identified Sponsor Delivery via 1 or more mediums Payment by Sponsor to Media Carrying Message
- 12. Major Tools of Sales Promotion Point-of-purchase displays Premiums Sampling and demonstrations Coupons Consumer contests and sweepstakes Refunds Trade shows
- 13. Push and Pull Strategies Producer Producer Wholesalers Wholesalers Retailers Retailers Consumers Consumers Pushing Strategy Pulling Strategy