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Share via. Copy Link. Powered by Social Snap. Copy link. Mercedes-Benz, MusicTV 7. Caterpillars superior channels — People — Hiring and training better people than competitors do — E. Singapore Airlines flight attendants — Image — May affect decision e. Burger King — Which differences to promote?
Shopping products — Less frequently purchased, customers compare carefully on suitability, quality, price, style, and are ready to spend time and effort in the buying effort — E. Place marketing — Activities to create, maintain, or change attitudes or behavior toward particular places — E. Pillsbury Oreo Bars Battle of the brands manufacturer vs. Price is the only part of the marketing mix that brings revenue — Also one of the most flexible elements — price can be changed quickly compared to e.
Intel Makes sense if Dell initially Makes sense if Kodak films Optional-product pricing Pricing of optional or accessory products along with a main product — Sticky problem — when is an accessory really a part of the product?
Sony may use penetration pricing in mature markets, but skimming pricing in less developed markets where less price sensitive segments are targeted Costs play an important role — Price escalation may result from product modification costs, shipping, insurance, tariffs and taxes, costs related to exchange rate fluctuations, higher channel and distribution costs Is there some fault in the product?
Is the seller abandoning the segment? Has quality been reduced? Will the price come down even further? Is the product unusually good value? Is the seller greedy and charging what the traffic will bear? Competitor reactions to price changes — Competitor behavior history known? Also allowed if price difference explained by quality differences seller must prove price difference is proportional to quality difference Resale price maintenance — Seller cannot require a retailer to charge a specified price for its product — Seller can suggest retail prices, but cannot refuse to sell or punish the seller shipping later, denying advertising allowances if suggestions not followed Deceptive pricing — Seller states prices or price savings that are not actually available to consumers — E.
Means giving up some control over how and to whom products are sold intermediaries used? Dell Computer, Amazon. Buy in person or over the phone? Wide assortment or specialization? CDs can be bought at specialty stores, discount music stores, electronics competition superstores, general merchandise discount stores, video-rental outlets, Web sites, Wholesalers are setting up their own retail operations The sum of these costs is the proposed promotion budget — Most logical method — Also most difficult to use — hard to figure out e.
Business promotion tools promoting to industrial customers — Many of the same tools as for individuals — Conventions and trade shows — Finding leads, meeting customers — Introducing products etc — Sales contests — Contest for salespeople or dealers — to improve performance — Trips, cash prizes, other gifts, performance points exchangeable for something Developing SP program Decide — Size of incentive minimum size for anything to happen exists — Conditions for participation — How to promote and distribute the promotion program itself package, store, mail..
My company and I appreciate your willingness to see me. I'll do my best to make this visit profitable and worthwhile for you and your company. Direct marketing has also grown in B2B commerce Using databases 1 Identifying prospects 2 Deciding which customer should receive a particular offer 3 Deepening customer loyalty information, gifts, etc 4 Reactivating customer purchases knowledge of past purchases, gift certificates, promotions, etc Oldsmobile sponsors AOL's Celebrity Circle Participating in forums, newsgroups, and web communities — Forums — discussion groups located in commercial online services — Newsgroups — Internet version of forums — Bulletin board systems BBSs — specialized online services that center on a specific topic or group, e.
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