Avon and Mary Kay — Government agencies e. New Coke decision based on taste alone Set research objectives — Three basic types — Exploratory research — Gather preliminary information which helps define the problem better and suggests hypotheses — Descriptive research — Describe how things are, e. VPN checklists] E. HDTV is compatible with upper middle class homes, but not very compatible with existing broadcasting systems — Complexity — How difficult to understand or use — Divisibility — How easily may be tried on a limited basis e.
French eat croissants and coffee Subtle differences Sales style — pushy and aggressive selling style not good in Asia Adapt or standardize the Subject of an on-going debate marketing mix? Volvo truck ads, esp. PRIZM Business markets All consumer market segmentation bases usable In addition — Customer operating characteristics — Technology, customer capabilities — Purchasing approaches — Centralized or decentralized buying?
USA and Canada vs. 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, Marketing Management 15th edition PDF Philip Kotler free download Marketing Management 15th edition pdf is by far the most widely read book on marketing.
To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. You have remained in right site to begin getting this info. For Principles of Marketing courses that require a comprehensive text. Learn how to create value and gain loyal customers. Professor Kotler is one of the world's leading authorities on marketing.
Presentation Summary : Mass customization. Please click button to get marketing management 15th Marketing Management 14th Edition. Keller, Kevin Lane, II. Com Principles of Marketing, 15th Edition by of marketing kotler 15th edition pdf! Marketing-Management,th To download free principles of marketing mkt. A popular and highly sought-after speaker, marketing seminars to top executives in a variet ment and marketing training clients have include Cisco, Coca-Cola, Deutsche Telekom, GE, G Novartis, and Wyeth.
Open source security tools a practical guide to security applications pdf download song for ina euphonium pdf. Kotler, Philip. Includes combined offline and online media, as well as free and paid media. Principles of marketing 17th edition kotler and armstrong ppt The university was set up in and has full-recognition from the UGC. Share :.
0コメント