Marketing final notes
Ch. 8Product mix- set of all lines and items particular seller offers for sale
Specialty product- unique characteristics that create special purchasing effort
Convenience product- little thought
Store brand- made by reseller
7 Ps- 4 Ps +people process physical evidence
Development- multi brands
Positioning- attributes
Ch. 9
Test marketing
Fad- temp period of unusually high sales
Commercialization- intro new product into market
Marketing strategy development- design initial strat for new product based on concept
Fashion- currently accepted mode of expression
Chapter 10
Cost based pricing steps- design, determine, set, convince
Value based steps- asses customer needs, set target price, determine costs, design
product
Demand curve- shows number of units market will buy in specific time
Customer value based pricing- based on buyer perceptions rather than seller cost
Less affected from price competitor in monopoly or oligopoly
The manufacturer's cost per appliance is found as:
unit cost = variable cost + (fixed cost/unit sales) = $20 + $200,000/50,000 = $24
The manufacturer's markup price is found as:
markup price = unit cost/(1 - desired return on sales) = $24/(1 - 0.25) = $32
A markup on price of 50 percent is found as:
markup price = unit cost/(1 - desired return on sales) = $24/(1 - 0.5) = $48
Good value pricing- refers to offering right combo of quality and good service
Chapter 12
Intensive distribution- involves stocking in as many outlets
Integrated logistics management- concept emphasize teamwork among all channels
Limited service wholesalers- cash and carry, rack jobbers, prod cooperatives, drop
shippers, mail to order
Retailer cooperative- group of ind retailers that band together to set up jointly owned
central wholesale operation
Market Chan design- analyze, set, identify alternautuves, Evaluate alts
Channel level- layer of intermediaries that perform work in bringing product
Conventional dis channel- consists of one or more ind producers each a sep business
Disintermediation- displacement of trad resellers by radical types of intermediaries
Integrated log management- concept emphasizes teamwork
Marketing log- plan implemented flow of goofs and materials
Channel cofnlict- conflict among goals roles and rewards
Direct- no int level
Contact, matching, info, promot, negation
Horizontal conflict – same channel diff levels