Lecture 7 : Pricing and marketing channels Flashcards Preview

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Flashcards in Lecture 7 : Pricing and marketing channels Deck (15):
1

price plays 2roles in shoppers evaluations

measure sacrifice
informal cue

2

new pdt pricing strategies

market skimming
market penetration

3

product mix pricing strategies

pdt line price
optional pdt price
captive pdt price
pdt bundling pricing

4

price adjustment strategies

segmented pricing
dynamic pricing (adjust always Uber)
psychological pricing
promotional pricing

5

prices changes

reduce price
raised perceived value
improve quality and increase price
launch low price "fighter brand "

6

types of people

patrician
parvenu
proletarian
poseur

7

types of ;arketing channels

direct or indirect

8

types of retailer stores/format

supermarkets
convenience store
department store
category killers
speciality store
vending machine
personal selling
TV shopping

9

retail atributes

pdt assortment
price
layout
communication
service

10

location of retail marketing

market selection
area evaluation
site evaluation

11

omnichannel retailing

lots of channel, synergistic management]

12

uncovering customers values perceptions

trade-off analysis
economic value to the customer (EVC) analysis
experimentation

13

managing price changing

one stage price fall
staged price reduction
escalator clause
price unbunding

14

promotional mix

advertising
sales promotion
publicity
sponsorship
direct marketing
personal selling

15

integrated marketing communications

resource availability
market size and concentration
customer information needs
pdt characteristics
push vs pull strategies