Marketing Winter 20001 THE MARKETING MIX Session 6 Tuesday, April 11 2000.

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Presentation transcript:

Marketing Winter THE MARKETING MIX Session 6 Tuesday, April

Marketing Winter SESSION OUTLINE The marketing mix and the product life cycle The marketing mix and positioning Course review

Marketing Winter THE MARKETING MIX Product Price Place Promotion

Marketing Winter PRODUCT Name Logo, colours Tangible attributes Other (packaging, format, …)

Marketing Winter PRICE Price points Pricing methods (cost-plus, competition, demand) Price policies (promotional discounts, volume discounts, timing of purchase discount, …)

Marketing Winter PLACE Distribution network (direct vs. Indirect) Level of integration with channel members (corporate, franchises, administered) Market coverage (exclusive, selective, intensive) Types of middlemen (merchant, broker)

Marketing Winter COMMUNICATION Mass vs. personnal communication Push vs. Pull strategy Communication tools Planning the campaign

Marketing Winter INTRODUCTION Product Price Distribution Communication Simple Based on costs Selective Increase awareness, knowledge

Marketing Winter GROWTH Product Price Distribution Communication Add new attributes Competitive Intensive Increase number of users

Marketing Winter MATURITY Product Price Distribution Communication Introduce new models Lower than competition Intensive Maintain loyalty

Marketing Winter DECLINE Product Price Distribution Communication Eliminate weaker brands High profit margin Selective Maintenance

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