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Product and Pricing Strategies
© Prentice Hall, 2005 Excellence in Business, Revised Edition
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Product Characteristics
Fundamentals Decisions Pricing © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
The Product Continuum Tangible Goods Products Intangible Services Ideas © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Characteristics of Service Products
Intangible quality Perishable nature © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Consumer Products Convenience products Shopping products Specialty products Unsought goods © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Industrial Products Expense items Short term Pencils Printer cartridges Capital items Long term Copy machines Computers © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Products and Their Uses
Raw materials Components Supplies Installations Services Business equipment © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
The Product Life Cycle Introduction Growth Maturity Decline © Prentice Hall, 2005 Excellence in Business, Revised Edition
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New Product Development
Idea generation Idea screening Business analysis Prototype development Test marketing Commercialization © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Idea Generation Customers Competitors Employees © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Idea Screening Industrial products Feasibility study Consumer products Concept testing © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Business Analysis Forecast sales Estimate costs Project profits © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Prototype Development
Packaging Marketing mix Production Resources © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Test Marketing Introduce the product Monitor customer reactions © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Commercialization Production Distribution © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Product Identities Branding Packaging Labeling © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Branding Products Brand names Brand marks Trade marks National brands Private brands Co-branding Generic products © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Product Line Selection
Expansion Product Mix Line filling Line extension Brand extension Line stretching Width Length Depth Risks and rewards © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Product Positioning Features Services Image Price Category © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Product Positioning Errors
Under positioning Over positioning Confused positioning © Prentice Hall, 2005 Excellence in Business, Revised Edition
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International Strategies
Standardization Customization © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Developing Pricing Strategies
Marketing objectives Government regulations Consumer perceptions Consumer demand © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Excellence in Business, Revised Edition
Cost-Based Pricing Fixed costs Selling price per unit-Variable costs per unit Break-Even Point = © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Other Pricing Strategies
Price-based Optimization Skimming Penetration © Prentice Hall, 2005 Excellence in Business, Revised Edition
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Price Adjustment Strategies
Discount pricing Bundling Dynamic pricing © Prentice Hall, 2005 Excellence in Business, Revised Edition
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