1. IB 8 471.13 Winter 2012

2. Making So what is it we sell?

3. Product Strategy Product mix  products a company sells Product line  similar products  similar group of buyers  use them in a similar fashion

4. Product Life  R&D  Life  Death

5. R&D New  products  variations  uses Rarely  cheap  predictable  successful

6. R&D Process 1.ideas 2.screening 3.concept testing 4.business analysis 5.prototype 6.product & market testing 7.commercialization

7. Product Life  R&D  Life  Death

8. declinematuritygrowthintro Life Cycle t $ sales loss profit

9. Life Cycle intro  monopoly  intro and final r&d costs  no profits  price high  promotion inform customers generate demand

10. declinematuritygrowthintro Life Cycle t $ sales loss profit

11. Life Cycle growth  rapid sales growth  new competitors enter  cost of aggressive promotion  prices lowered  promotion brand identity preference

12. declinematuritygrowthintro Life Cycle t $ sales loss profit

13. Life Cycle maturity  industry sales level off  market becomes more aggressive  profits begin to decline  late maturity some firms will be begin to leave market  brand shake-outs  promotion brand value

14. declinematuritygrowthintro Life Cycle t $ sales loss profit

15. Life Cycle decline  product becomes obsolete  sales drop  promotion brand loyalty  some firms may raise prices

16. Product Life  R&D  Life  Death

17. Marketing So how do we get people to want to buy?

18. Sorting Out Terms  Strategy  Marketing  Promotion  Advertising  Publicity  Sales

19. All communication in business is an attempt to persuade someone of something. Sorting Out Terms  Strategy Marketing  Promotion »Advertising »Publicity  Sales How can we thrive? How do we get people to want to buy? How can we get people to hear? buying space for our message getting our message out for free How can we get people to actually buy? So far as I can tell:

20. 4 P’s of Marketing Neil Borden ProductPrice Place Promoti on target market

21. Brands  the current obsession in business brand value brand positioning brand definition brand differentiation Be your own brand! A “brand” is what floats up in a person’s imagination when they hear your product’s name. The most useful definition I know:

22. Brand types  National  Licensed  Private  Generic

23. Brand types  National  Licensed  Private  Generic

24. Brand types  National  Licensed  Private  Generic

25. Brand types  National  Licensed  Private  Generic

26. Protection Trademark  exclusive right to use a brand name Patent  protects an invention Copyright  exclusive rights to created work

27. Packaging Physical container May enhance product features  sealed  user-friendly Legally mandated

28. Labelling  brand  product  contents  benefits?

29. Labelling & Packaging  blurring together

30. Promotion goals  product awareness knowledge value preference purchase

32. Ad Name ImpressionsClicksCTR CPC Spent Business School in Fall? 242,982490.020 0.64 31.21 Business School? 234,614610.026 0.82 49.80 Dbl Major: Ag &; Business 6,44810.016 0.58 Major Ag and Business 3,16200.000 - - Joint Ag/Business Degree 3,07600.000 - - Joint Ag/Business Degree 1 14,50130.021 0.81 2.43 Joint Ag/Business Degree 2 8,91530.034 0.90 2.70 Joint Ag/Business Degree 3 110,201370.034 0.81 29.84 Joint Ag/Business Degree 4 3,17400.000 - - Joint Ag/Business Degree 5 2,00910.050 0.98 Joint Ag/Business Degree 6 1,07600.000 - - Joint Ag/Business Degree 7 1,44300.000 - - Joint Ag/Business Degree 8 3,66400.000 - - Joint Ag/Business Degree 9 4,09100.000 - - Joint Ag/Business Degree 10 53,20180.015 0.75 6.02 New Bus + Ag Degree 28,714100.035 0.65 6.49 New Bus + Ag Degree 1 131,090450.034 0.58 25.90 New Bus + Ag Degree 2 40,843180.044 0.66 11.95

33.  objectives information positioning added value sales volume  mix advertising  Yellow Pages  newspapers  magazines  direct mail  catalogues  radio  television  Internet »click-through »search engine »or…  outdoor  sidewalk flyers  skywriting  strategies push pull personal selling  door-to-door  in-store  word-of-mouth  one-on-one sales promotion  coupons  POP displays  purchase incentives »sales »premiums  trade shows  contests publicity Promotion Plan

34.  objectives  strategies  mix

35. Promotion Plan  objectives information positioning added value sales volume

36. Promotion Plan  objectives  strategies push pull

37. Promotion Plan  objectives  strategies  mix depends on  nature of product  nature of audience  budget

38. Promotion Plan  objectives  strategies  mix advertising personal selling sales promotion publicity

39. Mix Advertising  Yellow Pages  Newspapers  Magazines  Direct mail  Catalogues  Radio  Television  Internet click-through search engine or…  Outdoor  Sidewalk flyers  Skywriting http://www.fisher-price.com/us/playtime/games/infantGames_B_BS.asp

40. Mix Advertising  Yellow Pages  Newspapers  Magazines  Direct mail  Catalogues  Radio  Television

41. Mix Advertising  Internet click-through search engine or…  Outdoor  Sidewalk flyers  Skywriting

42. Mix Advertising Personal selling Sales promotion Publicity

43. Mix Personal Selling  door-to-door  in-store  word-of-mouth  one-on-one

44. Mix Promotions  coupons  POP displays  purchase incentives sales premiums  trade shows  contests  events

45. Mix Publicity  news media free minimal control usually product focus

46.  objectives information positioning added value sales volume  mix advertising  Yellow Pages  newspapers  magazines  direct mail  catalogues  radio  television  Internet »click-through »search engine »or…  outdoor  sidewalk flyers  skywriting  strategies push pull personal selling  door-to-door  in-store  word-of-mouth  one-on-one sales promotion  coupons  POP displays  purchase incentives »sales »premiums  trade shows  contests publicity Promotion Plan

47. Public Relations  usually company focus  image the company’s “brand”