Download presentation
Presentation is loading. Please wait.
1
Product, Price, Place H Edu 4310
2
Marketing Strategy - Product/Service What is a product or service?
3
Three dimensions Core Tangible Augmented
4
Tangible vs Intangible
5
Five “I”s Intangibility Inconsistency Inseparability Inventory Interaction
6
Product planning Focal points Consumers’ wants and needs Current resources and technology Environmental opportunities
7
Levels of planning Product class (SIC, automobiles) Product mix (cars vs vans or trucks) Product line (Beetles) Product item (new, colors, features)
8
Levels of planning (cont) Breadth Depth
9
Life Cycle Introduction Growth Maturity Decline
10
Product Strategies Market development Product development Positioning Packaging Branding
11
Acceptance Innovators (2.5%) Early adoptors (13.5%) Early majority (34%) Late majority (34%) Laggards (16%)
12
Marketing strategy: Price Identify constraints Newness in life cycle Production cost Channel length Market structure
13
Pricing objectives Profit Sales Market share
14
Market Share HighLow Market Growth High Low Maintain price Price leadership Meet competitor Penetration pricing Set high prices Premium pricing Meet competitor Follow the leader Skimming pricing Hold steady Meet lower prices Protect share Lower prices Price emphasis Meet competitor
15
Pricing objectives (cont) Image Stabilization Cross-subsidization
16
Price Sensitivity Price Demand Inelastic Elastic
17
Cost vs volume Fixed and variable costs Break-even analysis Marginal cost pricing
18
Pricing strategies Price lining Odd pricing One-price vs flexible pricing Prestige price
19
Pricing strategies (cont) Leader pricing Bundled pricing Going-rate pricing Discounts
20
Distribution (Place or Access) What comes to mind? How do we get our services to our customers?
21
Channels of distribution Bread vs health care
22
Bread
23
Hospital care
24
Channels (cont) The tangible product must first exist The services the patient “consumes” aren’t produced until the end of the process. The consumer isn’t involved in the distribution of the tangible product. The patient initiates health care and is in the process all the way.
25
Functions… Place: location & facilities Facilities: layout, look, feel, safety Time: hours, waiting, next appointment Possession Form (Miami Herald) Information/communication: other languages, symbols
26
Intensity of distribution Intensive Selective Exclusive
27
Vertical marketing Purpose Cost savings Management factors Environmental changes Corporate Administered Contractual
28
Power of channels Coercive Economic Reward Referent Expertise
29
Retail positioning matrix Breadth of product line Broad Narrow Value-added HighLow Mayo Clinic Low-cost Hospital Boston Children’s Hospital Solo Practice Internist
30
Channel Control Push Pull
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.