1. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 1 Developing Product and Pricing Strategies

2. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 2 What Is Marketing? Conception Pricing Promotion Distribution

3. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 3 Types of Marketing Product marketing Place marketing Cause-related marketing Permission marketing

4. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 4 The Role of Marketing Needs and wants Exchanges and transactions

5. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 5 The Four Utilities Form Time Place Possession

6. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 6 The Marketing Concept Customers Profitability Integration

7. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 7 The Buyer’s Decision Process Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation

8. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 8 Factors That Influence the Buyer’s Decision Process Culture Social class Reference groups Self-image Situational factors

9. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 9 Analyzing Customer Preferences Marketing research Database marketing

10. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 10 Building Customer Relationships Relationship marketing One-to-one marketing

11. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 11 Planning Marketing Strategies Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies

12. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 12 Examine the Current Marketing Situation Reviewing performance Evaluating competition Examining internal strengths and weaknesses Analyzing the external environment

13. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 13 Assess Opportunities and Set Objectives Market penetration New product development Geographic expansion Diversification

14. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 14 Develop the Marketing Strategy Segments and niches Target markets Market position Marketing mix

15. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 15 Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavior Usage

16. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 16 Target Market Strategies Undifferentiated Differentiated Concentrated

17. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 17 Positioning the Product Features Services Image Category leadership

18. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 18 Developing the Marketing Mix Product Price Place Promotion

19. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 19 The Product Continuum Tangible –Goods –Products Intangible –Services –Ideas

20. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 20 Characteristics of Service Products Intangible quality Perishable nature

21. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 21 Consumer Products Convenience products Shopping products Specialty products Unsought goods

22. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 22 Business Products Raw materials Components Supplies Installations Equipment Business services

23. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 23 The Product Life Cycle Introduction Growth Maturity Decline

24. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 24 Product Identities Branding Packaging Labeling

25. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 25 Branding Products Brand names Brand marks Trade marks National brands Private brands Co-branding Generic products

26. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 26 Selecting Products Product Line Line filling Line extension Brand extension Line stretching Product Mix Width Length Depth Risks and rewards

27. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 27 Developing Pricing Strategies Marketing objectives Government regulations Consumer perceptions Consumer demand

28. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 28 Common Pricing Approaches Cost-based Price-based Skimming Penetration Discounting