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iim".ir!'fi.:1LL1"\J~~LVl1lmLL~~fl'J13.Jiffl~qle:Ji)11rl'1e:iL'1Lfltp)~'\.l.rl1J~1J~1Jif!5n~1ll ~\J~U mnm~m,'jfl~l
'115ti~~um,-.ia1~~3J~unm"r'l~.:1Luuna~'YIM!it1~qiri"'t'"t5nm".i'1l51~i1-;;i~u1,1,
mTifl1"1'Jnti'1 (Customer Retention)
m1"'1151~~ e.J1U3.J1~m1~Luuvi~n~\Jm".iL-.a1tLLfttL-lf1t'l.:i'Jnti'1'lvia.1'1 3J1nn11mTin1!11~mi1i1-..i-,uu
'l'1fl..:ie:i ~ LL5~* L1XumTimJ m1"LffUe:J'll1lla.J1nn11m11.l;.m1V1~eim".i~~'1113J'li..m1 llV1~..:1 '1J~L~mn1,1,e:i.:i~m
m"1<il~ltp) ~fl'tvi3.J;j11,1,'liunn#l'1m13.J~1'1qi'1leimnn~1~nfl1 LLa::rri\.:i'GlaJ~unm"v'lLU".itlltm1 ~.:id~1 ll
~tp)*V13J1u~e:imTYi1'l'1~nti13'.lm13..1vrnhi(iuei.:i

u "
n1:'lJ11.lfl11'nfN1.11\)flfl1 (The Customer Development)
~~L~a.i~wnei.:iei.:ifim1Lfimnu~n~1~ei m1V11~n~1m~~mi~'iJJit1L"4eit'1aJ1Luit~n'11'1Jei.:iei-.:i~m
t~ll~~'\.l.'1le:JU~~1f1'qi~.:id
iuil l l.Jflflavf1Ltl (Suspects) 'Vl3.J1ufi.:i 'YJfl'1 f!U~m'OJ~El~Utll"i!El\Jfl.:J~m
::,4 IJIJ 1 " ... - ' I ,:;.J.J.d.?71 I .J
11Jlfl 2 'Jfl'11~~\l'Vl'l.:I (Prospect) 'Vl3J1Ufl\I fl1'l1Lfl71t'Vl'"'11fln'j3JflU~U'llU'YlVIU\J"ll'\ILuump.JflU'YI
,t ._, ~ '1 _! ,...
3Jf1rn..1mvui.5~au L'iJ'11aei~-..iU3.Jm'j..l,1'0J Lum'?lflau~n"ll ei.:ifl.:i flm m~flflft u.i:i.J~rnrr:i.Ju11tp)..:inm'J'iJ~L"H..1 m1
.. " A D " t; <VA ._, I ..... I

Lllun~3Jfl'\..l,~fl~3JU~La.1L-lf1'll1u L7lln11 Disqualified Prospect

fl r I ... I.I II' I I

.Wun 3\jnti1Y1;aeiau~1LUUf!~\ILL".in (First-time Customers) V1~1iiii..:i \'!fl~l'iJ1n-tfuVirre:i"Vi5eh'I

~fl~ut11"1Je:i..:i ei..:i~n7
,, ,, iuil 4 \'!Fl~1~ijm7~fl~ (Repeat Customers) Ln~~1n~nti1'lu~u~ 3 ~..:1$lm1~"v'lfltliJ'OJULn~
...
fll".i"lffl'lfl
.fuil s ~nt111h~;j1 (Clients) \'jfl~1~.:i5'.tm~fl~1tle:i ll'1 'iJ'l-UUU\'jn~1tl,-~;j1~.:ie:i..:i ~m4fo..:i~ LLa
mh:iYiL~mL5tL4r1h~\1~'11h"llfl.:l\'!fl~1L'Vla1d
iuif 6 ~3J1~n (Members) '0Jln\'!nt11tl7~'-31~..:13lm1~~~1L~3.Jfl'OJ~Flt11na1rnu~m~mn1~
~ ., ,; x ' I ti T ' .. ~ - - ..l ., ..
'16.J"r'IUti"VtLL'\.l.l.JbbUW.Jlfl"iJUL~te:J\Jflm'"Jmlu.u~~ "IBLU'lf'1.l.Vl".itl'1'Y11ML~lftl1\lt:llll\lbbfl~flfl1'Yl'13.Jfl7~~1~n
I I .,

I
...
A
L'Vlftl'l-1.
iuif 7 \'!mi1~rruu'11iu (Advocates) ~fl ~n~1~"'~~unLLU1JLLU'l-l. LL~~ei~{i'1..:ie:i.:i~m-oJuvi~u
LLUt'l-t1au~l"lJfl'1 fl\!~fl7LLrl ~~
., U Vl1e:J 'W
., tp) LUL~fl-.:1 ~61 b~ mnun'OJ fl1'7U~~~ut11"1J fl\lfl\I ~m
I

iuif s ~uri11,1, (Partners) ~fl m13.Ja~~un~m.imLYliu.nn~'!~~\J~\l\'!nti1LL~~n-;;im,-iim"1

Yi1..:11wi1~nuei ~i.:i'l.nwa~ LL~::i~mumbuvirt..:1"1Jfl.:11pn-oJ~..:inu.LL~~nu.
 Disqualified
Prospects

First-time
Customers

Repeat
Custome~
1,

Partners

m'@Ju1~n~1Jf-:i bbYi-iu~ 3 ~U~-l~U~~Vi'1~diite:im~~'Jn~1~~L~~ei~u~1V11eim:nmliu'Jn~1

L'l-iei~~L~'ilftel~b1ft1 (Inactive or Ex-customers) tl'1~n~1bn~fl'll:!.i1.3JvmhV1~e:ij~n":l1b~u~"il1~Ltl~
~a..i~1nuflrufi1Yi)~-ru

 O!'i~ U ti I
f'l1l'IJ~lluU&Ufl11'1'tnngnf'lltfll (The Need for Customer Retention)
m":imm~nt'11 Lri1LV'lurh'l'1\ln'11LnV'lm1aJYrnhei ~<ili'ltlV'IL1i:l1ei~h:ic;lmdei..:i,Xu ~~113! m1aJ
"ii1Lflt.mm~Shh~Lti'!ftUnn.;,i1 tiVli:l1 rn.htm1 flei

'lu1.m.)1._:i
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\lnt'111i1~'l'1i'maumLu::V17mLu1~~<il1..:i'l LLrin'OJm1
qJWt'JUL\.bnl'1LaUti 1Jm1l'Vl7t1~c;l1..:1'1 ~LnV'lll'JJ~n~1Lrl1V17ti\jnfl11.h~1tti.t'OJt~1m1
m-ni1frmn.;,iL~mnunu\ln'11'lV13.i
' "il o;.l,_lt A'" ., "'I ){
tl-:lfln':i'Yll-:tm71fii:ll~ L\.b 'OJ-o:ilJWi11tVIUrnL~tTIJlfl..:lfl113J011flqj LUn1'7'7nM1\jnf11Lnl341n"llU
<; <;

Liit1..:i'OJ1n-ifmn'OJ'OJi-:1~u1auh 'lu1htL~uc;l1..:1'1 ~-:id

nll'l~~\ln~1 LVl~iiuclfei..:i 'l-if~Wr'J'l-li~~LflU 5 LYl1Lrim.YiE.Junu~Wr'J'I-\'li.tmnf1M1\lf1~1Lri1LL~t
mTYi1L~\ln~1L~aJilm13.l'Vit1h Liiei..:i'OJ1n~fo\l Lolfm1aJ'VitntnaJei~1..:iaJ1n'lunTTDJtVl1\jnfl'1LVl~~..:icli'eN~..:13J1
'OJ1n~LL"li.:i'1luV11ei L~aJ~U'lVla.iJf\I LL<ii~ULLln'l
t~E.JunWILL~1ei\lfin,-~n~tyL~E.J~n~1Lri1'Luf1~dJ"~eiti~t 10 'llel.:l'Jn~1'lim<il~::n
m,-~~nT':i'jtlJL~ti"llei..:1\ln~1~..:17mm:: 5 'OJ~Yi1'l'1fililm":irimn~ri1'tn~aJ~u7eiEJ~~ 25 ~" 85
~ ~if LI !

Yl\l\.b'YJ\.bfl'JJLL<ilr!~lh'~L11Yl'l<ilmV1nTI3.I

ti ~ ti I
flU'JUillflfll'li'lflUr.19flf'lllfll (The Cost of Lost Customer)
il1iJ~uuei.:i~m1pfi'OJ"ii1u1\.b341n~3lm13.1ijqJLifo~1nm~\ln'11Lri1'iil1nLtlv!7eiLu~ei5u~1 ~LL'll.:i'1lu
n'OJm":i~.:lclfei.:iL'1m1aJauhei~1.:iLn~i'~c;lei-ffm1m1"baE..1\lf1~1Lfl1 ~.:lLT1L~E.Jn11 Customer Defection
Rate t1\l~ma1aJ1":iri~~n<11T1'lltl\lm'7ijtlJL~E..1\lnfl'1L~ 41nm":i~\ld
1. ei\l~n-:r~ei.:iri1V1u~~1~1~11nm1m':l-inM1\lm')1,Xulilt1'~lil1nm~h L"llu el<ilTlm":i<iieim~
G'{3J1~rnltl\l\ln'11 Lflit~\.li
2. ei.Jfim~ei..:i1Lf1Tlt~V11a1LV1~11\ln~1'0J1nLuL'ViTlteith Liu \ln~1eiein"il1mpn-;;ili J ~n~1~u
'VilJ~u~15u~ ~n11V17ei~aJt11aJ1nn11 V1iei\1nfl11i11nLu L~ll~L~.it~wf1113JauhVl~til~l.~wmw1m~
~Ll11~m':i ~\l~n"iltLij~mLV1<f1ri1Ti'ty~ei\l~n":ijjm,~tyLarnjn~1lu
3. t1.Jfi'm~tl\lf11u1ni.11ri1L1"'0Jt~llJLfltiLu Liju-.S1u1uLl11'l~t11qi'ei.J\!t1JLftrnjn~1Lu lumm~ Lllu
~u~1.nfl LLc;ifl~fluttumTIV'!fl1ri1'l~ijtlJVl1 E.JLu ~m.i3lf11 LYi1nu~~fl1cri~ei~~'Vi"lJtl.J~n~1iiU'l (Life Time
Value) ~i~n~1iXuE'.f\l~ei~u~1'1Jei.Jt1.Jfim~nqieiLu 'lunm~ei.J~m3l~nfl'1Ltlu'"31u1w.i1n~t1'lf11u1ni.11
~~fi1"llt1-:it1ei~"l!1t1V1;.eifi1L~vn EJLu'"l1nm'~~fl\l"lltl\l~n~1 LflitLiii.L7 411 ei~1.JL'!lu
 - I d 4 I.I o
n~n-:1LL'Vl.:J'VIU\13J~nfl'1-;;J1u1u 50,000 flU

fi~mit1tlJL~~~nti'1'tt:~utl"~ 5 LULLlil":1'.l
;::; (0.05 (50,000)
;::; 2,500 flU
\jnti'1~ ~tlJVl1 t1'ttl LL<ii"~flu'V!m tiil-:11; t1't~~'V!1t1l.tl~u 5, ooo rn'Ylftl
;::; 12,500,000 1J1'Yl
fi~mijjri1'tnm1m: 10 ~\ld~13J'Vl3.i~t1m13.1-J1't~\1~L~t1ri1'tivLtJ
= 0.10 ( 12,500.000 u1'Y1/tl
= 1,250'000 tn'Ylitl
e:i\l~mc;le:i.:iu'J~a.nnm1n1turniri1?1Blfli1nw~~L~~~nTi1i1u"OJ~c;i'u.:ili~,,.'YJUL'Yl1Ll?I11muLYl
4.
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Y11t1~~1?1LL~1 m~mfl111'11~Yl<1113.JLL'1~~1J'Vl1~u3.JG'l"i11fl~nf11Ln1~1ti1nmi<ii1.:i'1
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"' ..,
fll1fltl1AtT:IJ'WUtifll'W (Relationship Marketing)
n1"Wlflll?lft3J~U1l1ll"llil:lJ11LUUfl~~'Yl~~t-ifnum.h\ln11.:i'1J11.:i1u t'Jfl'1 lh~U"l'Yl"ilel\1~1n"l LL"~'YJfl
n~ a.i~n~1 Cfl"eJYl'O.JUwu1 rn1u~i..t'1 1ut1.:if!n11!1fi"il~\l'VIU1rn1u.rnt11.ULL"~m E.JUu ne:i\l~fli 1.u~d"il~L~u
m1'ilm1?1ifa.i~unm"tln'Ll\jnq;)1
_'1u A J._, I.I.Ji.,, .., I.II.I A .J
m1~1"1Yl'13J"tlU1lfl1"tl 'Vla.JlE.ltN n11Cfl~1Yl'YILUUnT'jG'fj1\1'13J"tlU1lfl1Ym'Ll~nfl-:Y'l1tlbL1.:JE.JYlL'VIUm
.. ~ ... I ' ) r:..l<]v.. .,,.,~..,""' rt
'Vliel 6'1'Ylf!lJj~ LH'lf'UL"flt! b'VI LflYlfl1la.J11fl<;) 'ilu'1Wi'll'Vliu u-:!fln'j'lJeJ\I L":il

.., "' .,...

1~~1J'\ltl~fll1fll11AO':IJ'WUl.fll'W (Level of Customer Relationship Marketing)
m":i'ilmYl~a.i~u1!mw~m1a.ia14i'qJ ~.:i'h.1.i1"il'lllUL'l"li1~'0J~l'111~e:i.:i~mma.J11ri-!n1"1 ~nf11 Ln1't~
LLfi~"YlelCfldlfl17'ijty L~E.J'llu\l~flfl1L~,,\~ E.J~ ~Yl LfJ e:irimnl?I ~mri1'h<liflno;;irnT'll~L~ mnu'OJ~UG'fYl.:Ji)\lfl113.J
~e:ih~~n'11~'1it1flu~11u1mT11e:i.:im5n~1t1
1um-n-11m1'ilmYl~a.i~un-m~~w;i'ei\l"L-HL~\uvlei~il~Gln~n-.;inn3,1c;l1.:i'1 -;l1u1\\L~u-;;i~3-11nV1~u
I.I x I t.t ._, )!I, a,,, 'I
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Ut1H~1um.1nu1~1?11J'llu\lt'13J~unm~'Ylti\lflmcri1.:imim:m1 LY!Lfl~'llunrnjnfl1~.:iv:u lJ\\
SI 't ,:: e S,, - U S, a,,, I

1. iunu11nnviu-lugm (Basic Marketing) 'VilUn~1w111t1 b~ u.:i LL'li'll1ti~u;f1~~1~:nm1~1?1~ E.J

2. i'unu11mniudunu (Reactive Marketing)~~ "llurn1u'll1u~u~1"1lrn~~~mffum~~u1~

II~ .A A ' IJ A ,J II j .... a I A .c!. II I
~"l!'e:ia.imima.i 1o;;i1~ ":ifl.:Jb1uummnua\.l.m Li?IEJYiU~\11u"li1mrJu~1mLwnT7'1Ur:".1.1nu~nmnt1u
llJ Q,I

7
3. tnJJY'U11111rt'flU11-l iJ (Accountable Marketing) ~Urn1Wil1E.J"lt~'Yli~YfV1'i1Yl<il13.J i::.mfll'l'!iltl
u CV ::, "' T ~A

:"f .J.&1 J. - \1.,

t ~t:L'Yl7~tlr:rnwre:i~~nmwmtli~~a.:u~.113-IYiEl"\bbfi~'il.n-o:Glti'LlTla.J'llu'Llfl'V'l11.:Ju~b"ill1\l!i'.ti.:ir11irr1"S".J1mi
V II 9. !Ai.I I 9"' A

Lfl3Jb~.;.JLu~~'tv.uu1.:i
1-36

4. iJJnusnn1i'u1i.J7n (Proactive Marketing) Yi1Xn.:nu"111t1f113.J1m1'Yl'w1~e:i9illl'iitintJ~fl;J1

dJit,-:m~'l LvlmaitmL~'li1.J'1 'il61e:J(;)-.;iuii1Lfl'l.l.tiimt1rli).l~~r1ni.-n'1.V1:i.i'1
5. iunu1m1Hiu1ihnjuihu (Partnership Marketing) ~n'11nuv..:i~m"fi1..:nu~13-1nuLv:itivn
uw;i'Y11..:i1.v.m~qJJu1~..:1<il~'1 L~ei'l~LnC11m11.i..:11u'llti..:i~it~1~~u

4.' ~ ' Q,,I Q,I'

ltl1tl~ll81VUlfti.n~nnJ'n\Uifll'n (Tools for Relationship Marketmg)
mni1m1~~1 l'l-3.Jwunm'V'l'luu"J~:Liv.i1uipn'l~m1~1.~Lfl~ti..:i ~ti'Vlm E.J'l ti ~1..:i L~ eiafi..:1fl11a..1
~3.J~U~~c;Jmiiei..:i L~ti
. 'l~~n'11~mLri~L~ftu;J1"llti..:1L-nc;ivLtlu1it'1 Lfl~tl..:1~ti~..:in~111JILLf1
.,
" _/ ~ J " ...
1. m1m11u1~1tJ'f'Uff1'Ufl111'1U (Adding Financial Benetit) 1nm1un-.;im,-"i1~Lflittl .u,-LLm3.J
_ _. "'.. 1
I

~1.-X~n~1 L~:J.Jffl13.J~Lumi~ti ~u;J1 LLrl~l"111..:11rlLLri~n'11~~tl3.Jlfl'l V17e:i~n;J1i1ti1'Vlqj L'l1L~tJn11

Frequency Marketing Program (FMPs) ~1ti~1.u-Ilu LL4f3Ja~a:J.Ji.3.J~'iJEJ..:lfl1t1mwu<il1..:1'l ucil:J.Ja~a3.J
"llti..:1:U11mfli~~ t)1~n;J1~..:i1.~:1-J1n"i1~ ~.:itJJLL4f3Ja~a3J:J.J1nfu V1~ti~7fi"Jm..:1LL'Vi..:1m~Lauti1ihLLm:J.Ja:i.n~n
I ..i ., ~ ., 11 ...~ I ') ..: .J
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'if:i..J73.JG11..:l'l La.J va:J.Jfl1fl3.J1"LJnLLm'DJ~ blll '1'Ylti'V'IL~1ffi7tlu7~ btl'l!UEJ'l-l.'l L11u "!ftl'1'l-l.fl1/tJ1m1(;)1 E.J71fl1'Yl\ln

Jl1u1nm1~..:1n~nd~..:i~v..:i~m't.;JL~;.1L~3J imnnnm1a~..:1fl113.J'litiLttv..:i'ilti..:1m~v'il1E.J~11..:1ei..:1~n1
nua3J1~mLG\'1 ~~1~GJ~..:l~titl..:i~m"i1~L~j1Uifmt1rl~n~1 (Customer Database) L~tll.tlunW'l1..:ILL~u
'Y11..:i~nlil<ii v'tt1
~ JI/ .,, _.,. ~ ... .... .I ' , .,
2. m11n11il1~ 1EJY'UR1'11i.T~'1JJ (Adding Social Benetits)1tm1TIJ. L"ll'Vlnnm7'Yl El..:lflfl1'V'l tJ1E.J13.J L'VI
nzj3.J~n~1"llv..:1~uLn~LL1..:1 ~(;)L'Vlrim~..:inuLm~nu1l'l E.J~uuaitu'l"15jfi~nn:1J~1:i..1nu i~nii~1u11a..1 Lm:::Lu u
~1u'Vlii..:i'Ylti..:i~..:if13Ji1u'l '"Jln\jn~1t1TI3.J(;)llil:::mnrnll'l-\~n'111h~..j1 <i11v ~1..:JL"liu m~nim'l-\E.JU~ Hailey-
Davidon, Apple Computer 'DJ:::1L~:J.JL"1\jn~111a.1n~a,inuL(;)E.Jm'lfl11..:1,-3J'll'WllEJ\l'il71ri"1mXu'l Yi-!v:1Jn1J
Gf..:I Lm:J.Jfi"'1nTI3.J<ii1..:161 1 ~1..:!'liti Liiei..:i
J . m11rl11Tl91'1afNtrnnU1{(Adding Structural Ties) fiom11mliljjm~..:1"r'J'l-\L"1\jml1'Vlie:Jrl..:l'YJU
113.J L'1-l.Lfl~El..:I SlvtJ1..:I El ~1\1 LYi el miafi..:i Lfl~ti-n1 E.J~ L~el:IJ 111 tl nu L"liu Lfl~tl,/1 tJ1.\.b1~1J1J supply Chain Lvi tl
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L~ LTI'YJU L'V'l ilfl17tJ7'Vl17.J1'\.t~\.bf11 LLn:::a\.bfllf1..:I L'Vlrl m ~ m tl eitl-:r::: LE.J"lf'l-l. L'\.tfl1j~.J'l5tlLLn~U1

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1
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 Jerome McCarthy. (1996). Basic Maketing: A Managerial Approach. 1:fh ed. Home-wood, IL:
Irwin.
Aichael E. Porter. (1985). Competitive Advantage: Creating and Sustaining Superior Performance.
New York: Free Press.
Philip Kotler. Marketing Management. The Millennium Edition New Jersey: Prentice Hall.
Regis McKenna. (1991). Relationship Marketing Reading MA: Addison-Wesley, 199'.i.
Robert S. Kapla.-ri and David P. Norton. {1996). The Balanced Scorlcard: Translating Strategy Into
Action. Boston: Marvard Business School Press.
Sam Hill and Glenn Rifkin. (1999). Radical marketing. New York: Harper Business.
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"Students" (ibm~E.JU) "Business Executives" (~1.J~lll71rln'OJ) "Russian Souls" (1qJtl)1tWl~L;_aW)
~1l~l\IL'liu Cossacks ~\!fl~n~n~rn:::~'Yl:::Ll~.m'Yl:::mu Ei~1"t LL~:::clfti.:im~6imUfll'W 1wnrn:::~ Russian
.A, ILi I ... - .... a '1t.l1 ..' 4ll. ILi
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1. cif1LLthm~LU (Basic determinant)

2. ~-lLb1\9l~fl.1-lfl1tlUem (Environment determinant or influences)
~.:i~ij5'Yluv'J~c;leim"i"@1~ftuh'llei.:i~tl'M~ '<il::Jjif<J~t1 2 qf1 ~u U"GJ~wnti'lu bL~~ll'<il~~mtiutin
U'<il~mnt1LuL1t1n-J1 Basic Determinants Lllwibn1V1\.\\9l~\.\~Ujl\.\ ~e:i rn1"~'il\.l,b'rl'<il~'Yi1e:i~h
.... ::) ..: .!"t x 'I .J ,!=; ., ..
.1-JG'l.:l'YlLuU~US1Wl1tl LU'YlbuUGJ1n1'VIU\9l 'ilfl

Motive

Personality

Attitude Leaming

Perception

111ft~ 2.31fo1i't1111fJ1'M (Basic Determinants)

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tll~ 1tl~tl 'JlJJ-UtHtl 'Jl llP18~ fll'l

II 4 ~ J o 1 ti
tt11iJFt8"n11 (Needs) 'HiJlUfl-' vn1cr1ii11um 1'tnnfMr.1 {)Ufln111Meu1u1
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~1E.J Liu .i't1..:im1m1a.Jfl::~'mflmE.J fl11a.Jtlmi~Ji'E.J '111a.J-!n m1aJv'l...l~\.\ Lllu<lf\.\
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f1..:1m1a.J4ft1..:ln1T'lltl..:IL'iJ1iiu nLii.eJ\l"il1nm~L'iJ1'l.11~'l..J1..:l~..:ltl1'1eJEJ1.:Jltli{,_ml..:I
i;l\l,XU";i::~'l..J'iJeJ-lfl113-JctleJ..:lf117
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'ii'tl\ln1'7fl113J L~\.l.-XuYi 'Vl7am,.yt L~n~'Vl~..:15! L~fl ~1tl tjLL~1mna.J1 E.J LL.Jn ifoiifl113-Jctlelln17L~El~1LV13J5n
nLi'i.eJ..:i"il1n'fo1m~::.i'ei..:i'l.'4L~El~1!il'1E.J'l LJl.\.\'11m~rn~.:in1~oi11w1LL~1"iltL~U11 m13J.i'B.:Jm'7~.:Jn~11LUU
m13-.1c;)EJ..:1m1"~1\.\~<ilL"ila.J1nm1~1wn..:im ti ~-:iiiw~::~u fl11a.Jclft1-:im'7'1l El.:J LL'li~::flu~-:i31m13-J LLqirnh..:inu
5. n11U'1t>~m1 JI !'/"'
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1JJlntJll (necessities & luxuries) b7i:1m L~
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Consumers)
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L~ tlL~ UL~ El~!lftit~1'VJnfl~di bUUL~[h'l~~lflqJ ~1Ji1nfl'OJ::;~'OJ1"ffil.1ii.:1~~<1)[)1J LLVlit'tii.~1um1~Yi.:i'V'l elhfi~~
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2-32

" """1llfl (Structure of Consumer Needs)

1fl1-l.tii11HfllU.IPltl-l.tfll1"lltNPJU1
ti

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~u~u31u'ttJifom1d.J1i1t1\ln1'7hi~U'ij..:l~U m~~~1~1Jfl11d.Jcllt1\lm,.d un~<i11'Yle.mbuL'VlqjUU\l~1~'l.Jm13.l
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m'l<ilt1'l.JffUt1..:i'luLTmeYwm'l iio;i.~iXufluiXum'<il<i11E.JLl?i' b'ltu m13.lvi1m~'Vl1t1 mm.Jeiuut1u'Vl~1J m1~

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2. ,, ""'7
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., '""'
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Tiqll~m':iU~OlAUfl'JUltlfl.:I011'll1!h'I Maslow (Hierarchy of needs) ~iala1'tiJ\'t1fu.J1E.J11 'Yi1Ld.Jfl'l.\L'l1~\l
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2. A'JUJAtNm1qun; (Esthetlc needs) d~h.1im1a.Jrlfo..:imi"lii.~\1~~1u'1 \113-1'1 m1a-1LtluifC1li;t1u
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nTTIJilniri
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L71'111 Ufl113J"~mC1l rimJ\.1.1~
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L~l ~1~~u'OJ:::1cll1um1flfi~t1\.1.3-11mllufo~'.l!t ~\ldL.;J e:i'l~un~m13.Jvmh 'l\.bL~u-.:i~m~u-.:i Lnm~ ut1cll1 tJ
m"il LLaC1l..:i m'Y'ln1'~~V'l~1 ~tJfl113.J~a-.:im"I"ll t1..:if111 a-1~ti\lmitell~..:id

Self-Actualization
[Self-fulfillment]

Esteem needs
[Prestige, status, self-respect]

Social needs or Belonging & Love Needs

[Affection,friendship,belonging]
Safety and Security needs
IProtectionk,order, stabilily]

Physiological needs
[Food,water,air,shelter,sex}

illft~ 2.4 Hierarchy of needs Maslow's Theory

 If I.I I I I
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2.
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(Hie rarchy of needs) ~..:i~u ~nm'J<ilm(;)~\19le:i-:i~<NJU1'1113.!1fl113-JLi'1hL~mnum-N'~~1~ud1~~ 'OJ~ ~

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Tension Drive Behavior Goal or Need Fulfillment

Unfulfilled
Needs,Want Cognitive Processes
and Desire

Tension reduction

ill\'t~ 2.5 Model of the Motivatin Process

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L'\.b'i{:i.Je:J\l (Cognitive)
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fo~ E.J n'OJ:::~~f1113.JL~7E.J~'OJlf'lf!113.JElE.Jlnjei mmi1\.b"lle:l\IL"dll~LUil. Tension Reduction LL~m~ L1~1 ~lU
...,tl ~..:!I. .... ~'){ "" "'"" ){ ' l ' ., "' .......
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 tnl't~ 2.6 A Representation of the Interrelationships among the ID , Ego , and Superego

Id. = Instinct Drive= ifiwnii.~u

Ego= f111:i.JLUWil1 b11 = U'OJL'OJflitti:i.J
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u\l'11h~m:iu"llu\l~fl~nrn'Vlal 3 ~1'1-t~fl Id, Ego LL~~ ~uper Ego ~\l<i!Ellud
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4. Traditional Theory'V11tJ'Ylfl'l!l'~~1itE.J:i.JLllimri1~.a~mJ.:iflueieimtJu 61.!Tl~nrn'V'l ~uei~
fl1J~1UE.J3.I ~-l"ili-l'l LL~113-J'l'll11 LdJ'O;ltLUUEJtL"l mh.:i'l~mhrnrt-l LL~L"rl~EJe.i1.:i~uiJtl.JuEJ~Ul\I LL~ml:i.J
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1. TheoreticalMan.
2. EconomicMan.
3. AestheticMan.
4. SocialMan.
5. PoliticalMan.
6. ReligiousMan.
il1:::1fl1'1~ 1 Theoritical man LUUTIU~LUULUL~tl-:l'Ylfl'l!t~LLr!~L'Vl'iJ~rl ~El fl1'0J~ei5u"11
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"'"~5jm1~nm~.:i"il:::LUitT1uiJ"l:::L1l'Yld:i.J1n
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lJl:::U1'YIYI 3 Aesthetic Man. uni.1U'Y11E.J\.LE.J3J Tltl LlJ'\.tflU'YlLUU'Vlt!.JLL'U'U 'lftliJ~ L"j LUU

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1h:::1.n'YI~ 4 Social Man. 'V'l1fl~'Yi1ti:::L'1L~iJflU5u -;;i:::s:i3J1n~~~

LUft\ITl:i.J LL<l'k14f1L~iJ
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th:::lfl'YI~ 5 Political Man. Y'l1fl~'lftl'ULUU~ii.1 VIJ.J1E.Jfl11~rJ1 UJ'il'ti'U'Yi1titL.J1LL'U'U
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 Early Adopter
Late Adopter
Average
Innovater Adopter Laggart
3% 17 % 60% 17 % 3%

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SI ~A. d .J I 'I~ .. I.I
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L'17 1-l~:!JtJ.l.<Yl1 WfJ~nnJ.J~In"1fl n1-lL'Yl'W:J.JV11Um fiTn~UILL"~L'J!WJn~ 2542
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Assael, H. Consumer Behavior and Marketing Action. 5th ed. Cincinnati, OH:, South-Western Col-
lege Publishing, Co, 1998.
Engel, F.J. & Blackwell, D.R. Consumer Behavior. 4th ed. NY.: CBS College Publishing.1983.
Kotler, P. Marketing Management. The mi!lenium ed., NJ.: Prentice Hall. 2000.
Loudon, D.L., & Bitta Della, J.A. Consumer Behavior: Concepts and application. 4th ed. Singapore:
McGraw-Hill. Inc., 1993.
Schiffman, L.G., & Kanuk, L.L. Consumer Behavior. 5th ed. Englewood Cliffs, NJ: Prentice-Hall.
Inc., 1994.
Sheth, J.N., Mitt al, B. & Newman, B. I. Customer Behavior Consumer Behavior and Beyond. New
York: Dryden. 1999.
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4P's (Four Ps) 4C's (Four Cs)

1. i:-J~<ilnruon (Product) 1. bLn"11qJV11tjmr1

.. (Customer solution)

2. ~im (Price) 2. ~'\.l.'Yl'Wlifl"'Jn~1 (Customer Cost )

3. m~~..j1vii..b1~ (P~ace) 3. mi:J.J~~~nn (Convenience)

4. mn<t"Lm3.m1~~1Y1 (Promotion) 4. m~mm (Communication)

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Concentration)

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2. tr1H'm1wHS~nwcri' (Product Features) V13J1t1n..:i Lilu~n'l!l'mta1~qi~1w1t1~1.:i'lm.:i
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O ther (30.%)

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AMEX (45.0%) \ .
'< VISA (31.0%)
TFB (79%)

1uJr,intJ,::111'rlu'11
Other (6.0%)

AMEX (32.0%)

VISA (22.0%)
\

TFB (25.0%)
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~ Si ~ ~ II.I
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60,001 -100,000 681,226
100,001-200,000 486,841
200,001-400,000 158,401
400,001-600,000 30,538
600,001-800,000 11 ,489
800,001-1,000,000 6,375
1,000,001-2,000,000 9,710
2,000,001-4,000,000 3,261

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m.h..:iL,;;~ iJ<i11L'11~<111im ~Tm1.:i L'Yl'lf>I '!Xu't<l1,:hLuu.u<111L'1i~<i'I"lutlitL'Ylff~'tJlwm'~eiu~u
m.h..:in~1.:i'JJ11..:i ~..:ifiu~1um~~neJu111' 'O,}Um~11fln11~u~~11miluiJmLq;r~~<il~ii~iieJummn~61(;)"tu
1htL'Yl~lv1t1<1\1m~t1tnmL~tl\! 1 1! 2 L~El\.I. L(;)!'.Js:ieJ<11d1mT'llim.1G1'1Gj..:iLtlt.1.1ht1'Qim"ffi!
:lJ'Vll1'Ylll1~tl~:IJfllfll117LL~~fl:IJ1fl:IJnl~~mitr~n'1LLvi~th~b'Ylf!LYltt tf~llEJ~UM.mT'i~fl7~ L~a.J 3 fl~~~ 7-8 u
2533/2534-2534-2535, 2538
Kotler, Philip (1997). Marketing Management : Analysis, Planning, Implementation and Control. 9th
eel.Englewood Cliffs. NJ, Prentice Hall Inc.
_ _ _ (2000). Marketing Management Analysis, Planning , Implementation, and Control. 10th ed.

(The Millenium Edition) Englewood Cliffs. NJ, Prentice Hall Inc.

Perreault, William D. McCarthy E. Jerome (1999). Basic Marketing: A Global-Managerial Approach.
International Edition; lnvill McGraw-Hill.
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t]'.:!6!1Pl~e:J Family L1J'OJu~.:i~u~1'l"~ ~a Product Item nl".ibb!Unm.1:::~~Vlnru"t1emmllwm:::Q~ 'Vl~e:i Family
c:i J 61 9'd tt .J I 4'l - a,, '.J I ~ A ft
mvm L'Vl3.Jm".i11.:in~ ~'Yln'Y11.:im1'ili;n~mV1a-i1:::~3.J nm1'1ei ~~Vl1lnl."Yl'YleJ ~flu~:::'il1:::Q~nm"OJa-imu,i'Ylnn1'l

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d IV x 61 J.~ ~
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'Vl1..:i-Hope" ilu'11 <il'J d~..:1%~ ElFJ1um:::Q ~"111 !U "m1 :l-l'Vl1'..:!" b"lfuL~ m fl'IJ e-J ~ 'ilJlru"t11h:::b1l 'YI "Lfl4e:i..:i ~1 m.:i
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(Cosmetics)" Yf.:i'Vlm!U

Hierarchy Products
1) Need Family Hope
2) Product Family Torileteries
3) Product Class Cosmetics
Center* 4) Product Line Lipstick
5) Product Type Tube lipstick
6) Product Brand REVLON
...
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Product Item m'OJbL!UnWrn.J'llU1V'l ".ilfll 'Vl".ieJ ' ~ ...
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Item 'OJ:::b~fomtlu~Vol"ti''Y11.:l1t'jfl'OJrJl Stock Keeping Unit: SKU

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11.12"" "111..a\11 LI ' aV'\ll o V At 11\1 A I .... ~
~lJC1leJ\I L<ll'\1!1"1 ba..! bbrl~<111a..:~'ilbJlh~~\l~'lJeJ\lf!l1"Ul ~tJ L"!! L'lf'l-b Ul LtllJ1" 1l'fl'Vl1"eJV.l Ltl(:\~'i1<111 11'\IU
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A ff I ...

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Services ... q:Cll~a.J "Zttia.JUlU "16'1"1

~ _I J If_ 19 Y
2. fl1U1flfJV1:t:iJ'.Jf1'flfNn11'1-11 IVl71

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Convenience goods ~'VI~ G'ltj 'V!u-:ifte:i~a.i~
...
Shopping goods Li"Jei~UL"ll~ L~eJ ;;_,

Specialty goods 1b1EJU'fi '1L<i1~1e:i n~ei~~1 t!'j;U

Unsought goods L~U~Uf1'1~'1n~1\'LaJj-.trn L'lfv. L'fl~eJ\I detect 'fllV.
v.1e:ij~nwi1aJ~<ll~ei L'lfu
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Materials & Parts - 1'<1lrJ~lJ
'-1 '
- spare parts (1~ L'Vlrl)

Capital Items
(1) Installations - buildings
fixed system
(2) Equipments
Supplies & Services

QJ .... "
... '
di ...' ii ,._. _ ..........
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L~eJ-J~ 4.2.2 fl1d~~5UL'O,!L~mntJ~1tl~~l11nnl..ri
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n11-:i (Width) m1a..im1 (Length) bLli'l~m1a..i~n (Depth) TI:1J~"th~L~UL~e:i-:im1:1J
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11.Jit1u1umdbb61l.:i-ifu (Conpetitive Advantage) ~-.'l'flil
- I.I~- ~- ...... ' ...... J. ,dil: 0-
2. fl'<ilflld'il'il-.'l'Vla.JU1b'1dl~'Vle.J~'ilflnb"Ylbb'il~:::mb'V"oleJ'Yldl'Ubl-.'le.J~flld~1bUUflld (Perfor-
mance)
., I
.
Lb'1~fl~3-!'1n~1
AIV~
,, LU1'Vla.J1 mm.:i e.J~111nru.ritXu "lllli~L~mnur1i;fe:i.:i5'lmTIJuvnu
AIV~I
1111 bL'VIU-J"lleJ" e.J'111111lli"Yl'il~'il~PilUfl'l1:1Jb'Vl3-11~1:'13-1"11 eJ-.'lrll tli:.J~ 'i111lli"Yl el tlbrl:!JeJ
'IJ

3. n'<ilmdmd31 i:.J~'ilnnl.orl'V1'11 ~rif1 b~m11 1.J e:i{111t vJ~te:i ~-.'l'OJ~rin~111nfi3-liill3-I~'ildlflldt'il

'IJ

'lJeJ-J~ 111 ~1VlflTI:J.J bbfi~~1Wi'ldeJ-.'l'ilmlil LYit!tJfltJ ~LL'li.:iif'\.-l, "llnl.~L@) mnu~~'ilnnl.orl bbCfi~~

~1 fl'OJt5l1.:i"OJ~1111~ LL'ilfWll-.'l nu U'OJ~ti LV1 f11djj ~~Iii eJ flldrll'VIUlil flfilJ'YI tr'Yl1'1 flldiilm i;i

Lrie:iflrnf1111e:iu~ 4.2 "OJrnb~'1 ii:n~nmma..il"Hl

1. e:inrn t1m":i~111~uhb~mnu~1'\.-l,ud~r13-1"l1e:i.:ii:.J~iilnru."Y1'1.!li'
2. e:inrn t1m7rif111~uL"ilb~mnui:.J~111.nn1..ribb'il~~rif'"J'1.~
3. 1L'1d1~'1-1tJEJ{111tvJ~tEJ'lJEJ'1~~'ilnnl."Yl'i,fli'
 A V ,., SI I - _, 6'.JJ u I
- lloJ~Wl1lr'.t"Yl~l'\.l."!iEJ3.J'1,,11al1'
., (Information Products) LL~:::lloJ~'il.nfl.t."Yl'YILn tnn'l.Jfl1":lfllEJ1l1'V'l

(Image Products)
.J ........ .... , ..,_.
'llru:::'YI NEC's 3.JmEJe..J~'il.r.ru'Ylvmn '1fl
A ..it I ~
~'b'l'ilfl{'J."YJ LYH:lmi~~Wlel'1tl'm":l
4.1 '
LL~:::
.A
- (Communication Products)
A t{
~fl'ilflf'.l."Y1'1tl3.J'V'l'Wllfl1
.A 4.1 '
- (Computer products)
...J .-,-.,, ..... -. u ' A
'11U1J"ru'Yl Michelin 3-!6'{1EJlloJ~911lfl.t."Yl 3 m~ '1el
- m ..:i1'm.1u'fi' (Tires)
..:
- LLi:.JU'YI (Maps)
LL~:::u~m~~tl'\.l.~'l..ln'il'illf\11' (Restaurant-rating Services)

"''" I -1 A <V J
1JA'98~111Uu1:i.'r1JNt'lfl.fltl.!erl

a'J'\,n.h:::a3-1~~C11nr.1.en tll'"lLLU..:Jfleirnll~~ (Dimension) qJl\l'l L~~.:id

1. n111.mfN (Width) 'Vl3"1EJ~..:i ~1'\.l.1UmEJ~~c;inmer1 (Product lines) ~\l'Vl3.J~~fi'"lm1Laue:i~
.J G I _.., .J "' A .. II ...J . I
til~l~ '0Jlflf11''r'fYl 4.2 '"l:::L'VIU11 'UTht'YI Proctor & Gamble ria'Vl'J"lflL3-11fll 3-l'1113-:m1-l,,el'1'11'\.\u1'::aa.J
... .., t{ I A .... ' I I.I
~~'il1lnt'Ylfl~ 5 6'{1~~ fl'ilflr;;."Yl l.!"~:::nei~~1t1

- ~~sHn~e:in
- tnft~i.l.
- atl
"
........
W!flfl3.J LL~:::
4-12

2. nnut111 (Length) 'V13.m.J~.J -.j1'\J,'.l'I-\ Product Items ~alti~~-:l'Vla.J~ Lu~1u1h~ff3-J'lJtl-:l

~~Vlilrnori t~tifl~OJ1n'YJmm.1e.J~'llilrn"Yin;.inu LW11YH~mnu L~tJn4hmh:i 'l..;L.;;id1ff1E.Je.J~t11ilrnori
ma~~ftU~l~~lVlL.;;U~-:lmla.JE..111 3 4f1 ~el
- mu.1
..
- '
Lf11~'YI LLfl~

- L~'ll.tLm~

- mint Lm~ regular

t11mn Crest :0 3 'lJU1~ ~tl
..
L~n

- nm..:i LLfi~

L'Vlqj
L'li'l-\dn~111~11 m~~u Crest :Om13-J~mti-:i~1uth~~3-JLUi-L 2 x 3= 6
., QI'" - U ,.. eJ. I A ,_,., ~td,
4. fl1111l1t!Jflfl1JtNnU (Consistency)'!lv.J~l E..le.J~'llflt\l.'n '1f.JVl;.J1tJfl.:J LLt1l"~mt1e.Jf!<11mU"Yl:J.Jf111;.J

Ln 6"L~ E.J'l nuLULL~'lJ el-.:!

- N'u~Ttifl
-
" .... ..
m1:J.J11m1'Je..r6'1t11
- m1~~'"51viii1t1
"1~"1

innum.1L~mLl/1 OJ1n4!1mh-.:i"l~L\1u11 ~1t1t.1~qi.ffrnori'lJei-:i P&G alm1:J.J~eJ(;]fl6"ei-.:inua-:i L~T'lt.11..:i

..
n6"1ULth.1i~\.b~l L-rleim'1Uilnfl (Consumer Goods) ~mm'1C1"111tJe..i1u'liti-.:i'Yllm1~(;J'Oj1'VIU1 lJ~13-Jrl'I-\L~
.iJq]~.J~~\:i'fiumOJ'liLllULL'l-\1'Yl1.J'lunTl~CijJu1~-.:i'llti..:inOJm,.T~t1n0Jmi-m'"1IL~3-Jf111:J.Jn1'i..:1~1t1
nl'lLGi:J.J Product Line L~3Jf1113JE..111~1tim'NJU1 Product item LULL~~~ Line LL~~L~3-Jfl11:J.J~nlVl:O
fl11a..J'Vlmnvimt1 (Variants) 'lu Product Item
 Product Mix Decisions
u ' ..,
9l1tlr.rn 1.l11'TI Proctor & Gamble USA

Product-Mix Decisions

Disposable
Detergents Toothpaste Bar Soap Diapers Paper Tissue
Ivory Snow 1930 Gleerr. 1952 Ivory 1879 Pampers 1961 Charmin 1928
Dreft 1933 Crest 1955 Kirk's 1885 Luvs 1976 Puffs 1960
Tide 1946 Lava 1893 Banner 1982
Cheer 1950 Camay 1926 Summit 1100.s 1992
Oxydol 1954 Zest 1952
Dash 1954 Safeguard 1963
Bo~d 1965 Coast 1974
Gain 1966 Oil of Olay 1993
Era 1972

.., 4 A'. ..;, .,j ,, 1'tl _... .._...

11Cl-3'110fl01fll'Utl't11'Cf11::11tl.:tYI 4.2.1 mn l 1~U{)UAO\ln11i.J 4.2.1
' ' ' r
, g 1 .. "" .......
'UU\.rJn11nfl1'1't1'U"UJYI 4 flft'Ufl 4.2 116-3'1 4.2.1
4-14

I I I

,;a-3fi 4.2.2 n119'~acu1111ou1nuu1t1Na~nwer1

.,. .....
tl'Jlll'HlllrJ'\ltlUJU.INilPlftWcrt
'
Gi1till.J~111Jl'rnsn (Product Line) ~1 n~:i.i'lll.Jll.J~'ilnrusn~Yi1V1u1~tlli1..:iL~mnu'Vl~tl

'l.n~L~ti-:inu
'"31'VIUltJ'toXnun~.;.i~t1~1.n~~5j~rn.ffittL'YllJU61 nu t<11m.J1u'Jftl\l'Yl1\lmdoi1V1u1 ti LL~tm"i~\ldlfll~ril'VIU<11

't1~<11L-..JUe)u'Vlrt\I
.., I
fll8DH
Product Line 'luu~~Lfl~tl-:i't~Ylvh
., a
Line 1 .. . <iJLtlU
... .,
Line 2 ... 'Vl:i.!1~'1'!111
........
I

Line 3 ... Lfl1l'3"1im.Jl

I
' Al .. I.Id"
LL!il~t Product Line '0Jt3-J Product Manager virn Line Manager 'Yll'Vl'\-bl'Vl'"l<1lnld~Lm Line

Product Line L\U.l'V111'Yltn~ti

Line 1 ... flrntLLYl'Yltlfll"lil1
... '
Line 2 ... flrut1f11nTI3-J'1li'f<i11"
Line 3 ... flrntLn'lffi"imGilil~
Line 4 .. . flrnt1J'1V111~n-;;i
~ I .. """ ... J A A!"i
"1l.JLL<i1~tmU.t'"lt3-JflnL1J<1l'Yll'Vl'l-l.1'Y1L"3-Je:J'\-b'Vl'U'ILu'U Product Line Manager
tl~1._,'t1n1711:i.i "1tJ~~.inrnsn~-ltli-..iLLil-:1't~1m:i.imrn.n'~l.l.5n Li"" LL11-:im:i.i~u71nfl nn.;.i1mni~~'il
m~<1lol1'VIU1E.J ~..:ifi't~mh;i'11LL~1L'\-bL~tl-l Product Consistency

.,.
fl11llfl11~'H
.
' Product Lme
~~<1lm1mE.J~~'llnrn"ti ~il-:i'Yl11rn~eJ-:1~1fi'ty 2 L~e:i._, ~il
1. tJtJ~'UJtJ (Sales) ua~1h1~ (Prolits) 'lltJ-1 Product Item U'110~'111uir1tJND'1nworf ~.JdL~ff'llt
't~i.i.1Ltlri1V1U<11Llj'\-bnm~'Yln 'lumw7'Vl11~ii91nru"ti' LL~~t Item ~ei~1unTI~LL~c;Jei'ttJ ttJ7't~~'!lil\l'il~wi
(Market Profile) L<11tJ~11mrn'Yl'LumdLLU\1~1ulil~1<11~ft1~t11f1tlEitL1 L~e:i-;;it't~11.J'ii1LL'VIU\lll.J~'ilnrn"ti'
(Product Positioning) 't~mJ1'\-b~~'OJtTIJ~tinunTlLL'll..:i1fuL~ Yi1't-Xll.J~<i11i'rn~Gn3-Jl"rntl~7tl<11 (Survive)
LL~t~m1L-..i'1qJL~t11'11 (Growth) 'lu~~(Jl '11.:irnl"l~ 4.3
 Broad TargeL
1)
0

Low
Risk ~~~~~~~~~~~--t~~~~~~~~~~~~Hig~

Motor Risk Motor

0 A"1mt1.m
(L\1.'V'll::: Tax1}
Narrow TaigoL

~nnm'Vl '<ll:::Li1u.11 mn4~~'lf~v.m7bbu.:1'1i1bbV1U-:1'1lt1\l~u~1"tu1pfi'<llth:::ffu1u1~nti ~D

m'7~1J'ilm(;'l'Y!Wl(;'lL'Vlaj (Broad Target) Vl~t1'ilm(;'lL~vn:::!Yu'l11:el'uvirt\I (Narrow Target) LLft:::
A " LI f"J.-. ,J. ! A ,,Jd ~
n1'7Lfttln'LI'7:::nwimtlt1Wil'Vl:i.Jfnl:i.JL~E.l\l~\I (High Risk Motor) Vl'7Cl1"flE.lWil'Yl:i.Jfl113.JL'1EJ\l'il1
(Low Risk Motor)
L'Wll'V-l'iill::L \1u't~~(;': ~'"lv.11 u~'lffi TIE.ll::U1":::ffunti aL1Jtl~~ LLft:::V.11"1tltU11\lfil LL'Vli.i\l'ilULCl\ltl~~u
~1V.'llti\I Broad Target LLft::: High Risk 1~ti~'!tum-ru,.:::n\.IJ1E.!'l'1n~'7ri~rnr\t(;'l ~1'1-~n1\IL'Yl'Vlth:::ffunt1
- ,.._ V ' tot I.I ..J....... !! ._, I.I .J .......e: ._, '' I ._,
LL"l::L'iil"HlJ l.J lflf1nl.'r11h:::nu.r. ti L'\,;,wm 1.Jl\t'Yl:i.Jfl'Jl.1-J L'1 tl\11WUCl WY".l! 'll~'t1'1'Vl"1'jUf1'7l.h::mW'lt1~\l'i\11J
U U I

I I I
.d...::il ~ I l-' A '8 -'
'ilft1(;1LQ'Vlll::'Yla.Jfl113.JL'1E.l-:lfl~U'1J1-:l~\I fltl "'7mL'Yln<ll"'
I.I-., f" I.I o 6\ l.I
~'i\l(;'ln11"'11E.l~~Wl.f!tWY1"11Cl\l~Ufl1LLl1!ft:::m 'iill::11\l'il1LL'Vlit\l~~W1.flnl.'1LY-IE LY.1J1"dt'fl'il~1h:::'1\lf1Lm:::
A U I " I A U ' .,..;, U '

I.I .., ' A ' Gt a LI

~ti(;'lflftCl\lnun~~'Yl1!'Vl1\1~7n'ii1'1JCl\ICl\lflmLuumflqi

fl11tfh111tl1UJtll1'\ltl~ Product Line

J
Downwardft..:l:!-ll'YI Low End
4-16

fl1m4fu~ - M 100 - ,;i.~13.J

M150
- 3-J~'ifU - 'IJ11a~
L~u'Yl-1~ - 1-Wu~u - flrn
...' c;
a1L'VlllJ'Yl Stretch Downward m~dl:::
1) \)n~LL'Yi.:i-truha.i~ High End ~\l~E\IL'<ila.J~ Low End "llfl.:l~bL'Yi.:iu1.:i
2) '117.:1 High End ~<ilUvtja'.j Growth ~1 ~\l~v.:i"llmE.J~\lLll~ Low End
I o 0
~ C"A \111 J> I ., I A ,:i&A, II I .,., U
3) Luun~EJ'YltrYl'J1\l nu~111'<il:::L'1J1 High End nt:iu L~tl111WY1~ mnflmJL"ll1 Low End 111E.J'Vl~.:i
II ..r:l' II.I I I
4) L'1J1 Low End L~tlnU~WiJ.:I
... ,.J ., . .f\1.1"
1.2 Upward Stretch n'<ilm,.tlEJ'Yl Low End LL~'l"llmE.J Lme "llULlJE..1.:1 High End m'<il
Lilv.:i'<il1n L~'Wl1~ High End a:i Growth~~ 3'.in1h~
P11edH Ll11~ui" - Ll11 - Ll11L~3J1tl"lf
Lucky Goldstar - LG
National - Panasonic

n'<iln17Li1~ Middle End LLft1"llU1E..I Line mm b..J~.:l'UULL~:::s:i1.:1

1
1.3 Two-way Stretch
.,
' ......
Vl"Jt>r.IH L~n'lfa m61f1i High End
t t t
L\JlfoGi1 '1"1fln Middle End
i i i
L'lf\Jih ~~'1f1 Low End

14" 19" 21 23" 29" 34"

~.:im7'Yiwttud ~tl\l7:::1,:i1.aJ1~Lii~m1::: "Overdone" ~tl ~m7L9i3J~~LnitLiJ'<iluer'U~1.nflLLE.Jn

"
Product Item 'hJe:mn Liu n7nb'1Jtl-:lfi1'1J\.l.1~ 19" ntJ 21" m'<ilLflftfltl.Lnu'tll
 u '
9l'J8l.ll~ Major Change
- 'ltl~'l-l.~5J<1l"a"ii~ -oJ1n CHAMP Lllu LANCER
Minor Change
o I

- Lfl1u.:imrn:nm~L;'l-l.'Yl~~bm~ ... Lu~LJ'l-l.'Vn!1mn

Line Featuring and Line Pruning Decision

... 61"'-
Line Featuring flu m1r.1 ~'VILrn?Wl113.JlflU.bVl\UU. Line
.. .,'! 1~rn~un
... Product Item <111'Vl'l-l..:IV11
., ,J .
I ...
a,, A..,. t ...
'VIU.l'Yl~-:in~nu

fl1801~ 11il 1f11<il "A" tln~-in~~::: 300 1J1YI L~eHWl1L~~vi bL~1~~'l1fl1'll1~~::: 100,000 1J1'V1
.L.,.. . . ,J..
'V11 'VILn~mvmn~nt'Yl~ (Prestige Image)
~
LL~:::LuU.
L" ... X 11 '
"Traffic Builder" 'Vlfl'\.l.L"lJ1a.J11rn L1U'll1'1H~::: 300
x
mrnu

t ..! ~ ~ 't '""'

Product Item uu m .JLuU Deadwood 81f\ln:::<i11LJ a.13-ie:JU.1~<11
0 ....:
'Yllba.Jtl 1.

u .o1 ,I 4 ~ II ,. _, .. """"'"'
'Hi'l-3~lflffnll11ue111a11:::&1t>-3'fl 4.2.2 m.nn.h~u{)llflO'\ln1na 4.2.2
I t T I
, !!! .... ct ......
'UU'l..l"l01111fllll'H'U1fJ'fl 4 fl8'UYI 4.2 l18UI 4.2.2
 .ct~ 4 CV G
l-3il1'UlVINtlVlilt:ucn (Product Life Cycle)
-. i t b.J~-:lqJ\.L~
1
unm7<ila1(;1<ilfla-:ln\.LH11 Product WiJ'lt~-:i'li'u~ Need .rmJLqJ Need 'Ylii-:1 '1
:0 Product Yi1'w1X1~ Serve Need iXt1. Product ""Jta1~~E.J LL~t\jfl'YlC1lLL'YlU~1rn'Ylfltut~~h1~'1 ~-:iiXu
I -....,cld dA "1d-.-.a. 1-. a d . . , a'
Product LL'ilatqi1 'OJ-:13-J1-:l'O:.JT'll1'ililv-:13J\.L n~11ftv 3Jm<11 3.JLLn 3JL'"'1tl 3-Jq)lE.J <11-:im~'YI 4.4

Ul'Yl

Sales
& Sales
Profits

Profit

Intro- Growth Maturity Decline

duction

1. Introduction: Lilwil1-:1L~3-JqJ\.L m'lL~tJt~'llil-:IE.Jv<il'lllE.J'ltEJ-:1~1 LLat'W$lrhh

2. Growth: LUu'l11.:i~'ilmC1liJJ3J~u~u~1mh-:111<11Li1 ilm'lL~3-J~U'1l~-:in1't,-L~ui.~~<11
3. Maturity: Lllu"lf1-:i~m7L~Utqi1m-:im1<11'll1rn~.J.J'Yl7-:ILLa~taei411 Liiei-:i'OJ1n~u~'tnft~1u'lV1qj
Lth\\jf1~1 LL~1 fi1L7n'"lt'Yl7-:1~1LL~tL~3-JaC1l~1 rn~Utl\.L
4. Decline: Lllw1h-:i"r11LJ E.Ju<11"ll1LJ~<11a-:1 rhh~(;'l~-:1 L'Y1i'.l~uV1u-:i~,-~rieiC1lvein-;;i1nhhLmi-3J

........ .,. ..., JOJ J

l.:Jil1'1JlVINCIVlilt:ucrlflUflflqYllifll1flalil
Introduction Stage: L~3-J~ti~~'i!Jitu'fi\jm1-:i Lotflqim(;'l Liiti-:i"OJ1n~ei-:i1.i'rn~11.umirhl~~u~'tnfl
E.Jel3JW E.Jti<il"lllLJLW~tE.JtLLin-..it~l
fl18th~ trnn~<ilL~mi1<ilm<11L'YILJL'Vla-i'1 'Wil'l.fl'lj~n tJ1-:lftUL'i1Ufl~-:ILL1nUn11LUULm1n73J
 Promotion
High Low

Rapid S!ow
High Skimming Skimming
Strategy Strategy

Price Rapid Slow

Low Penetration Penetration
Strategy St!:ategy

Rapid Skimming: vh Promotion ~\l bb~~~\l'nfll~\l .rnt.11<ii'~:J.J:J.J~S1U~1l~flfl1'6f1UL'Vlqj

ir.:i1a.Ji~rnJ ~<11.flni.'1 Lb'1li1'1i~mL~1 n'<il~Lllun~:1.J~n~1~V'l1e:i:i.J'<il~~e:i ~~ 'ilnrn'rl"i.1.t'L~YfuYi "llnb~L~mnu~
I ~- ' II' II'
bb'll\lflb13.Jb"lllcl-Jl~1t.I

Slow Skimming: 11\l~Ufll LVl.lJl~t.1v1\JTWll~\l bb'il'Yi1 Promotion

~1 fl~;j'Yltdbuu~m,-'Yi1
ri1i.1Lb~bL1n LV'l'n~"ll1 mbV'l\l"llrn~~~11~-.J1t.1~1um1<11~1~~1 'DJ~i.~:;..i~n~e:i Lrie:i~nvl':iim1:J.Jflu~~C11nrn'1
.Ai I I.I .c::I. ~ 41=1. '
""" I .A 'LI ''1 I.cl I I
~e:imbm 'il'11~3.J'l!'Ul~L~n LL&'l~a.J Willing 'Yl'<il~'DJ1t.lbbW.:l (Niche Market) 'llnb~b~mnurna...1a.J'1 LL'll\l
" ..
Rapid Penetration: '0.1 Promotion ~\I bb'1l~\l'n"11~1 bUUfll'':rbUUflT'H'DJ1~'il&'ll~e:J~l\111~L~1
,%, Q I .J
flli'lt.l'Yl1i'U'DJ~L 'Vl:l.Jl~fl'ile:J L:l.JE:
'
- 'ilm~a1'llu1~L'Vlq,i
- ~u11nflif-:ii~n~u'11ii:e:it.1
- "'"'1 "
,, fl'13.Jm1:1.JIn'ile:J'flf'll
t:.J'l..n I'

..di '"fl.I I A I It.I 6i

- 3J b6U1 b",,l,3'11l'DJ~~flldbb"lJ\l"ll'U~\l b'Ue:J'Ullfl'fl
- i11~~~~1Ju..j1m~1n "lilt.I1ummrn~1n <iluv:iu~e:iwibt.1'lum1t:.J~'il'<il~~1~.:iei~1\l

I S.r I IJ" :
0 0 - ~"" d
Slow Penetration: 'Yll Promotion '111Lb~~'il\ldl'fll'lllt.l<f:1 fl~;j'Y1!i'U'DJ~b'Vla.J1~b3.Je:J
.. 6' I

'1l~Wl~'lJU1~ ~VIGJ
'
- bU",,l,<11~1~Yit1~e:id1'11
.. 11.1 I .A I I V II
- 3'1bb'U1 Ua-J1T~~~'J~b'll\lb'1!13.Jl'IJ1.:I

- ~i:11nf'li~n~uq;)'1f)eii1:ih.:i~e:i~Lb~1
 CV I I
.,
.dc;d,
Growth Stage: "n'lffi.l.::;b(ilU"!leJ..:l'lf1..:1Uf1fll
.ca'. ..I' G I

- IUl(il"1J1rn'V'-l:J-J"!IUltn\ITI(ilb'd1

- ~1f1 Early Adopters (f1~:J-J~u~lnf1~1u~u~1L'V13.iL~rie:iu'1u5u) bfi(;lm1:1-Jvmh

- n~3J Majority L~:i.J~e:i t:-J~111nmoY1"ttJ1fitnflu1,m~1

'
- ~LL1l..:1dl1U
., L'Vl~L~:i.JLoii'1ii111m(il
.. Lefue:i~~111nm.n'~rn~m::;L'Vl3.i'l LLJ;'l::;L~3J'lfel..:ivn.:im"J
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1. L~l"!lel.:lt:-J~111nm-n'LL'ii"::;11iu-;;,i::;tJ1ul.J1.:i~ru..n1~ b~3J Product Features L'Vla.J'l LL"::;tl1'u'l11..:i

~ ~ A '-' '
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4. Lvl3-J11el.:l'Yll.:lnl~(il..;jl'Vli..i1iu Lb"::;~(il'V11"11l.:i'Yl1.:IL'Vla.J L~3-JL~3J
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LUQ!il~1'Vlrn'da.JOJ~b'Vl~l~L~'l-t (Key Player) 'd11UL'VlrY'l e:i ~ 2-3 'dl tu ~.:iL~LtJ~iuu'tULLJ~u"rli.L
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.., d I ,. .., .d. I I ..., . . .... 'i ..,
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I .J ... I '
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I

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4-22

..
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.
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WCRJ'U1~tl-3'Yl1.:JLV13.i'l
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Review Committee ~'OJ1,.rn111 Products ~5jEl~ <i11L~LUU "Weak Product" L~EJC1.)"il1n
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~ :~ I'-' A ct '
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Position) LL'iln~1..:inutu 1111~1c;i1u!LI'llei..:ift1Ufl,-ei..:i<ilm111 LmtirnYI tru (Relative Market Share) ~1 rnV1<1J
~ A "" ' " " A . - . &I i' " I.I .?I
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Stars I Question
Marks
10% I
Cash Cow Dogs

0
10x lx O.tx
Relative Market Share
 ~~C11ilru.n~5j~1Ufl"Iu-.1C11n1~e:itjtu~~t1LLmV11X1 L~mfluunt1~ LL'll'1iu
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~~r;i Cash 1~nu1fi1GJ
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2. Question Marks 'V13-11E.Jii..:i
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(L"li'U m"Wi1 R&D Lm~ Marketing) ~~C11ilru"n"1un~3Jd~.:itJn~.:1Lfl~u.:1V1a.J1u~1m3J11 ~ei~a.JL'YIL3j~~'U
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I

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1. U1 L ~nfl~Uc..JL'\Vl11t1.1."Yl'Yluf.J L'V.fl'l3-I Question Marks L'V13.Jfl113.JL'IJ3.JLL'!l-.l'tJU
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2.
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~lll~n'l~n1J~~'1lilru'ti4f1~5lD"V.1'1'il b"llu Question Marks 'Vl~e:i Stars

fll 1TifMU 1N0ftnt'UcrJ.,11ii

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I .. ..:. V I
(New Product Development Committee) 'VI
fl113-!Ll1\l."ll'u1JVl~eim.:i1~<ilei New Product Ideas LL~~n~\l.rnu.:te:ie:ina.J1Llli.tLL'V.1f1~~~'ililruon (Product
Concept) L~e:irl.:r'liu1~YJ.:in~'V.'V1~nL'Uei.:t~n1 3 ~1u ~B
- ~lt.ln17'11~1~ (Marketing Function}
- i::l1u1~u & ~l;JJ\l.1 (R & D) LLn~
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-i1a.Jn"V.~cnJu1~~'11ilru"n61'Vl3.i ~.:11h1n~h~.rnw~ 4.6
 Fm~~&~~
+
New Product Development Commitee

...__ _ _ ___,..._ _ _ __.~- -- -.. . --... --... --.. . --. . . --- . . --- - [--:r~-S=e~-1
Product CONCEPT
I

Product Prelim Spec.

Physiral ... ~sba~ :

Package '
[R &D] (Marketing)
Sizing & Pricing
- ----- --- -- --- -- -. --- --- -- ---'

h.}:ll'U Pttxluct ~ (R & D~ Content Brand & Logo

---. .
- Package Packaging (L'ULL~~un) Marketing Stategies Plans

~fl~Liiw.i;iTla'i.4~1

Product Samples - Ingredients

(Final Spec) - Cost
Consumer Research
'iluEW.
Packaging
LLn"'l11a~1n Artwork

I~1~1'"'1u
i
I-I 1.h~1"'31iulil7~JJffn~Mi 1--
R&D Rew ~at _..
Packgmg Spec
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Package Marketing Action Plan
- Machine ~
Llili~JJnl''l~~lil - Production Process ~
~

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s
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......
4-26

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... ..., ., I II tJ ..
"m1a..1V13-J1E.J" 'Yl"11m11mrn'\.l.m..1 6 i~mi fleJ

qf,/ ,cf q .ii:;iJI:;

5. Personality: P111irurn VBf1U.J1JAOnnm11tNP''llA1U'U
~ 1 .,.1.nfl ii.nm ... Boss 'YlLn\I ...
"LUU"ll'''. .. 'Yll 'Yl~'U"l
II ., A '8
I
... I (
flU.)
~"tqiL~1u1 ... (ft'qi1 )
. ...
...
.
V\"lel ... 3-JV\1'd1"n'1.:l .. . ("1\l'llel..:1)
I
~

.
.q ., ., , fl _If ~ Jl.q JI ..,
6. User: '111tlUP11VBf1t1.Jn9ugmrnumuwn1'11ir'llA1UU
"LL~'lh" ... LL~U1U 4f111'il'mi
" P & G" ... m1 office L-a'~UL'YleJ-fbit~ 'ViflL'Yl'lffV-1Yi5leii1ei

Brand Equity
<;1115'!-1,~1 ulei~<R1u1L~~"ll~mrn..1Luu~'!.l.'Yl~ (Asset) "l!El'1n-.im1 n~11~ei Sj3;J~'11~;ei.lmJnu
L~ n~md n. ;el n-.imi "ll. ~"Sja'\.l.~l~~El~flUl~fl&inm"llcli'ei..:1~1mL'V'l\lfl11tJn~ Lfl'U.~1 Goodwill ~\lnflEl
I ~

fi1 "E'.i~ei" 'Vl~El "~m" '1lEl\l~u~1iXu

 ,,
Carnation
Buitoni - Perugina "
....
fl'ill~

.., I.I ... ....

- Marlboro 31 'WU~l'\.\L'Vl1'llqjf<'Vl1j
,, 24 ,,
Coca - Cola
,, ,,
Kodak 13
~ S... .cl-. ~ 'l., ~ ,.. .-. ~ . .
6'1\.Lfll'Y\:i.J Brand Equity \1\1 :i.Jmi:::Leiei
IV l
Vlfl\lflni 'YIWn-;;inT'~ .~ Conpetitive Advantage L'ISU

- 't~<$le:i..:1L~t.l~lli'~1t.1Y11\lnT~~~ll/la.Jln L'V'ldl:::flu~n'ilTl~U;fl~BtjLL~1
- ~e)1m-;;i'liei1ei.Jnu"llci.J'Yll\l~l/l"i11'Vlibt.1 Liu Yfw1h..:i'l ~mei~-oJuui1ffi~~..j1V1'1-i1t.1 (Distribu-
tor)
- ~1a..111ri~'mmL~~-m-:hfhi.'11'1fil.~L~mnu'llt:i\l~LL'1i..:1 L'V'ldl:::wm~u~1'Yi1V1u1~ Differentiate
~1Lfl\lL~~'llLv1V.LVl~fl~LL'li..:i-a'u
- i1t.1tVi'fr<ilm1a1:i.J1'7ri'llmt11~1n'"l~1tm1~1 Brand Extensions 1~'1m.di'i.:i~1EJ

~1lJLV1c;i-d n-.:im~1mua.nn1ua~a'J'S11"L'YI~ ~'1LVlfl11:i.J~1~qjnum11Ji'V111 'ildl~'\.\;)1 "1)~111..:J

A _,, ~ x ,..l - ..., 'IV ~ :\f
LL'Vl..:Jf:l..:lnlJ'il..:J~lLL'YIU\I Brand Equity Manager 'll'\.\L~ellJ'Wl11~U'Y\"~'V'IE:..!1111'UL~HJLfi:l.Ynnh:::L'Y\ffL'YIE.JbeJ'1n
I I I t;;

.,.. ... 'l ~ ~A.\19.11 ' -~ ~1 ..

q]d:::'VIWlt"l..:Jfl11a.J~1fltlJ ".\L1tJ..:JU -.;)..:! Ll/lnl'Vl'U~n11:::LL'Vl~"lf1'ilL1fl~ "Bra..'1d Thailand" 'JJ'U ~ll:i.Jma..J~'1L~:i.J

m-m..:ieieinLtluvhLL1..:1~1~qJ

.,
fl'l8!1H
' 'l~man ... BKP
\t I I SI
mm..:i ... vt1c;i11
\I
l"11i'ln ... 1..,1/l
I -~
 A A- '
l-1'11111"lf ... 1"m.IU'1l

L~~!l'IL~vJvh

4. Company Name +Individual Product

"' '
fl18tll~ Kellogg's Rice Krispies
Kellogg's Com Flakes
Nest Cafe
Nest Tea
L(;lE.J~mruLL'm "Kellogg's" LUU Company Name L(;lE.Ja1 Rice Krispies LLn~ Corn Flakes
~.J'Vll-11E.Jtk1nqr~"ll'.nn-n'11LLn~;;11LYl'iWl1a.J~1~u Lllu Individual Product "1.lnt:::~mruvi"'-:1 fi111 "Nest"
Lllu Company Name 'lJEl.J Nestle ~1U Cate 'Vl~!l Tea 'LIDn"hLUU n1LL'Y.JVl~D"ll'1

.. '
.., <!l - "
UU 'l'rlHG)1Ufl11fl.:t'lftlfl1UIUA1
a11~vrm rnLu1m.:1~.,,d
, .... ..,
1. VBnV1.JBtJ1.Jtntnnv Product BenefJts
U
mem~
I
Pretty
"'
Quick ... n1"~V'l1~3Ju <iu~tl~1E.Jil'LI"
...
Short & Sassy } LL"l53.i':i~7t~~ ~u LLn~ a1~~'11~11"
Long & Silky "tmtl~~l\ILL"lf1L'Vl3.J"
Yfu'l--amLLntl1V'I }
tl1 (;l'VllE.J '"Yl1t1t.hV'I Yfuh"
 , .cf' .,
2. VflflVNtJtJNmtnnv Product Qualities

' , A:f 0
3. ~1tJVl8fl1111tJn'fl1U UD~fJA1Jl

.,
fll8!11'1
' lJ~~ L~WlJ Llh
'il~'il:3-J mvh
"
3-11~1 ~1~1 l1L1 ~~~~

4. iJn1m11Jlan 7Jmilrm1m
.,
ftltltlH
. Watchdog LL'lf~LUqj-X
'Y1l'l"lJ11

.,
9'l8tlH
' 'lfl~u~ri~1 Nova "llt.i'lma.Jim'l!l~lu~Lllul~L~
W'l'n~~1tll'l-IJ11"M-1mllu LLllrd1 'W~._:i

Brand Strategy Decisions

...
a.J 4 Ll.U1'Yll'I flt.l
.
1. Line Extensions <ilTI~U~lL~a.J LL~"ilm~ Line 1~~~~d-J Size, Flavors
u 1 .a1 ""' a
Vll8tJ1'1 1J"i'61Ti"i"ia.J\Pll 1J'!~LL'Ylrn'11'Y1

u~~~'11mt.i~ u~~ excel 'W~'l'rleN m~m;ei

u~a1JJqjn

2. Brand Extensions 'ilTiriUfllL~~'IJ.l ~LJ

0 ~ ,., -
L'i!rn.J~t.l.'11
' \! 161 ""u .. ,., category 'IL'VI~
I
 3. Multibrands ~ I.I - r.:6 " ~
'1it~nCategory Lill3-I LLqJ6J brand L'V13-ILYUJ"llit
I .:

fl'JBUl.:I p & G LilUL~1'1J8\1~'1i'nvfrin 9 d~e:i ... LYiaila\lnU~LL'li\l~'U

~ U d ~ .,... A I..:
4. New Brands n"fll Category 'V1U-ln L'V13-I Brand VlU'1 t:i~'Yllfl11aJL'V16J1 ~ff6J

fl'JBUl.:1 m~~" fluftLntl1

fl~VlB3.J U1ft3-l1e:i~y./
Category rna\4u~tJLLUiA.tl11.f1l~~mmnlil nl'~~.Jfftj'Vlm.Jflu~Lnlil~\l~~LV13-J1~ff6J
..: ''["' .,
"llfl.l.:::'Vl LL"ll'6J\:1U1fl6J Elf\~ ~L'V16J1~ff3.JlLf\1

Brand Repositioning
mi11-:1~1LL'VIU.:l'llTlftU;,'1L'Vl3.i L~ei'll~LtJim.1Lumrn,j-:i-ifu ~-:rmtii.'llti.:1Lfl~ti'1~6J~ti~.:i'll'f'l
7-Up ~\IL~3.111\l<ilUV~~u Soft Drink Market 'Yi11.~clfB\lLL"1l.:1n'l.J~'1 Coca Cola LLfl~ LUU~ lfl~1 ~e:im~.:i
't~ Reposition 1111m.mn~'l.J~Uwd1 'llf\1111 ii 2 Segment ~e:i Cola LLfl~ Uncola LL~"l 'Yi1 Campaign 'l~
'll"Lilu Leader LU uncola market ~.:11J7~ff'l..lm13.1~1Li'"l3.J1n'1
mTI1'1~1LL'Vl~'llT1~u~11V1a.J5n~1uil1\IV1rt-ln~eJ mru'Ile:J\I Disney Land ~m.;11ll'tv.EJhtJu~1
L~h.m<ilt.UB\111 Euro Disney ~.:itJ~fftJfl113.J~6JL'Vlft1 tiiei-:rnn~tJ~1.rw113.iLL","il11LUU Disney 'lJEl'lLLYl
vffo'W LLfl~L3-ij11e:i~<il7-JL'VIU'll1\lti1:-ru !fim.J1 Disney Land ~\l'Yi1Repositioning1111mtJ~uu~m~t1rnllv.
Disney LL~"l<il134~1tl~m.Oe:i-:iLLfl~lh~am1113.1~1Li"il L"liv. Disney Paris LLfl~ Disney London Lilv.clfu

II T . . 1.ci.. ....
..,

,
.::$ .g ~ ~

...
' ...' ...' ' ...' .
'HD~~lOflO'HllU8't111T11~11B~YI 4.3.1 llCl'J U1~lui)U~flilfl1'UJ 4.3.1
UllU'Jn11flO'Hl'HU'JUYI 4 ftftl.IYI 4.3 11BUI 4.3.1
Q.
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fl1Ul'HiJlrJUa~fl11ll1.flflt}!"UtH'U1'iiJ.Otucn
.., ' ..9. ... ..I .oil .., " .al It.I
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4 I &I A .., '
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I
4ll .... .... ._, I .-i&\111 4J I d
"m"l!U.,"'L:"j'd~" 'Vl7Eim-:runmr:n "Package" en~3J Ll'l 3 ,-~~u n~11~e:i

..I x A V ~ ""'4. t I.I"" '-'
1~~'1J'Yl 1 Y:1'\ll\J,1'Yl1J1~mLUtl~'1'il11nt'n m..1m1 "Primary Package" <111eim..JL'll\t 't'::l'lll~
V o ._, I

L'1~U 1nu'VIU1~ Old Spice

..... A' e II 4alI I 1J .it I A' ad I
i-::~'IJ'YI 2 'Yl1"f.'"1'Yl'YID'VJ3-l Primary Package m..1m1 "Secondary Package" ~.:lflflunnEl..J
m~l'l1~vie:i~3-J"!!1~Ln~u5nfi'V\\i.:i
' 11.,1 Oll:f, .d \ .1111 I , , I

1::~t!'YI 3 lJTI'l Secondary Package 'Yln~'Vlnltl"'] 'VIW:Jt!L"itlml "Sh1ppmg Package" L"l!U

1n~u1n'l).'VIU1~ 12 n~D\IL~nu"i~L\J. 1 ~1..1 Luu@i'u

V1u1~ih~qrne:i\lu~!1rn.fi ue:in'OJ1nrn-n1~vieiL~m.Jnuei.:i~u~1LL~1ifoLllub'1~Cl.:ia4ei'Y11..Jmi-'ilm~
(Marketing Tools) ~~1~G}~fl'Vln1tlU"i~md~.:i'iiEI'ti.Jd
1. vfJ-11fJJ'uUntJn1& "Self-Service" Lrit: N'u~Tn~4i'l'l~U L-o;J~eJ~Utl1'i113-J~l~\l~VlU1~u11.:i
9

~ 'll
.....~ 6' .l .ce I J 4 ~l T d I II .J
1JTI'"J1lnt"t'l'OJ~'i1El.:lfl1~11n ''"lmJ'ilULeJ-3" 'll~'Yl3-J~LL"li..:lt:ltlL'il3-J'lfU11..:IL~rn.'!1.IVIEl'OJ~1VIUTY1

- ~1.h~uh
. v ~ .,'1.,
- rnm~rnrin~"llei-lr1um L~

- ~~1..:im1a.J~uh'lVILn~nu~1.17lnfl~\lit1'ttlmd~~~uhL~e:in.fE1~ut11~u
u II .qr.
'll
JI "4 .q7 ll.q ~ ~a 1.1 _,.. .a ,...J
2. n'11'1'111U10'flR t1lflRflVIJV1 11'1 (Consumer Affluence) 'Yl.:JUrn'Vi'llt~'lJ"i L11'1E..IU~"r1'0J~

"ll1E.JLL'Vi-:l~UL~nueiu;."4ei1.L~nnu~u~l~elEJ~U'lJTI,nru.fi~~~ 'Yi11,X~u~1nflf~n1JilL"Jrfl~LU\.tL~1"ilD'3Lb~~
A JI."~ .J ..
m~m13-1~~n'Yi~
JI /,,c:/!!!! ii-. IV .q JI ._ Q.I I I

3. wnw1nnounRl'l1lnRnVA11f1UPl111tJ::nun11 (Company and Brand Image) \111eJtn-lL"JJ"I,~

., .ii ~ .. "' '1 ., ~~ v ' 'I "'ti
'rlU 7-ELEVEN ~.:tLu1E..ltn~3.JeJU Package "lleJ..:ldlUL~Ul<ild?bLn::'1nqJ~n~'llt:l..:1 7-ELEVEN L'Vl dlf1!J

LLrlnlE..IVllc-7t.17lnti~-3U'WL'Yl~n111,700 al'lll 3j3,1~~1LYit1rnYi1L3'.l~L~utw1!!-nmJV11~1~

~ ~

4.
q' 7f'. 7
I/II.I .q
IJYJJ1Bm11 '11flllf1flflf11tJU1Plfl1'iJI '11UR1UV'11fl10l'fl (Innovation Opportunity)
U p JI U ' t
L"lf'U
I

A U ' ..l'\ ~
~n\1111rn'Ylmvn1n1~ilu.:i'YI L"!fi:-11 Easy Open 'lf1t 'Vl~eJ~"l'.1rn'Via.J~u~.:in1ru'lJe:i.:iu3Jn~rnt11D.:i<11-nv,3,1
I 't IV -! ~ V A .,. .c:il

Lllu@i'u
4-34

fll"ffl~&'M1il&~rJ'JftUU11,fttl.!cr1
nT~~WJ'\.\1'l.J~.nru.n~1vii1.i e.i~<11ilruon~1V1it"61 ~fJ.Jm1miqi''llftt\hV1ft1rnh:m11~1 tin'\.\~fJ

- ih::nnifnd~
... ~
LLU'lf1ill'llel.JUTI~ilru.n
'U.l.Jt:-IG'l<11.flnt'Yl (Product Concept)
(Packaging Concept) ~.Jmiii!ti.JGifJ~fl~e:i.:inrnLU'l~'ll

il1::m1Rat>~ m1~~ft'\.\hLUi-ltlfttL5u~ L'li'\.\

- 'll'\.\l~

11111.J
"
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v.einnn~ fJ.J~tl"IBneiu11h:r'"] 'llfJ.:iti~ilruon LJ'.:iiilu.:i~e:i~fl~e:i"nunnEJY1~~1u11fl1 mi5.JLm3.J
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1. it1_J11LiJ'\.\~uT11fltl1 Sj1111L1t1n-l1eith-:rh
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3. tmn.n'e:i~ft~L~mollei"n11~i..t.~1 L'liu
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I

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m1fl'vi&u1~u~t.t'lfl'lHlillfl
Q~1n ~ri.le.i..:i$jm-n.J~u1.l1..:1L~ei'l~(P.)YlU~aJtJ~L~:JJl ~tj~m3-ld~i'l Ivory Yi1m11.liuti1..:i~mn'h'l~
i1..:i 18 '1~~1u7m.J 2011 m-oJmi11t~11~LL'll..:i'ifutu<11ml1l3'.iBV1n~~~..:iq)eJmw1t1tl1..:i~1n~..:i'lu~L~4'!.h~uu
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L~rl'l~ 4 .4.3 mw~nl'rn~.,:im1"1J1t1~u~1

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'1.~
2. n~~'Yln'Yl1..Jm1qi~1~1u1pn'GJ1fim1 fli-ei11fl'l:i.J~\ILLc;imi-Luu5.mLu1L~rl1~~Lintiu
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a.J'U'ml'TVl~.\!m'l'lm.J
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"'U~m'J" 'V'lim-1nw~-:1i;ltl.:iB~1" ujm~1'1.u'hm'1111nm1
u7m1Liluri1uL'V\qJ~~u~1u1" (Major Service with Accompanying Minor Goods) L'lfu
.. l!f .-l 1
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mru.~ LlllEJi;lT'H'11El"'Uu ~-:i'Yl LlllTI.JfilE ''tl1nT~" Luu~'JULVIG,i LL'ilna.i
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Vl~tiWJt'l '1a'1
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'
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Li?13 UU1'Yl1\I~~~
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Personal Needs Past Experience
Communication

....
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Perceived Service

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~.JAP4
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t i
Translation of
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t
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.
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'l~~nt11 ~~uimiil~i~L'YIG:i1~tl1:::~ufl113-Jfl1L~ Li'fa\l-ov1nm7L~'l.fim,Yl,-1vit71n11 (Faster) LL'1:::\)n
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Des Dearlove & Stuart Crainer. (1999). Ultimate Book of Business Brands, UK: Capstone.
Geoffrey Randal. (2000). Branding znd ed. UK: Kogan Page.
Philip Kotler. (2000). Marketing Management analysis, planning, implementation, and control. mil-
lennium edition. USA: Prentice Hall. Inc.
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~--~-~---- tfi3-J1ru.
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Break-even point
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~ Target Profit

Total Cost

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Sales Volume in Units (thousands)

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5-18

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TC
AC =
0

fl1'l~\l'l1fl1LL'U'UlJ1fl LYi:JJLUUfl17LiiuVJULUULflntrn~u~1'l\.bfl17n1'VIUl/l'l1fl1 flt) 'OJtL3J'ln m1 fl1

~1n-i1'Yluii.tLe:i-:i aia.i17ri~"il 1'lu.n1~<11-:id

:, v
fll1fl~11flllJ1flillflftU'JU (Cost-Plus Pricing)
Liium'l~\l71~nL'llt1mnJ1n-.j1u1uttle:i~L~\.bqj-.j1u1uV1rt.:1 t-ll'1nu<liu'Ylu"llei.:iflu~1'Vl~e:id1fl1'llfl-:J
'
aull1 fl1'l~.:l'l1 m 1ndUtla.J'lUn'OJ fl1'lfl16i'I LLntn'OJfl1'l~TLI ~fl LY-l71 ttie:i-:11 LUU~n~~, ti~ '!ill u~ fl1Tt..nn
d
'-i1U1ULU e:i7L;uc;lit'OJtGlfl'1'11\.b1nl.tl ~i.:ii1fl1\.bLVm 'l~~:i.Jnu~11.-H~1 tl'Yll.:1'111"'1 LL~t~1'li'~1 t1Yll-:Jfilfl3.J LLqj"ilt
" I

mrn-11n~e:i tJLL~L'Vlu~uu ~nu"'flmiIB'lle:i-:iau~1'il1 t1 L'llu f11 LU\.b~\.b~l~"lll tJC/lla.J(]~m~ (Seasonal Peak)

'Vl7e:iau~1'1113Ja~Hut13.JLL~1 ~n'OJtjjm1mmtlu7t~r;i'11"ij.:1'lu7tE.JtL~3.JLL7fl'VI~'lw11ru.t~n1~.:itlJ\.b~itt1a.J
~.:id Lv1ei'OJtl~'!flllL'iftJ'lwi1t1vi"'"~Ru~1~1a~t1 'Vl~e:i'"Wttlu~itt1a.iLL~t3la9iein~1.:ieitj LLqj~uf11tl'lt1J1'YI
atl/l'Jfl~el (Convenience Goods) LUUflUfl1~ie:i-:i;mJe:it1 ~e:ivn1(;)~1rnL~tLUUftU~1~3jm,-LL,J.:1iun\i
a.Jin ~-:i~ei-:i~m11.11mtle:i{L~u~~1 m"OJLU\.b 10% 't(;)LLTi a~ tJ1nm ~uae:i '-lVI~ m~vhi Llluiu ~l'VIW
~,.,.J "I~., .. ~.,,.l,.,6].,X.JL ~., ., . . . . 1 .-a !'-1"",
n\.bfll'Yl'llltl Lill L3-J1Jtltl\.bfl 'Vl'lekt\.bfll'YICi'ltl.:I L'!fb\.btl'YI Ufl1TI1'1rt\.bfll3.Jlf1Lbn1'0Jta.Jm'll.J1f1Lufl7b"11'Wll L1\1'1 b'lf\.b
'A ~A II?! &l~.A.t.1.f i &I M dG A , .. ~9" I &-'.J.Jllll1.1J:'a
LYltl'l'\.l.L'OJU'l Vl'ltlfll LlJUft\.bfll'Yla.J ~'lftlfl El\.b'fl1.:l'OJt3Jj1\.btillfl'OJt3Jfl1W1flLUtl'lL'lfUCTI L1'ij'lfl11~Ufll'Yla.J ~Jffl:J.J
JlUttlln'OJ\.b L1iu Lfl~D-lL'Mf'l 46% Tl\-l.1Jlf..IL~tler141 % n~a-:iti1~ 28% 'VIU-:J~fl 34% bL~t~\.b~lq)l:JJa'~E.J
itt13J~1V171J~V1qj-l 50% Lilucif\.b m~~",., mu1n'OJ1n~ufJ\.b't~~um1a.Jitt13.J L~d1t 1) L'Vla.J1~51Y17i.Jn"OJm1~
L3J'Yld11Jtl.:J ill\.bYJU~u~1~ LLi.iuuu Lrn1~m7~'171fl1LLuud'"Jt13.l iim7LtJ~ E.J~LLU~'I L~11~tJa\l~'llfl\l~~~1
"iltbtJ~ E.JULLtln'I 2) Lilu1nmTYl'Yi1'1~41 ti'13-i~.:imn hl<liei.:1L~rn1~1'l\.bm7tl-utJ1" 3) 'Yi1'l""ilmm'YJ-:i-ifu~1u
dlfll'l!EltJL~d1tdlfll~tltlfl3.Jl'OJtLYll'l nu LL~t 4) 'Yi1L~Ln'llfl1la.J~~m73J7tVl11'1~~mL~t~1J1E..I n~11fie:i
rfo~tla''l~ilm'lLU~ E..1\.bbbU~'I ~'fll E.J"V~"wtia1e:im5~\.b'llfl1 LmuntJU~~fl LY-l'rl~iifl':ilL~W ~~C/ltllJLL'Yl\.b~
~~n,.~a.JLL~1 m,-~-:i'l1fl1L'llt11mnn'"J1n~u'Ylu ~1a.J1~riri1'Ylulll't(;) 2 m.h.:i fifl
 nm;nrfmn 5-19

.._ JI .... " st ~

1. lf~fl1f1Pl'UfJ'U'lltNiT'UtJ1 (Markup on Cost) LUn11"'il..:171'1~ l?lE.Jmu..:iri..:i'ilU'YJUU fi13-117fl
1 . ,di ... .... ~

Vi'"l1m~1 mi~..:111'11
., 'l~ 2 m.h..:i ;;e:i m7~..:i11m1viE.J1J1n'11n i;fuYJU7'nm~:::rn,.~.:i71'1111?wJ1.nmiuY,Ju
~um..!1 ~.:iit
., y

1.1 n1'iiU1Fl1 T~U'lnntnnm.J>]JJ'iW

I
~'U)01~ lJ~e.l~'il~~~l'l!'Ul?l'Vlrt..:i!i'11uVJU71~ 2001JWI ~el'V!U1E..1 ~~~'il~el..:Jn17~1U1J'm
,.,

LVi3-J 15% ~1n~U'YJU~'\Ul1 ~..:i,:'fa Tlf:l'J.:1E..l~U~l'OJ:::LUU 230 'lJ1'Yl

tll'l..l'JW 71m"1!1E..l~U~lqlE'VIU1E..I = i;fu~it~U~1~:hl<ilfJ'Vl~1E.! + ~1UU'JnL~:hl~<ile:i..:imi
= 200 + 30 = 230 'l:l'Yl

15 x 200
= 100
= 30 'l.JTYl}

1.2 mr~nm T~o11-mumlu>]UNJJuJ11

Pl'Jt>tlH 1Jm31~UVJU~ULLU"lLUn17e..J~'il 50 'l.J1'Yl'ilfJ'Vl~1E..I ~uv;u~um.l"N1nm7"1!1E.J 10
1JTY1 LLn:::'l~ri1"1Ul?l'3'ilT1~1U1.l1nL~:hl~1n~i"1~VJU~ULLU"l 20% u7lifif111~..:J1"1fnflU~1L'Yi1Ll?l

= (50 + 10} + (20 x 60}

100
= 60 + 12 = 72 1J1'Yl

.... ....
2. lfAfl1f111A1111flfJ"UA1 (Markup on Selling price)
"
Pl'Jl'JriH 1J7'!ffitJcli'uVJU~~f]flU~1a.JlL~el"lJ1tJ 451Jl'YlqleJVIU1tJ n-1i;rE:J.:irn1~1urnmfJ:hl 10% "lJel.:I
71m"111ii 'OJ:::i;rE:J..:Jril'VIUl?lTlfl1"!l1E..ILYl1ll?l

.., ., J
'ilU'VJ'!.-O~'\.l.'11YlJ.m.J = 100 -10 = 90%
,., ~ ., ...
I

'il'U'Yjil.61Ufl1'Yl'?.11E..I 45 1J1'Yl = 90% 'lleJ.:!7lm"ll1t1

~ I U

90% 'NL'Yllfll.J 45 1J1'Y1

45 x 100
100% = = 50 1J1Yl
90
50 'l.J1'Y1

I
10 x 50
~.:i'OJ:::'1.@1~1uu1mVi3-1 = = 5 rn'Yl
100
 V11e:if'i1wmuL'l.J'l.Jli'w'lfflrn'il L~~-:id
m.Ja.1q;'r1fl1'll1E.J Lllu x u1'YI

4fo-:inT'iri1L1 10% 'lle:i-:i x

~\JVl1qJU'V)UL~~-:id

" 90 90x
'tl1E.J x 'l.J1'YllflU'VJU xx = - 'l.J1'YI
100 100

LL'il1"l'YI u'l.Je:inqfu'V)uifu~1 = 45 'l.J1'YI

90x
100
= 45

45
x = x 100 = 50
90
= 50 'l.Jl'YI

3. 3ivm1~u11vv9nToi (Mark up Chain) Lllum1Jf-:i'r1m"ll1E.J~u~1lcm.J1nmvl:i.i'OJ1n'r1fl1"ll1E.J

'lle:J-:iflumn-:i ~-:inTl~-:111 fl1'1Je:i-:iflumn-i'OJ:;!il1-:in'l.J ~IN~'il L~'rl:;qfu'VJU"ll e:i-:iflumn-:iifn'OJ:;Lllufi1 L"lf1fl~-:i

ftu~1 ~1Lnt1'ln'!!t'1au~1 f11 L'li1Tiu dJu<ifu ~-:imn~'OJ:;mme:ie:im.rntJuqje:iV1ii1me:i-:iau~11~ ue:in'OJ1nd

LL~1 f!unm-:iifn"l~-oj1V1u1t1au~1V1mE.J'lfit~ ~-:i~u "lum1<ff-:ii1fl1~~1tJ~'!~~-:1Lllumw1rn~:i.JLi11Jlu
lli''Li'VJU V1~v11fl1"1!1me:i-:iau~1~~e:i~n t~E.Jm1ri1V1u~Lllv1L~ulfi'~~~11'0J:;'l.J1m~a.i"l-Xnuthi.~1qj1-:i'l w1\
",k '"""'"" ~119"
n'llue:iyn'l.J~n~'1Jv\J~Uf11~1E.J

9i''JtUh'I 'l.J~MYl~IN~'ilLi'qJU'YJUnl":ilN~<;)

27 tJ1'V\qJeJV1ibt1~IN~'il<ifv\Jnl'l~1Utl1m~:i.J10% "llel\J

'llfl1"111E.J ~-:i~ii. "l:;"111E.JifU~1LU11Ti1 27 + 3 = 30 'l.J1Yl bLa~-:iL~~\Jd

')lfll'lJlE.J ::;: 30 = 100% ')lfll"!JlE.J = 37,50 = 100% ')lfll"!JlE.J = 62,50 = 100%

' ' '
ft1\41J1mfla.i = 3 = 10% fi1ummfl:i.i = 7.50 :;;; 20% ft1Ulnm'!N:i.i = 25 = 40%

cifU'VJUftU~1 = 27 = 50% cifU'VJ"4ftU~1 = 30 = 80% cifU'VJ"4ftU~1 = 37.50 = 60%

., ... ., ., ft .,., tJ'"
~IN~WI ~m .:i ~m ~n
 nfUJ'Ylf'r1FJ1 5-21

I
V ~ A
'
AIJ'
11fn'lJ1~ = 'il'l-LY:'\J, + 1".-l.'lJ1nLY-13-J'Yl'i1l.:!rl11

27 x 100
:;::;

90
= 30 '!Jl'YI

27 x 100
11~Y1'lJ1E..! = ;;;;; 301:1'YI
90

.,

,
.. .;
't'li:mnflflflll111.t811Ul'11::118.:I 5.2.1 lli.11
... '
1.tllit1fll"iftflll111WUIYI
..

... 5.2 118.:lfl

5 A8"11'fl .
"' ... 5.2.1 t
ti ~-
I
_ ..... . _ ....
IU'l~IJ{IUflO{lfl'l1tl
1 t
5.2.1

I I ~

.:!!:I -=- Q.I 0 .o:t .<:!.l '

118~fl 5.2.2 fll":iA.:J11fllU1.J'Ufll'U.:JfJ~tJWfll

'TtmTTULUinnnT7'Yl3-Jl.:lfl.:l~ruf!1'YI ~
A..::ii ...
... -..... ..I d J ~
A I 1': L~it: LiJ\.bmru"Y1'1~t13-Je::J..:io;;i1rn:111lJ1"lle::i..:ifJmn 11~um
e::i
IJCJ c;I: ..... II 9J I 21

"lfii.~tXum1)jOqJ~~1L'Yi1L(;} 1~ tiUJti1il.:ii1.:ilfiu'YjWlll..:J~'tltl unrn11flnl(;}"il~L-ifL~~ti.:i5lti'Yl1.:lfl111fl~1(;}~'1,L'l

L'1fu m1l~:mu1 rn1'li"v~un..:i1u"1!1rn~tiaTi..:i 'lni.~11Vi'~~ei1~TI.ij
., :!!) ., ~ ., r ., ..1 ., " "'!":!3 ~ . . . -r_ " - .. , " ..1 , ~ ...
mm.n..:JL"lf'IJ. '1Ufn'YI L"lfn11L~~Ul.1t'f11.:ltl'Vll L'Vli!.J"llflb"1tJ.:l ~lJ''~Ulflf!tJU\;l"illtl L'IJ.11fl1'Yl'ij..:Jn1T1>1'1-Lfll
.J.Jt1 '1 I~ ....... .., I I ~1- - A~ ..:ii .l .... ...Ji.f ~ .J.11" ~ .d ..~ 1.d
'YltJ'Vltl L3JL'l.J'IA.'Ylt'"ln L'llu ~lJ'7UlfltJU~!ltlbfl1l..:J~1El1..:J'Y13-JtJ'Vlmuu'Yl1'"ln 'l-l.'71'11Y:\1-ln11Lfl'H:J..:J~1El1.:l'YI L3J3-J
I 'l
ct "'.'11.1".. ~..,. ~1*"g
EJ'Vlti LU\.blf!U 'Vl1ti~U'11'Y1YmrnT\..i.'111t1:a L'VIL'Vl'\.m..:im13..!'1..:J'Yl'IA. m1 L'lf..:J1EJ LL~~"lf 'VIL'Vl'l-l.m'lru1h~LtJ'lfU'llti..:i
J11 i,, A. 11.cl.., 4 ,. '

~u~1L~mliJ3J11m\1..:in11 il'\.j,~1~ ~L~ln"L~alimqJ~~-m~11 Luw lf'IJ.

A I " ii.... ::: I A '-' '
Perceived-Value Pricing 1pn"l'VlmEJLLVl..:J L(;l3Jfl111fl..:J11~1"il1n'ltll.fl1'lll..:J ~~w111ni.<r1'"J1nm7
... ... ..... -:1 _ 1' _... - .. 'I ...,.) ,I V ..i ...~ "l.J ., I

W'l'ilO..:J ~lJ1Lnflmnn1..L 1nmTJJe>.:11r;n'"l'1ti mi L"lf'11,...l.J'7~~a.im..:im1111m<11'1!1eiu'YI L3J L"D11flit'f11\lflnl."1

~ .,~ .. - ...Ji'
L'l.l.m1:1.J41>lnitnfl~'llfl..:J ~'ll'ti

1nrn1~.:l11'11 LLlJlJd~~~l<ll'1~l.:lflllfl1iTh'Vl'!A.(;}'fi1 bb'VIU-:1 ~~111.rlru~ L"lfu rn1ri1'VIU\;l LLV..1~(91

0
~ ~ c;iJi'ru~~1'Vl~lJn~3-JLU1Vl3-J1tJn~3J 'L<11n~ :l.J'\11'1..:irllU11.:l LL~1..L'lru.I'l1Y-I L~~~"nfl1 'Vl~..:J'"llrnXue:J1 u~'c;m1,o;;i~
'11(;}1h~3-J1rul.!~3J1rud'11<11~1"l~"l:1~.it~ LL~1U~3-J1~1U1ru~n1~.:im1~~!;1"lil..:Jh-l..:11",.!, fl11~-l'YJ'u.LLG'l~~1..L'YJ1..L
<iieiV1ii1t1 ~~~11"l~L~n1h~a.i'Viti~"l~~1LitumT'l'1~ei'hl V11n~3-J~..:i"ll~~1L~um7~~lflLLG'l~"111t1"lu11fl1LL~~

~PA11i~~i\ln~1n1V1i..i.~:1.J1 V11nyL3J~3-Jn~~"'Yl,,.
.d Aid .d c:l _,....J. .... I ~ I " ') I I _,, ' ... Lf
e:imn'VIU.:JLiJ'IA.11!'Y1L1tlf:11 Value-in-use Pricing 'il.:l11'11'"l1n~tiun L'hff!"H"lf ~nm.11.:J'llfl.:l'l.J'l'l!l'Vl
, ,J.d V .ct.cl - d
"1U~'3fl'Y13J11fl1 2 11ffl ~1Y:11JLfl:l.JY:"1i1U 3-J":1'11:1.J1mTii,;, LL~~11fl15'3'1tl.L.~1'Y\(;}fl11 fle:J 100 ~o!.leii..i.~
I .. I '

'"'4 adl .. -i
....
LL~~ 105 qjmJe:J'IJ.~ ~fo~
 fJWl:UJUVI
... 111JtJillf11fl'U uuu Premium
.....
fJWfllTll\'UJ
~

flrn111Y-l fl113J '13JlJ7~l'11J

' ... .J. - m1aJ
IGJrn~Yltr
... .J. 1.40
~mm1110 ri1"V.'lu.~1u '"m.m11 1 fi1ii.L"V.ft1'V. 0.15
m~~ri.;i - .rm.1'lu. 2 ft'tlm~ - mEJ'l'" 1 ~t1~1~ 0.80
"j~lJ 'l"VIL\1.YntLfl:i.J... -
'l .. ~
Vl'Yl-:11~tJlJ 2.00
U.1<110TI3J a'IXua'l1'" R&D "m.1 aieua'\.!ov. R&D a.i1n 0.40
m~tJm:imaJ - tlmh-mm tin'l~wn3J~'lJEl
m mi
...
..... "
- 3J1'lfEl'YltJ'Yl - -
-
.. ... ' -
3J'lJ1E..1<1113J'YIEl-:lt"l'U.
0.25
5.00
11fll - 1001tle:i"V.~ - 105/t!El"V.~

~.:iiXu ~u~lnfl~L~e:in../u
w , .. Premium l~ fltufJ1L~3J
5 qlm.Jm~~
'Vl~el~1el ~1-l"l!El.:ILL'Yl'JnL'ile:J~ rl'1e:i Caterpillar~ ~~El ~flLU71fl1100,000 LL~~rn'11~ ~~fl~lli ~\I
1.:i 110,000 L!lmt1~E.JrnVit111nrnL'Vl'mL'ilt1i-ne:i..:i~LL'il.:1~"111E.JLu'Tifl1 90,000
' I I '-'
1"1fl1LL'Vl'Jf1L'i1El1""lltl.:l~LL'll\l'il'l.I. 90,000
~lml~fl.:ll'litn')l'iltl.:I Caterpulla 7,000
6,000
I A '
...... I

m"11i.:imium1"i'Yl~m1 5,000
rm11..JiJ-.i::ni..b~U1Un11 2,000
,1.J~fJl".i1.1-J 110,000
"
-10,000
'Tifll"111tl"llEl.:I Caterpuller 100,000
~q) LL'OJ~l "tlflltl\ln1".i~\l'TI~11 LLllll~Tit.:11.:i~ru~1~ ti n1'J~-!1.:im1-luiii..:i ~ ru'11LUfl11 3-Ji~nitn~~
"lle:i..:i~u~lnfl mii~E.J'ilm~'"l~LUULfl~El..:i~e:i~Lflunnv11flrn~1Lumnui'lle:i.:i ~tf~lnfl
1nm'lm~u~~.nru~rn~h~~u71i fl'luim"OJ'Yi1l~~..:1~1e:i ~w1i fllt1d
u1-1~~~111~tlmrn4.wvh 3 LLvl\I AB LLfl~ C ~~'llffi<11.flWYJ1 ui~ A 'fi't1..:1m7 ~\l'Tifl1 ITTCil~
lv.Jw1'il1a.i~ru~1"0J1nmnui-ne:i.:i~u71ifl (Perceived Value) 11i~ma.i1"7n'Yi1...l'i1~-:id ..,
~..- .. I ~ t' AA.. g,,,I( I
1. "'J1inl1u1~1uU11R11fltJ1IH (Direct Price-Rating Method) 1!i'Ue:Jl'OJCill.1-J~'lfElq]7-l11'J1fll

m"iLUULvi1t~ ~a.ia.i~11L~'Tifl1 LL~t 152 111'Y1 'il1.1-J~1~tJ

ITT'ili'lli-l 3 u;,;fi
44 _, ,
.
.-iv ,,
2. "'Jlinl1v1ZIJJUf11n'}fJln1111V1 (Direct Perceived-Value-Rating Method) 1!i'U
2551.Jl'Yl 200
---
... 'I
m-.;i"OJ~L'VI
~

fltLLUUTllJ~~tl 100 f)~LLUU u~1t~~~~jjf)~LL'UULtJL~LUU~~111.nru.ri~.:i 3 ~~ti 'il13.J~tuf11~~11i1iflfi~

11m"7'"ltLllu ~.1-J3.1~11~~e:iL~fl~LLUU 42, 33 LL~~ 25 m.1-J~1~11 L'TI'1l3.Jl'lri~.:171m~uT11l'i1~-:id
 nfllJ'Ylfn m 5-23

A ~ I.I ...t A V ~ .Q J.-.J A I 42

'1'3-J3-JC1111fl1 'Uf'l1LIV.n E..lf!El 200 'U1'Yl ~h:l'l,l,U '1W1\'Y1~ 'Y!"f'il'OJ:::3.l flnl.fl1 = - = 1.27
33
....
I
...
I

IJ.J tld!fll L,;\~ ti

I
= 200
A AA .t I
'lfU'il'il 'Y1 ~'il ;},It'll = 1.27 x 200 = 255

L'lfuL~m nu "ll'\ti11111P11tm
.,
.,I .. '
~nl.fn LYltil..inlJ fllL,;\~ E..I
I . =
25
= 0.76
33
., .,"' ....
I
..
1/1\IUU La-ltl LY! tltlnlJ11fl1L,;\n ti
., ...
I

= 200 x 0.76 = 152

3. 1H1iiuti'tJ (Diagnostic Method) L'Umcil~m1~J~U;)11ii'EJ\l~'OJ1it\l.1 U'OJ~E.J'Vl~ltlD~1-:im-.;i

~E-:iL11n1itHXt1 tl/l~.m1'0J11ni.1i:!'OJ~rn~1~~'1 LV1~1diil-rn1nmi~J L~eini1'"l-:trt1fl1~qJ~filll11 Lllui1~~t1
~!i~Y1nvmqitimi<ii'i11~uh~ti~i.u.i1nJu LL~1"l\1tt1V1\(nm1~fl1~qi L(;)mmE.Jrniirn.Jnui1~~t1~L~tina-11
~\lfl~11 L'1'~'9J LL~1rfb\1fl:::LL'UU 100 fl:::LLUU LL~1~1/l~TIL\1~~Cflilruon~\I 3 ~~Cflilrnon ~1'VIWLLqln:::i1'0,l~tl
"' "' o "' ~....' I v I ~ ~ I -~ 1' 1' A
,,
6'J 1' o <.I "'
"'
A
LL~11f)l/lf\1U1t)U) ~1E..11ti'Y1 2 L"lf"v!. m tlE..11\1''11"1'lf Ll"i'V'fl"ll1\ICfl'U ~mi L'VIUl 'Vll-~nLLn:::fl:::LL'U"vl.1/1\l'U

..
0 .., 0 u
'U 111 'Mflfl1 UJ'illf'lty
A B c
25 40 40 20
30
......
'
miin.f.1L'lfElt1El
'
33 33 33
30 n1'7~\ll~-:l 50 25 25
15 ~rn.nwm1w7m~ 45 35 20
(Perceived Value) (41.65) (32.65) (24.9)

100 255 200 152

 _..... A A
'ltm11fllll m1
Perceived Value '!ICl'1c.J~'ilnru<t1' A = (40 x 0.25) 1 (33 x 0.30) + (50 x 0.30) +
(45 x 0.15)
= 41.65
Perceived Value "lltl'1c.J~'i1ifru.ri B = (40 x 0.25) + (33 x 0.30) + (25 x 0.30) +
(35 x 0.15)
= 32.65
Perceived Value 'lltl\lt:-J~<ilifru.ri C ; ; ; (20 x 0.25) + (33 x 0.30) I (25 x 0.30) +
(20 x 0.15)
; ; ; 24.50
B = 200
41.65
~Ufll A = = 1.27 L'Yll"lltl\I B
32.65
11f11 A = 1.27 x 200 = 255
~~fll c = 24.90 = 0.76
71f11 c ;;;; 0.76 x 200 = 152

tl'1'V11nrmu~livi~.:i11f111nd

'Vlnuilivin-:;;i:;vrnh 1um1"ll1rn~11~~-:i11f11~3.Jnuflru'11

V11n~..:111f11~.:in-11flru.'11ri'W~1m~ti
\j
ufl~Ii'1i.~ua11m~1n-:i1flrufi1~1~~u

L'JJ1n-oJ:;L~a1uf11e:i-i
'ilfl1(;)3.J1nm1f11 Lv.~ ti L~11:; ~uiln
.. fl-.:it~~n'OJ~
<II 1~~uf11ii flru.'11
Lfiu11f11

A' A
' - . . ------
,,'-- A
50
' ''
,,
40 ' '
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30 ,,'
,'
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20 ,,
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10

0 150 200 250

 ntiEjnfnm 5-25

i"" i4 llV I I I ""

...
..,!ii
m A ~<i'J'rlq;')l~~:J..1-: ~'11 A \Jn'fl-:i L'Vlli'!mmmJ";lm"ll~N B L~Cil~ruf':l\1-:Jm1~n'11rn:::~<i'lm'J"lfe:J B
:i.Jl~'El A Li;.nmh'liud vnn B bftE.J ~1u'1m:i'ilm<i1LU B n"ilm1Cli''El-:1V11mm~&J~rn~h1umTI'uj (Perceived
J "1 !'f .,: ~ .. .. ..... J
Value) "Zf~'El1-o:J'Y11 b\11 b<i'ltlb'l".Ja..J~rum"v'l bUn11"'1.J1rn1"Wrn11i'ElU
~'Eln-o:i1nttif-:ifijm'J~.:l'J1m~1Vf~ru~1nuftu~1 (Value Pricy) L"!iu ftit.~1~51~rum~~.:i LL'il~-:i
'rl'11~1 cf.'1'El ~1-:JLiu ~:-uF:11.l~n'rlE.JL'Vlqjbrl\.b'El1"1'fl1ft\.b~1 "\Jfl'YJff~U" 1a.J1'11L~Yn:::rn1~<i'l'rl'11 LUU'fl~.:i
~ I V: I ~ C: a '-" A A I l='il 51.J -.,- _ I .LI A:"f _ A
m11 L'Yl1Uu 'El m.:i .'Jn'in:J..1 n11'il-:i'rlmLLlJlJ'fl1u-:irn~r..t.'fl1-o:i::::t.1<i'I ~lJ'H11mi:h.1,~~'flGJ11 ~'IJ'J u1'flu1::: ~3-1u
I A U ~ :::: I "'1 A 6l t.AA :t .:t A.I 61
~rum"l.l'El.:le-J~'il.flrn'fluu'El E.J~-:i b1 V11n~:::L~ein b"lf1nu -o:i-:i'i!EJ.:I bV1m1:J..1 L~ "ilnum,-r1~1-:i~ru'11 b'VI bLnt:-J'fl'il.flrn"Yl
1J st 1 . .- SlJ I 6t JJ I A '-' ~

Lt"..J. I .al .J IJ .,"'AV' 0 I A .... ~

<i'l1E.J'11U'lJ1":::m.m11'il~l<i'le:JU"'] L'IJU fl11"rl'H.:J'f111:i.Jbb'ilfl<111'1 .UCi11e-J~Cil.flfl.l.'r nnm'VIU<i'l'ill bb'VIU'le-J~'il.flfl.l.'fl

i'El.:i'Y11.:im~<i1~1wu1E.J LL~::::m1~-:1Lr!~a..1m"J'ilm<i1 Lllu~u

n-~11t<i'lu~~n~fl 11'11~:::\1.:i'Vl~EJ ~1~uei ~nu~ru~1'1lEJ-:i e-.i~ 'ilnru"lflum !!.j <m'Il ei.:i ~u~1n'1ii:uLei.:i

' I I I
, 4 .ct .q -11!14
imu1m1no-w1'Hi,ru.1'JI s flf'IU'JI s.2 &'itH'fl s.2.2

m1~.:11"1ml<i'IE.J~1it.:1\-:im1LL"li-:i-ifu L"lfu m1~-:i-n'fl11<i'lmYiiuunu~LL"li.:i (Going-Rate Pricing)

1nttn1n~-o:i::::$.-:i'rl'fl1Cf11:i.J~LL"li\!~ei~1v.'1lm<i'I fl1UL'Vlnl~n1-rlu'1lm<i'l~"ll1iuu'El~.miu-o:i::::jjm1'll1m1ifi1'i11a..1
.. '-J "ti 'IJ ~

~i.t1
~
'ilm<i'I 1ntt~uu~uiu;i..i 1ur:-ffit~mwn <i'ith::::;i..i1rnf.u'VIU'Yi1I.~m n V11ei'11<i'l'!.h:::;i..i1rum1 'il'El'IJtiif~1n~
~ ~
I ..,, ~ T 4l'i ,. I I ""' _..... J ""' I - ""' 61 JJ
bb"ll.:l'I!Umn fl11"'il-:J1"1 m b<i'l~fl1U'lrnirJW1l'IEJmilVIU'I L":i~.m11 n11u1~n1Y111A1 (Sealed-Bid Pricy) :J..ln blf
'} a.d..a ~SI I .,, J - ...i. \1 I.I '-" lf.
Lumru'Y1:i.Jfl11"'!.h::::~'fl.:11u'Yl'il~\JLL"ll.:i"llu "lf-:imm1rieiBlJiE.J'rlm1::::mE.J<i'I b<i'l<i'l-:JU
" ""
II r P 7
r IV 4 " .illfl
Q..f ..q p ru Q.I
1. f111fl.J1lA1 'Hl111tJVf111'11'3'1JU'H18f111P1'311f11tnBW'lffJ!ftUf11'111'11'3'fl'U (Pricing to Meet Com-
. fU

i.I ..: ~ ~""- ~ ll.f IU J ~ A~J

petition or going Rate Pricing) ~EJ(;)'1JEJ.:lfl11<11'1'J1mb~1J1J'\..bflEl LUUf1T~'l.2eJ.. "! n~rl\lfl'J1a.J1"1m "Zf.:lbu'\..b11i'Y1

'1:::mrn~11:::i1e:i11'rlfl1~ ~ LL~'!-n'u~-:i L'VI ;i..i1::::r!a.J~El ~Lb6"-; m~~.:!'J1q;')1LVlL'Yi1nu~ L~"li-:ioifu1-tlumrniil eii.ud

1.1 ~~l11nrn.r:S16"m~ru:: : !fi6"1E.J'fl~-:inuLL~::::1~'Y1<i'I Lb'Ylunul~ L'liu ~i~u bu u"Ru ~1<111~

~1~:J..i LUU~U
1.2 'l1m 'llei-:1 l).; ~'ilnrn.;JiXudJu~i~mL~~ E.Je:i;i..i1'unuEJ ~ bL~1 L"llu V1it-:i~ei~;i..i~,-1 iu1u
.,
~tJlJ~:::: 8
., ' ff i ,::; J. ""' . I ' .!'ii "'
1J1'Y1 fl<1l'rl'11'!fa..l.fl1'1".J~Wil1"llel'I L~'l.f11'1".JE.JU'i1";6lf'UVIU'1 El'il'rlm ~ E.J'f!1Tiflu":i::::"ll1'Y11'1 buU Cil'\..b
't
 ~iu1i.i.~~a'llvi~e::i~"il1u!ia.J1n-nt1 lc;imQ~1:;:lw;1mc;i~iim1wii.:i~t.tmh.:1~a.J\!'lcl *.:i
1.3
"l1fl1~\.t~1~1).LlJU71'11'11mc;i~~"il1mLil~t'JlU'"lt'lie::m.mmu LL~~'ll1tllu11fl1~i.i.e::itjLL~1 Liu oif11Ltlfie::in
... .!'ii "'
100% Lmuu~t 5,500 U1'Yl LUWilU
1.4 'lw11~1c;i~!i~"il1t1ue:it171t1 ~"i11u:irn'"lt111n~.:rnmTia.JnuL~e:iue::i\ln\1.~.:i'1llaJ"j1m L-d'l.li
.
11fl1il1:iru~ n6ia.J~" ~~'11J1:iru1e::i Ltl'1ri1'Vtuc;i11~nJ1:iru~uH w. 7:;:~uvirt\1~'1~3J1~n"ilei.:1lei LUfl"il~iii'ei.:i
t15tr~'l113J
'li.i.mrn~~~~'l1n1vium1fl1"l11ull~n'lVfnu~uilnflH~@11ilu~1vi1ei@11u~nw..ri ~.:i
1.5
ii ~~vh'lVfv.Jei~1l.J~nllie:i.:i'll1t1~ui'11m3.J~ri1viuc;i't-J LLilm'"l"il1tl1'1~1n11"i1m~ri1viuc;i'11fi'1.~LL<ii'"l~~"\1.:i
n11iiu'W't~
2. m'1i~nfl17tf,im-hoi1'fi~i'u (Pricing below the competition) 1TI1111n'"l'"lt~.:111m't~c;it1
e::i~mulclfLieiu't'll<ilei'tud
2.1 lumrn~ ~~'11ntu.cn"ile::i\l~n"il ~ei un-:h~ bb'ii.:ii'u
2.2 6tumtitmrnc;i11ml'1~1n111hn~
2.3 lumtit~11,.n"i15l1'11tp.ht~.:ifl'cifci.:im1L"il1~'11~1c;i nrl11~e::i ~mw1"rlm'OJtYi1ll<im3.J1ru.
m1aJcife::i.:im1~e::i"l!e::i.:1~n~1LfiaJ~Ua.J1n 1c;imY.Yflt~u~1~~~3.J1u~ ijm1a.J~c;ivi~ua.J1n (Elastic)
'I .-1 ..I
JJ I _&j - .!'ii V "'I A ... ,.,
I
2.4 Lun"ltu. YltJnmn~aJ Lu1vt3.J1tl'll e::i.:in'OJm"HuU\jnfl1n~ c;ium.:i "1f\13Jfl113J L1'11e::Jm"l
LU~tlULLtl~.:i'Jlfl11\j\I
2.5 'lii.umtit~1l"lfi"il~t11t113.J~c;i'liuv:ru<il1.:i'l LvJe::i~c;i11'11L'1~1 L'!iu ~c;i'liu'YJu~1u~mu~
mw1mL<ii.:1Tiu~1 ~c;im1u'IT"lntu..ri LUUcif'l.li
mh:ihn'l113J 1nttmwieil'1Lfic;ir{.:1f!11a.i"jlf11L~ t111rm'"lilu'l L~mh.:i'W~:irm~1\I
3. tn'1i~11fl17ff'r~n-b~1'fi~vu (Pricing Above the CompetitioaJ1nd1l"lfi'OJ-o.:i ti\l"jlf11L~n.Jei

bSleiei~mulllideiu't"TJ!fle::i'tt1d
3 .1 e-ia 111ntu.cn"11 CJ.:l'lpfi"ilil~nlitu.tL~UL'VIUe::J~LL"li.:i.au LL~~il~nliW.tLUULtln~nlicl
3.2 LUUm"l~.Jd1'11~*\jni'11n~3.JLU1'Vt3.11~~5'.i11~L~~.:1 (Upper Class)
3.3 'lumru~~u~1-nei.:11pfi"i1Ltlu~u'11~~n'11~m1a.Jii'n~i11PJ~mdVfei"1lei.:11pn-.;ifieiiii1.:16.1.:1
L-du ~u'11 L"i11~"il.:i~eiu1..:i"Jfitc;i
3.4 'lun-IDL~~u'11"11e::i.:11pn"il!i~nlfw.t~3.J1u~~!im1aJ~c;ivi~ui!eiu (Inelastic)
3.5 'lumrn~~fi'"l~ti.:inTmTi.:im~~m~11u"1'1nufi'"lm111ih1.'11-nPJ.:1fi'"lm1$'.iflrun1~~.:1
4. nuiu1f111121vJ1~1JO (Sealed-bid Pricing) Lllit.1nm1~.:1d1m1c;iu1nLtlc;i'lfe::i.:i1ht3t1~11'11
~~'11nni.cn:irn"il~Lnc;i~ulu~~mV1nn3.1~SjnTl~eimaJ1tu.3.J1m.,~e::i~1u1uL~~1n vi1ei Luum.Jei LLumh
~ '1 d. &I II ~ A V '
"'qjt\)1 m1LaUti"l1'11 bb1J1JU'7~3J~"llit.e::Jtjn1JU'Ol'O,lU 2 tl1~m1 fleJ ~U'YJU'Yl.:l~i.l."lltl.:l~~~Ilm"Y1LL~tm'l'11~
ILi

fltLW111~\l'J1'11'tle::i.:1~LL~.:1-Du 1'11tl111ta..Jtlum1L~ue::i'l1'11 LvJe::i~ei\lm1Luun'"lmTYit11::3J~L~c;iu1'1"llm

I I
d I I I ._,

'Y1'111n11~LL'lJ\l"n\.lo
 nfU.JY1/11 rn 5-27

lu ui-~'OJ:mtue:i~1f11~1n11it~u'l.Jr.~ LL'ii'OJt"'~~~1n11it~'Ll~'l-L'YJUL~3-! {Marginal Cost)

L\ritiYfJ

n1u~iffln1V!'\..L~71fl1LLa1Yi1'h~'71ti1~~1'\..LL~3-i~-ln11~U'YJ'l-L~1".\L~~3-11 nn'hLtl 'IJ~ff~'OJ'jqj LftFJLelm~L"A

f11iLell'Jf'Ut~LL"lk:;fuLli1
m1~.:id1 m L\ri ~1n~u~liYJ..)1 LU'!)..~e:i-lm\rifl~Lv.rhh'b.i,mi1h~3J~7i mLL~~~fl~-l ~a.J:J.J~1171m
~'\.\~1 9,500 rn'Yl fl1~11iJ1EJm~~-lL'hm11lrn~~1~~ti51m1a..:'l-i1"il~Lllu o.81L\rit1u~~Jri1Li100 u1Y1
~-l,X'\.\ n1LTif flW!fl~LULU'.l. 811J1'Yl (n1h x fn13.JU1~tLllu = 100 x 0.81) u~li'YILflUe:li1'1111,000 1J1'Yl
n1LTitel.:JU:nffifie:i 1,600 1J'.'Yl LL~'1BmG'l'L'\.\ff'Wit3;j~11i15Jm::J.Ji.i1'0J~LU'\..L 0.01 ~-liiu n11,rlfll{;Wl~Lu31
.... .l a 1 .,C 1 . =i& . Y.L .. . ')v
LYW.:116 Ul'Yl "illn.iT71-l'Yl 5.1 "il~~Vl'\..L11f11iLflUB7im'Ylfl1{;)11'0Jt:J.Jm j~-l'j~flE 71fl110,0001J1'Yl 'Yll LVI
-
Lf1{;)fH~m~'1~Lum . "''7 216 1Jl'Yl

tnu.n'11>::1i'.lu
fl111UlHl11fl1 (Ulfl) n1ll'llfl~u1'1tn (Ulfl) lum1u1::s,fa,~ t'h11~Alftfl::I\& (Ul'rl)
("11flfl111UJll~)

5,500 100 0.81 81

10,000 600 0.36 216
10,500 1,100 0.09 99
11 ,000 1 ,600 0.01 16

.. .
.,

,
~ ...
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5.2.3
I
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flfl'Uii 5.3
'
n11tJ1t.u tJoJ u11A1

.:it~ V .l A '
L':ie:J..:i'Yl 5.3.1 nTn..l,-uLtlnt1ui-1m<i11:1.J11:1.Jf!1a'11':i

L~fl.:I~ 5.3.2 nnll~1J1lt11Lyjtlm'H~'ILITT:l.Jn1'j'flft1~
L~a.:i~ 5.3.3 mnlw-nfl1'1!13-Ja1utl1~a3.1~~flnmcri
L~e:i'1ii 5.3.4 mnlw-nfl1Lyjmimut~~LL'll..:i.rru 'IJ

1. m,.tlwLtl~t1i.i.11fl1r;i13.1~5'.jmar;i~a1:1.J1,.mbti.:1LiJu1nnTl<li1.:i'l L-du 'jlfl1~..:ia..1uu-n'11

.
L~ m 'jlf\1 f1113JL'lJ'1lcii'.:!11'11 LL1J1J ~'111 t11um1~1fi1'lJ\.b~'l
2. m,-111u,.1mLyjt:1~..:i LITT:l.Jn11"f1lm~ m'O.Jtl1u11m LvJalVI~u~lnfl~e:J ~~'ilnmcri':1.J1n~i.1.
'Vl~um,.'lf1m'Vl~e:J'1iLnm..:i V11unTlLVf,hi.1.~~LLuu~1.:i'1
3. m1"tl-7u,.1'11<i11:1Ja1utl1~a:1J~~<ilnru.cri m"ilri1't~Lriu!ia1t1~~<ilnnLcn'Vlr11t1mt1 Vl1B
A )t A ~ ,!"! ..J
m1"'ll1E.Jmumnnem"lfa 'Vl'lflrn,.<i1..:i11fl1Luuat:1..:i1.a\.I,
4. mnlw'jlfl1Lyju'11DlJL~~LL'li.:i-n'u lumrn~~LL'll..:i;i\U1m1~~,-1'11 m-;;i!iV1n1t11ml'i l ~
'1le:JlJt~ Liu L~.;.i'lru.n1~ n~Tifl1'111:1.J ~u,.1'11Lm~e:iun~~'1lnnL"Y11.V1a.i

..., -1 d
1"tJU'l:::iJ~fl

Lriu~n'tf1111eiu~ 5.3 LL~1 iXn~nlY1a1:1.J1':i[l

1. e:inu1t1m'nl-7rntJ~ t1u-nfl1<i11:1J~jjmawrf't~
2. ue:in1nmnJ7u11mLyje-im,.a..:1Lm:1.Jm1"<i1ml'11.u1tJLLuu"11.:i'l 't~
3. e-inm t1nTltl-7'uTiti1'111:1.Ja1ull-:i~a3-J ~~'1lnrum't~
4. t:1fu.11ii1nnTl'11autilf~LL"ll..:i;Ju't~
 nfl!J1'?1fmn 5-29

~' ~' - I Q.I - I~' .q J

!18~fl 5.3.1 011IJ11J!ui:UJU11tllfllil~ilft1'1'fl1

1@1E.JoX1 lULL"'~'l11~.:IT1'11'11'11Jii'1la'111 m3-JT"mLLti'1'ileJmUu1nr.1,-lii1'1'1 ~'1.a:

1. m1i.'111m~'1~1'lJ"f1fll~~m (Uniform Delivered Pricing)
2. n1'1~'1"i1fl1!111~L"li'll (Zone Delivered Pricing)
3. m1~'1Tlfl1LL12'1J~"!l1E.J1'urn1:::'11"llv.ft'1 (Fre ight Absorbtion Pricing)
1. n11inm1a.JuBv11R11Rtn Lilv.m1~..:id1fl1L@'IE.J~ ~"l:l1E.J'l:::LY.~E.Jfl1"lli,;~..:i1tl"lv.vin'l L"ll'il"ll ci..:i
""' t - 'I
SJ t.IJ. x - I SJ I ti~ A ..al
mTn1tl'lf'1 @1E.Jtlrnrnm ~"1i1E.J'".l:::fl@'lfl1b"ll''".11E.J'Y1Ln~'llU'l1nm1'!luft\lftit.mm.1~"11El bV.El 'l1"l1L~rt E.J'YlL'Y11'1 n v.
SJ ..... " U J, I ..,,

m1ri1viu@'l '11"llu~..:11@1 E.J1~tl'".l::: Lllutli:::LE.J'lf~mi ~.. 'll1 E.J Liiei-"J'i\11n Lllum1~-:i11 fl1 '11'llUft\I L~ E.J\l'l'1fl1 L~ m
Lilv.m1a:::~nrniei~111 E.J LLri:::m1~\ITlfllLL1.J1.J'd'".l:::'1m.1.~1..:iuYr'i'YlmE.JLU'Yl~~v.~1mJlnflu~ln'1 Li;m~"ll1E.J
~ ~ ~ ~

'l:::rh111v.@1fl1"1:1V.~\l<i116J'llV.1@11.J1~ifrn~"llei-:i~u.~1'Yl~t1'il16Ji!1'YliLn'lle:i..:i~v.ll1
z. m1i.:i11mmu1'1R Lllum1~..:i11fl1l u-ilei 1 1111-:inunL-Wrn L~'fim1~-:i11f11~-:i6Je:iu11mL~m
'i\1:::'11u1mfi1"lJU~\l'il16J''i:::E.J:::'Y11\ILUUL"lJ'll 6'1 Lbrl~;tl @11tltl1..:1L'lfu ~'JJ1E.Jm'".lri1VlU'irrwnf11'1JU~\ld1f11'Vl;i\I
I " "
..$.... A!ti".J .,)t i'l . , . , . . . . . . ...i .. '
"'1V1wi:::t1:::'Y11'11:m:::'Y11..:J'Vl",..1.\I LlJU'ilU. L'IIU vnn~.felele.J LU'l\l'Vl1@1eJEJtim'Vl1ti"ll'~1.J1 'lf\13.J~E.J:::'Y11\l'Vl1\l'OJ1n

n1'1L'Y1Yla.JV11ufl11n"'Ltit1..:inu~"!l1E.Jn'".l:::f1@1~1"lJUft-"J-o;J1n~~ei~..:i 2 ~-:ivi1'@1L0,J.,11f11L~mnu m1~.Jd1fl1uuu

d~"!l1E.J'".l:::L~fieiE.J~tl\lb~E.J\lfl1.JTlfl1fi1"llUft\IL~11:::-o;J:::UilJLUUTl~rn~m1wll1..:i1:::E.J:::'Yl1\lVl-d.\l 'Yl1n~~ElEl ~1n~
J' II I;' II .... I.I I

nE.Je:i3-1c/fe:i-:1-o:l1t1~1'1JUa\lLLYWllU m1~..:mfllLL1J1.JiWm1:::wuLU1pfi-o:iii.1~U~1 ~lJ~lnfl'1:::~m.ha.JuVi~~'Vl1@1

~ 6\ 'I x .J _, 'G x 4\ I.I
wmwzm LU
I A -.i I A. I S,..

L'DE.J\I L'\/la.J LU11fl1~911~::: 16.27 1J1'Yl 'Vl1fl"le:J'Yl'"l~'\/11 @1Ufl"ia111fln'l:::!ila.:-o:i1urimrit 15.57

n1~L'Y1Yl'1 rh:i:::-.J1m~m~Gl":i~::: 15.671.Jl'Yl LUV.cilu

3. tn'1i~11f1111vvlfv101'vm1::Fl1vua.J bUUn11~\ldlfl1~ ~'iJIE.JbUV.~~1u'11"llua~'rr~;e:i L~tl
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lfl(~U L'Ylflmntl(;)L'Ylt:i3-J llL'Vl3.l LiJ(;)a1"111LV1;.i L'Vlflmli'l1t1li'l3-J7t:iu LLnt'7un3-J'Vlu11 Lllu4fu
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lit I.I 0 .d ..:

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5.
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111nm~~r<51'V1i.i.1 t.1m-OJ"W L'Vlm:::~3.1n1..11.:i--am f1l'l.lt1-:i e-.i~ r;inm.n 'Vl7t1"WL'Vla-J1:::a:i.Jn1.1tl'l:::L11'Yl e-.i~r;inn1..n m 'GJ
ti-:i~\t~~ti.:ibtl~~'"LLtl~-:i11rm~~roST111~1~1-Xb~~l~ft:i.J~.nn~u

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iiei.:1'Y11\lm~C/1~1V1ibuUJi~,,_,~C/1ii-:1 LUU~~1'ffllLtl~WLLtl~.:iei~~aei111L1m L'llui1m1LtJ~rntLLtJ~.:1

LU'W'l"t'l.J'l.Jnl'i"1~11i1LLU1~-:J (Vertical Marketing Systems) LLU1\.l.eJU (Horizontal Marketing Systems)
LL~t'it'l.J1Jm'i'11~1ill'VlmH'lfti.:i'Y11.J (Multichannel Marketing Systems)
..
1. 1~VVn11flOl~llU1fl~ (Vertical Marketing Systems: VMSs)~'l.Jfl1'i'ilm'llLL'l.J'l.JL~3J (Con-

ventional Marketing System) LUU'i~U~~~~'il ~~1~-.:1 LL~t~fi'1tJ~n LUUei.:1~mfo~1t9leinu LL'ilat

ei.Jir1'mqj1.J~1'11tp..l7t'1..:i'1LL~t1n~ill 1n'Yi1.:11uqj1.Jnu,,,~m7tin11 L~uif1uatn1tLth 11iw;iw1h.:i't3Juei3J

~qJLftEJ ~lilU'ltfo'lfULLrlfl\J. ~.J'Wm3-111t'1fl11J~3J'l,.;'1i11Li:t\.l..Jl\J.'tt1'luii~'Yll.JL~mnu't~ ~~~'ilUlilt~~'ll

~1,,_,u1u5li1qJm;Ji;i LLu.:inue ~ L'13J e
'it1111m7Clllil1illLLWJ~-:i LUum1Ltl~EJULLtJa-:1'ttl~'it'LI1J~~e-J~l1l ~~1~-:i LL!ilt~~1tl~n vm1m3.1

tl7t~1U'l,.,m"ili11L-nu.:11uei ~mEJ'lufifl'Y11\I L~ mnii.li;iEJ5jflULC/1flWvld.:1LUU"'11 L1eL'Vlqjm'LIT13J'l,.;'ti~tun~m

' .. A " .... A .... .. 'l ' .!'! ... A
LLliltm1m1,;.i3JeJ'lf-:JniuLatnu 'li'1,,.,1L'ieJ mqim'iil~tLu~~aqi
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~fllr1'1,,.,1m~f11uann Lill 'Yll
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'l"m~ill'Ojl'VIU1EJUJLn'll-L'eJi''llLL~.J ~13.JT'H"1'1UeJ.:l\.l,fo1J1EJLtJ'luYi~wrnL&imnu 7t'l.J'l.Jnl"J<1llill'11 LLU1~.:! Lfl!/1

.\' "1 !If _ ..
'll\.I, Lill Lilltl 3 11i

1.1 r,,onm1Julti1'fJfH (Corporate VMS) LU"nlTI13J~~~(J)LLlilt~~ill'<iil,,,U1tlL~1~1tlrliL

Lillt1m1rie'1" V11ei113JLuun'iilnT1L~mnu .,1e~1.:1L'llu ln"ii'ru.-n' 1fh~,~~~V1~u~1mtt<111
Lfl1m'iil7qi

11 EJ'lV!qj'll ti.:i't'YI EJlil'1fJ1,I.'lu1pno;;i~1tl~ n tr "II~ l!ULUu~ri ei'1u'luu~ CF-seven eleven iiei'1uL '\.b Tesco

Lotus LL-rtt Makro i1'11u1"il'lumi~i;im,-mt111"m1~~-.l1V1u1t1 u~~Lbm3J~tiei'1u'l"u1~ MGA

,.,., . ' ti
~"il~"lll'VIUlEJL'YI L'Wrt..:l
., .d ~ ,., ,., ti"' ~ "' .... -
LLlilt'ilU Imagine 'lf'IL1JU71'\.bfl1 ann'\..lifll 1J"L'Yl.:I

1.2 r~lJtn1lrlwiJtJ (Administered VMS) u1~~~~Vl'iltlL'Vlti,iilei1m"ll'iieirn-:i'l"<ilrtl~

3-11n "iltL~1um13JTI:1.Jim11n-1ufi'1'!..l~n'lum1~1L-nun"llm1":1.JmT1mm1n L<'lfu m1'i1:1.Jn"ilnTI3Jft.:JLITTa.J

nl?llltl m1'l,.;'~"~~..:IL'lf1 n1'7L~lftll.1'i13Jrl'\..li L'ilti. ~Ufll'!lfl-.'.lL~nL~ ('il'il'\115j L"amLbyJ fl~~~IJJ'YI "11i1"1)

~1ULL'1LUU~\h~rti!/1~'1l~~1J"113J'i13Jti~'iilln-1u~1tlfinLUUfl~l'I~
1.3 f,,om:n.f1tffJjfJl1 (Contractual VMS) Lilitm1:1.J'i1:1.J!jaflit7t'V111..:!1Jim1 ~..:lLflULtlU
ea,tfi'ULL'ii itlei.:im'ltl"it'11U1,.;'Lflfl"1l:1.J'i13JleJ L~a LYl :l.J"113J L-if34 bL-ii.J'Yll'l~lU~~'il Lbrtt~C/1-;;il'VIUltl ~ill

'i13JL~'\..liftqjqj1LUU~U1JiJ'il"i1!ifi'iiln\J. ~mf~~qiqpi1'VlrtiEJJ'i..ILb1J'l.J b'llu "'tlJqJl~~lLUUnT"IinXu~i.tULC/'IEJ

~~lft'I (Wholesaler-Sponsored Volumtary Chain) ~fi'1~.:i"ilt711JTI3J~"1lijc;in1\.l.fl1tl~n L~a'Vl1'Y11.:l
'll1rn'\ll ~fl ,.,m:1.J1imL611-:i-ifunu~ufi'1tl~n611\.I,1!/1L'VlqjL~ L'llu
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'Vil (;'l'U.fll LLn :::t:'7'VITm'j:::'l.J1im1'! Logistic L'VI n tJ'TIUm lJ ~'m'1l'1.rnmm '1 qJQJ"! ~113..;".i"J 3J3-l ei7:.::'V111..:1'!1 Ufl1

iJ~n (Retailer Cooperatives) Lyjfl~1~nu~~~~\.Lfl1'Vl7D~~"51'Vl'1.i1 E.J~-u.'11 Lel'! lc;mil~T~fi'1tl~n'1l e:i..:icil1

rn..:1Ltl\.L'!!e:i..:irn..:im~<n~1V1"1EJ;)1t1'Vl~Elifqiq;1111~~~..:1LL~m"~'lfa (Franchise Orga."1.ization) LU\.L~U
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2. 1~VVn1"1'11J1RllU1UBU (Horiyontal Marketing Systems)1nm'!'ilmW:LLl.J1JV.Lr.~'lJ'IJ., .umru.
AA - .t

~ _... .., ~ 1 ~ \1 A \1 1\1 .,, ,J .., .., o u a .J "" _. , ILi .al

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~nc..1t1 LDn1'1 'l-Lm1mit'7no.J'Y11 'VILn~~in'<il "113-J'l!U L'lf'l.l. mru'1le:i..:inu1~1".iLLn:::numlJnn 71a.Jnu'Y111pn'<il
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1!Wl flTH'l.n1-Ufl1 (In-Store Banking) "113-J".i13J3JDnm~mt:::uL1t1nT:m".i'ilm~LLl.J1J'Vi\lYfl (Symbiotic

Marketing)
3. 1~vvm,fla1rtna1otls.:111u (Multichannel Marketing Systems) 'l-ue:i~cm:::u'l.Jm~~r<il1'YIU1E.J
ilmriuLL'l.JU'ill E.J r.J1wile:i\l'Yll\l L~ m L-rie:i..:1'\il1 nn~a.J~n~1 if..:i'Wiim7m::::n t14f1
i:l-o:r~~\.LOJ:::y..iu-J1-.:::::iim~ m E.J
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Lu~ 'Yi1mTJJ1tJLL1J1J Direct Sales LLn~'Yi1 E-commerce mu~nu'tiJ;\1E.J ~

'Yi1'lVlm:JJ17fl'llmE.Jn~:1Jnn~1

LL~:::ie:i\l'Yll..:im~~m~L'Vl~'l 'l$.1i1nu~L1m

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~u7'Inilil\.b~~'ti1t1~LL1JlJ'llfl..:li1\.l.ti1'll~n5lm-m'<NJ\.l.1fltj91~fl~L'Jm5lm"iLLU..:IL~\.l.-fJ\.I.
ti1tJ~mh::iL1l'Yl~1-:i'l ~-:inm1a..irfu~~uviL~fon11 i'1uti1u~mJflL'Y13-l (Modern Trade)
5lmm'Yi-:io[uri''"cuLL"j-:J 4-:i4lei-:i5lm"ic;l~a\.bh'Yl1-:im"j'il1~ LLG'l::ilin~~'Yl~n,.~wi~1~fl ih-:i
L-na..iiuLfi Dn1"ithtffum13-1~1L7:ii Ufln'DJ1ndi!.:15l mtLL~rn,-'tvi~ L-1mm:i..:17iuti1'!J~ n
'fi1-:i'lf1~'ll'U.1~'lviqj ~-ireiL~Ltl~rn.JL~.:im,.LL'li.:ii'v. Yi1'lVfLLU1Lii:a..im1L~'l.J1~"1Je:i-:irn1ti1u~n
~t5.l71v.fi'1tJ~n'lltl.:l'i!1.:J'lf1~L~la.J15llJ'YllJ1'Ylflil1.:i'J-:I
2. m"jti1~.:i LU\.b~nitJLLuuviii..:iL'U"i~uu'llei.:im.:im"i~~'Oj1viu1t1 ~-:15.lV1ih~n11.:i"lJ11.:in-)1
i1\.l.ti1tl~n LLG'l~ril ~-:! Ltl~ !:J\.l.LLU~-:l'DJl n71'Utl1 ~-:! LLlJ'l.JL~3J 'tt1~-!1uti1a.:i LL'l.J'l.Jl VI ~L'lfv.
Llii mn\.b ~.:i <Jfei.:i'Yilfl113JL;{lL~ L~ mn'l.JU~IJ1'Yl'llv.:l-f1Uti1'4.:1 Lmm~~'Yl11.:im7qi~1~
'ilfl.:l~l'Util~.:I

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Ldfl~mtl'ilflV.~ 6.2 'DJ'l.JLL~'J iXn~mt1ff13-J1'n1
1. Elntmm11~3J1t1 i.J1~L1wi u~~~~m1N1~1~~ft1f1qrnEJm'Utiti.J~n ~13J1ID~nc;l1E1rn.:i
1'1\.l.ti1tl~nft1~qi LL~::mnu1rnLwJ1ii:a..im"l"L~uLC11'llfl.:11pn'DJti1t1~ni.J"i::i1J1'Yl~1.:i'l 't~
2. e:inrn~ f1113J'Yl3-J11:J Lmt;;mL9ln!il1-:1,,D.:11pii'DJti'1'4.:inrn~"in'DJti1t1~n t1n<if1e:itl1.:17iuti1
a.:ii.J"i::iL1l'YlqJ1..:J6'] LL~::ifln'l.Jltin~ ~'Ylnm1~m~'llfl.:!7'1Utll~.:I L?1
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l"i8~11 6.2.1 fll"iil~fll"ifll"iAlutlfl

A11iJ11iJ1t1u-a~tJ1~'11neua~1'1uA'1t.lan
., I., c;; ~ ., ... "I ., ., ., ...,- - .,
mirnuimL1!".l,Frl'nl~~"1V.fl1LL~:::'Ll"inl"l" L'Vln1..!e;;1J1LllflflV.'!<f1Yrn..1 (Final Consumers)
1<11~~""
., ., I.. !11 " ~ .,
''11".1,fl1 u~ n" LuUeJ\lflm"1flt'~

~tlLLt.l'JJnT'!~1tl~n mJ\!Lllu 21!1::::..n'YlL'V!qj'l ~~ m7~11.l~n~4lei\lm~~'Vlu-:Tiv. (Store Retailing)

LLri~'GJ4lei.,:im~t1VIU1~V. (Non-store Retailing}

ti 1~l.flfl'UtH11umuatl !II ti-

1';7fi-.::~v.~1tl~n'lV.U'j:::L'YlffL'Yl tis:! n1'j~V.1 !] ~wllei LdeJ\1-;;)1 n?LJ LL1J'Llfl'U.~111~rnLtJ'JJ~\I L~~ LllU
~v.~11.l~na~u'lvi~ (Modem Trade) -o;i1n-71-u,~1u~rni-u,1<?1L~ndJ-u,7-lu~1u~n"J\.l.1<f1L'Vlt\) lil1n~U~Tu~n
11uL~m LiluTiv.~1u~mfl7ei'll1u (Chain Store Retailing) LLri:::.;i1nTiv.~1tl~n~1.llw1m\lflULmruivl1,.
L<f1 ti flul-vm Lilwnv.~1tlfin~ih~1"1lei\I bLri:::~u~V1nLllu'f11<111.,:i'!f1~ Lnei'lJ~\l~u
I.I I .,..,113'.J " !'l :'t '-' 1.11.1,ml
m'OJ:::LL'JJ\11h:::1J1'Yl71Ufl1Ur!nr.uiin{)ei~ L'WLI~Lr'lffmu i1-;;i~uu.;i~'JJT1Uf111.lrinV1r11~tl,-:::Ln'Yl
., ...
yfo LL'IJ'l.J~\I L~3-JLL~:::LL'l.J'l.JYlV.6'1'3!~
II 11_/4 d .... ., .... 1 I ... T I !11 .1 ...
1. Small Retailer (11UA1uUfl'fJU1Hl1Jt1) Vl1eJL7tlflfl'\.lilill'lu1m1 ""i1'1,,1,b"ll'V11tl" Lu'\.li"iuLL'l.J'JJ"i1U
ii ~ ~ 'l Lr.A' ..J I.I ..J .!.ii
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fl":U~mL'lJ'JJ<f1..:J L<f1~'Yl'l.J"i'V\11..:IT\.\L<f1m-o;J1"l'.tl-:!f1Ub<f1 m "ll'r-IU'YIUeltl "ll1UaUfl1'Yl'OJ1LlJ'h LU"ll1q]U7:::'0J11'\.L 1.4-1~
A A .: .,.. I.<' I.I a 8

rn<i.lJ'\.L1lULLt.lt.lfn"i~l'ln17 ~<f1'Yll~'l.;~1a..rlL<f1tim~ei-o;i1m.1ti1uTI1L~'\.lia<f1 'Yl~eJ-o;)lf1'~1U~lfl..:J ~\IL~fl113.J

uti~-n ei.,:i ~u~lr.fl~eii'1'!..l.~1tli~Ln'Yld~:::~<f1uei ~m\I LL@in ifo1.liin{l~~u~1ni:::'OJ1EJE ~ lf11a.1~u~~1\l'l 'lleJ\I
tl1~L'YITT5rntlu-.j1w:i~1n

I I
"' J ., "" ., ~ ., .I ' '" ,
LL~1 L-n",,l, d1V. Watson, Boots 'lf\I L'U'\..l."!Jltl1;1'\..l.fllu1:::1.fl'YH~]LLrl"il\ln1EJ Lfl~El\lrl''"'. m\I L~Gl:::m
3. Department Store (nHanniun1) Lllui'1u~1tl~n'lJU1<111'VlqJ !ilrnL<il\IVl'l'Y11"1 lvfu~m,.
fl"i'JJflfu 'lJ1u~u~1flTIJ'Y!nll"l":::l.f!'Yll\J!E.J~~ m.1.:i ~tluLL~unm1t'Yl~1(1)'Vl~"llei\!au~1u f.11\1~<11;..;iv. Yi1'l~~n~1
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~~n'1'h1U LLrl:::L'r-lrl<f1L'V'l~UL""ff:~tl'11-m1 ~i;~n~::: One-Stop Shopping ".l.Efl~lf;..,,.. bU'JJ'H 1rn~v.~m1m
.~a.J::; -u~,.a1.
1
9 &1 .- ,J .l]a.-
'il'l-b1<f1 ~viq,i "21'.JLUU'Yi!il\l'lJEl\l'Vll\l~'TTWrl'V.fllU.::~~~mu1EJm1~rl':::mn LLri:::mnn3.:3-J1nm~m-o;i:::r1"1~11l1Y11 L'VI
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flUL'YIE.J~fl'Vlii.:1Lllua~1.:i~.:i 3'.irnTnmE.Jm'1J1e:mn'tt1LiJu-.l1u1u:J.J1n Liu ~1.:IL~'Yl-7~ 1ww~u L111a::::J.Jt16'l~
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- ' - ' ,/ tfd o t.> . . : .
I
4. Supermarket (flilvfJ1JJ111n'1)
LLi:i~e:i.:il~~1LiJuLUflTIL1eiu ~1ULV1qjLtJ'!-Lftull1~jjrh't1~1 ~.:i~fo.:iui'Y111m.h.:i'l111fl:J.J 6'l111m1:J.J~t\JL~u 'l~
~uYi13Jmn ~n'OJ:::L~einYi1L6'l~Ln~L~u.:inu~ei ~mtlf.l viitim.i1uL~um.:i"ll7T~"1~~1u1f.Jm1:J.Ja:::1111n'luLA'u
., ...
'Y11.:ln6'llJlJ1U
L~:J.J11.J Lua;::J.J1;:Ln'il'llmV1'lviqj LtluLLc.Jt.Ln'Vlii.:i'lu~1.:ia11'W~ull1 il'OJ~U'ujj rn1LLE.Jn~1 Lil111Luu
~a1::: 'Vl~eJLLlJlJ Stand-alone L-du Yiatl~"lfllLtJti{:J.J1~Lnt11 LflE.JLU'\.tLLc.JUn'ZftlLl.lei.f:J.J1;:Ln'il'lu~1.:1aTIY-l~U~l
~ ~

L~'Yl'li:i LL6'l~l~ru~u i1'0J-iifuLLE.Jnrn'7UiV111L111f.J~u'n imLE.J~ Lei 1rm 'llt1.:1LUL1iJ;:LL~u~Ltlu~i1ei~u'lV1qj

LUW!J m mf1'1J1 LUULLUU Stand-alone ~.:ini.:i L'Yl'W LL~~~1.:i~.:1V11~
ti ti ,f ~ ., ., tJ.. "' .J ., - I .,
5. Convenience Store (11'11'11i1::flJn"llfJ) Lu\.L":il'\.tfll ~n'llUl~L6'lf1'Yl'W<AIJUl-.uLL1J1JnT'l'i\J<iln17
L~Llli-L71i-L~1tl~n-G'f~E.JLV13J Luum1:J.Ja:::1111n~\1~1uYi1L~~~" )jm'1J1-.l1u1w.nn LL6'l~Lil~uirn1C11i:iei<il 24
~1Tu\! ~Ufl1~~1 .JLU\.LU"IBLfl'YlCll'Yl17 Lfl~tl-l~:J.J ~'1.1.fll~tllrifluilrifl auei.:ifl11:J.J~tl\lfl1~mLUUL-:i\1~1U
'71ull1tl1~1J1'Yl.tt1~'llmf.l~1L~1:J.J1'YIV1LL'Yl\.LTJUfl1tl~rnu1~L~n ~.:idt~timtlf.l~LLuu~a:::m~ a~~1n $1
nTa~111rn1~ m-w~-...iubV1:J.J1:::aa.Jnufl'l.1.iuL'Vl3J L-du -Tiu 7-ELEVEN ai:J.J11ri'1J~.m.1m'll1't~ti.:i 1,500 a1'1l1
L\.LL1mth:::inm 10 ti 7'1u Am-Pm 71\.L Family Mart \.LeJn'OJ1nd~.:iy.irn\1i-L1'1ua:::~11n~e:ic;na..1amuu1nn
i!1~U'l'Jnri~a L-du Tiu Jiffy Shop, Select, Tiger Mart, Star Mart Liluc;i\.L LL'1~.:iL~Li1um1LtJ~t1'ULLU6'l.:I
V'lt'jGim"J:lml~tl~Ufll"IJ el.:! ~u~lnfll'ULVl~ tl Ul.:!i'<il L'i\JU
6. Discount Store (f1uR'1viJn'Uu1P11noi)
u
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l-Nufornu'flfl1tln'Yln1i.i,
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(Everyday Low Price) 'Yl1'3f.Ju~"fllf.JL\.Ltfa.ntu\f-3 rhhq}u'Vi\i1t1~1 'Wu!utJ1m1 LLa:::fl11:J.JW[Vl"11 ~"

L~m76'l.:IYJU\f" LL~Lllutl1~1J1'Yl7iu~1tl~n~ri1tl'.:i't~1'tJm1:J.Jitt1a..1 LLa:::3'.ifilc;mm1LGiuLt;J'j-3'f~Luil~~uu
L'2iu Tesco Lotus, Carrefour, Big-C, Makro ~.:l~.:!Vla.J~dLiju11u;J1tJ~n~tieii1ulV1qjL~E.J!il1.:itl1~L'Y1'1~
~ ri1~.:1L~u~.:i ri1~.:infi11'1J1'qJnw:l1'"1l~Yi1mt11:::tJum1;J1t1~rn~:J.J LL6'l:::li1'l~11u~1tl~rnei.:iflul'YIt11~~u
fl11:J.Jbftt1Vllf.J
7. Category Killer
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(11'11'11u0ft'U'll1PI '11'1J711'UJl'U1tla'U"1lfl'tY1::n9u)
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'lum~~'Yl1iii-Lll1L~-w1:::n~a..1 ~.:1Yi1'l~ma..111ni.t1Laueiiii-Lff1't~flwn1u 'llfllQn Lm~ir.:1Slu7n17'Vl~.:im1
... ., I.I 9' A ..J. J.I' ~ I &<I 1'
'1llt1un~1t1 L'2iu Home Pro ":i1UflltlanY1'ZflUlqJV11u~tlrnrnLLt;J.:i1JlU LLa:::~\.Lfl1 DIY (Do it Yourself)
Power Buy 1'1uff1tl~n~u~1tl1:::Lfl'YILfl~eJ.:1li1~-fl1 Makro Office Center ~1'VIUlrn\:\Yn~'11tlc.J~r;i.fi'rnon
~tlrmi!a1i:Lrn1u
ue:in'"ll1nTiufi'TLl~n~.:infi11iJ\ISlrn11l1iJ~nfi'taJ~e:i.:i~'Ylu11-iu (Non-Store Retailing) LU\.L'i11LL1JlJ
m1~1L'Vl~fi't:iJ-.j1Llluclfti.:1~.:1'YJUa1-i.:111u~1 ~tlLL1JlJ~.:1nfi11 l~LLrl fl1Ttl1f.J'il"I\I (Direct Sales) m1'1lm<il'Yl1.:!
<m.:i (Direct Marketing) mTTJ1t1e.J1\.L~t1 (Media Retailing) Lfl~e:i.:1~1V1ii1E.J~u~1~r;i1~~ (Automatic
Vending Machine), m~1nl1f~fiL~n'Yl"1tiii.m~ (E-Commerce) LLU1J BZC (Business to Consumer)
 U ~ ~Sf I.I
n11RRIDtJnfliJ1RIV1't11Jlfl (Target Market) 'TIU'11u&'ln LL<ilft~"i~L1''Yl~rn'7L'0rnm'l3J L 1'V13J1tl
1.
., .1- I I .ct I i1
...J I*-' &I -11.A't .... .crrr. ..1. I.I .II I d. "1 olLI
'YIWimc;nmu V1i'l~'7'7'V'l'n.i.m 'lf'l bVl'l.J1md'Ylfl1"'l.Jmu L'"l1::<11-n1C11~n~nnip..:uu~.:imri..:i7::C11umrn 3.Jmft.:i
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"ilf1~'1 m'"l~'OJ1'mt1d1tl~::LUtJC11LL<11~:: Brand n"l::LVl'IAfl113.JLL<ilf1'111'1.C11'D~'ilU Vl1\!LE3.JL~L1tl3J L'1!Ln

L~u~rn11,-::~U\1'lLLft::'lf11'il1.:i"l!1~ -X1\lan"tl~u~1L~U'Yl~ft Lii:uwimC11nm.:i~.:i~.:i ~~-:ia,-,-y.i~u~117Du.~u

.... I t.o I.I I ILi I .?! SI ...J ii l.lal
LU",,1,<il~1~f1ft1'1LLrl::f1~3Jfl1"11Jfl"l1 vrn Zen LOJ1::<il~111'\n'l3J1tllU Lu",,l,'il~ rt1\.l.71Ufl11J7::1JWI Dicount
Store Luu~n'11nq3JLL3.Jaoff1Lu fiua::m~ei 7-ELEVEN ~unq3.1um~t1u ;{n~n111 fluiu1vu.J
'l.Um"il1nmn~emfl~3.JLU1'V13-;l~.i'lubLJ SES (Socio Economic Status) bL~1 f11'SLU~l'nl'll1'ileJ.,"J71u
f1'itl~n ifo L'"llt'OJ\l~'OJ11ru1n~3.J LU1Vl3Jl t11u~1~5j ma'f11 LCl'\tJ LL'iiftta1'il10J::*~'l.J n~3J\1 nf11~t:1~m~ti1u
'l.J~L1rn'ln~L~t1.:i LUU'Vl~n
2. m'1tf~11GtJm11taifi-1 (Location) m".T<li'~~uhL~einn1Lrii1mt!u"'1't~~1~qi~'l~ ~.:i-.;it4lei.:i
ae:!~""'t1\lnti LL"1~C11'll t1.:ifiu~1tl~mLc;l~~1ht1J1'Yl LL~ti:f-:i~3-1~unnum14i'C11ftuhft.:1Y1u~1
t1 uOJ~t11urn,-
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count Store L~ufl'lf1Ul.!iei.:iu7L1t\l.L'il<;J~eJ ~mfl't1 LLritm d'"ld10J7atmn fiua::~1niei4f~~uhL~flnYi1Lft

Ll/l E. rri~1H:u.110j1u1uflu~ L~u~1i-1. (Traffic Count) 11hu t1{ a..i11uiqi L~e:invi~ L'fl~n~L-r~~ t1~mfl't1 Luw1i'u
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Tiu;)1tJ~n"l!u1C11L'Vlqjli11tiiu1r~n-;;i1ui'!..Jttuufiuf11L'fl~t1"li1t1 (Chain Store) ~\!'1lu~11t:1t1m'1!1Lihn.:in~3-J

~tf~lnfl1-X3J1f1~'li/l
u.f U 4QJI 9/Lr-1.1
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.., A . I ~ 1.1
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fli/lLrlflrn...1i-tlJl'Yl'ilu'1rtUm (Produ ct Assortment) 'Yl'1'Yll\ln'll\!LL~t'Yll'1~m1rn L"vWl~'1n'l.Jm13.JqJeJ.:Jf11Tlltl'l
n~3JLi11Vl3.11tl LY-l7ltril1d'"llf1r11'1~11.l~mnlil~1fle1'1Jd1ffl~~Ul.1t1U'i1El-:J~U~l LL5~fi1h'lieivii.i1 ti nftEJ'Yli
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'l I.I.di .. I v ..J ' d. ~ 8" a d ~ IV A
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~I.Iv.., ' ii 1J 1J P"l lJ
rtUfl1'Y.t.1.a3Jt1 nrlEJ'Yltrf117~1"1-:J Brand '1!N71UmLfl\! (Private' Brand) ~lJ~c;;u
A.. 'l x ~ ~ x
1nmd LUf11'7'"li/l<tfl (Procurement) ~-du mi-fli/l L~E?nezrwvm1 t: ~e:i El,. m-rmVIUl/l L-:ie:iu L"llm,--;;i l/l'lffl
IV LI A IV ' o ....
 4. n111ff'vlm111u::vnt11mR7ufm (Service and In-Store Desire) tl'l~L11'Yl'JJEl\111u~1tJ~n
"'J.J~unn1JnT7LVf1J~m1LL~~m~lillJ'l'lmmft'tuilu fiu~1tJ~ntJ'l~Lnr1Vf1.:1"'1~"~T~1i1Ltlu-!1u~1
u~m.h~Lfl'YI Full Service LLm~ijn1'~(/lmL~.:I ~lil'LITimmftmt1LUTIU'Vll'Yl71 LWJJru~~ Discount Store
tluLtlUu'ltL11'YI Limited Service LLG'ltUJL'llum13.J'Vll'Vl"rl ~.:ivi1'tV1"'13-117M1t1au'1111mtJn5\J
m'l~lil'LITitnm'1Lunu11J.J1tJtl.:im'le:mmLuum~7i"OJ"m1 ti'lu11u m~ i;i11.:iftu~1 m1e11u1 ti
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"!V .. ... ~ "' ... ... 1"" Ii ... -
5. nuqn1iFl1'U111t1 (Pricing Strategies) n~~'Y11!1il1U71m1>11'Vl'ltJ1lUmu~n3.JEJ..:I Llil 2 LLU1fllil
fiei LLU'l~lil High-Markup, Lower Volume (L"llu Vf1.:1'1.'f11YlftUfl1 Tiu'11tJ~m~~1~mh..:i) LL~tLLU1~1il
Low-Markup, Higher-Volume (nu~1tlitL11'YI Discount Store) ue:ino.nndilu~1u~nif.:i\.l.1n~~'Yli~1u
11m3.J1Lllt1.Lfl~e:i.:iile:ia.:1Lm3.Jmi"ll1t1 L"liu m1~i;i11f11 m1fiun1h ~lilmn~3JftUfll~Ltlu

Loss-Leader
LiJucJlu
6. m1a.Jlf;J';Jlf>l1'101H n5~Ylttm'la-:I LITT3.Jn17<il~11il ri1W~tJTI'!Jfl1U~n il1'il~U~~'3~ L~ti
~..:l~lilf'IUL.jf1ilu LL'1t~TI.:lt1Ellil'!l1 rnUU'Vl~n ~.:i L'\lum'lt~mu.1 bb5~n1'lft..:IL"'~3.Jn1'l'Jll rnuu'Vl6"n t11'0J.iln1'l
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Luum1'll m ti LLtJtJ Lfl~t1"111E.J~5la1'll1n~1 tiei ~11Jm1'1d~Lm.:1 iJ~nEl'UfllJ'YifJ~m1a.J ~u71iw1 Lu~ t1u~iJ'1.:i
LtlmJnr.llilL~'l<ilEl'LITIJ~ LLtJ1JnT7~1ll~n~ LU~EJ'l.tLtJ nri.:i'Yi1L~Lnliln1'7L'1~ElU~1rn~u~ L'1tl~'lJiJ1E.J~U~l
'tuilu~1tJ~mLurn~3J ~Tiu~1u~mLuuL'Vl~e:i11-:1T"Jli'ILTI
2. 1.Jf11~111l11Jiinifiua.J 'l11m.Jum1~1tJ~n'tvi~'l ilm15e:irn~t1ULL'LI'Linut1 ~1..:l'l'l~LTI 'Yi1lVI
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3. n11wri..Jwu1ndu;il11uvm'1lnlonii1111Mlunu ~1n"OJ ~1ll~n1iJ LLuuqj1.:i'1 ~t1-:i LL'!i.:iiu
num.:i LUU'Yl1-:IL~Eln1VfntJ~'U1Lnfl3.J1n~u 'tu~fl'Vlii.:11htL'Yl'1L'YlrnL'!i-:1~"1-'n\.I.'t\.l.~1U~l\Ja11Yiau~1 ~,:iij
~~ei~.:i'l ~..:iL'YlrnL'1~m~Lnlil~u~n~u LL~ LL~1Vf1..:i~~~u~1fi13.!Liia.JLL4i~fi'YI t1El tilllil<if'lm-:ia-:iltJL~El ti'l
rn.:iTlmi5'.jm7f11uTI.1-Jn"OJm'lnu5n~.:iif.:iil1iJLLtJtJi'1,,u;)1iJiimLu1.15iui13.l1LL,j.:iiifu Llilm~~1~mh.:iri-:1
Discount Store ~ L'IXu~u~1mum E.J~fi 'ilJlt1.1.-Yi 'tU71fl1~\)f1n11Li13J1LUt1V'ILLU-:l:g-:1~1uuu.:i <ilmlilltJ LUU
"ii1u1'\.UJ1n Lllit~f11~nu11LLit11i.t3J Discout Store 'OJ~~er111nm'lL~tJL'il\J.:l'f~ u~~~3.IEJ\J-if13-1UJL~n~El
..I ~ 11 ...... ... ......r _ .. ...i
Convenience Store 'Yltl11'1E.J"'1'tll'OJ1U1'\.UJln L!IW~ll~lqJEl'lJaut1.:im1~qit1.:im'l'llu\J~tJ'lL1lflElfl'Yl1..:l'VIU\J
"
 ..i _I II II
fl11HYI 6.1 U1:l:lll1111Ufll
ti'"'an llCl:::'lllU"J'Ul:l'l'lJl
o

Department store Now Planned

a "
1. ~<Ji~mft 14 1
2. hD~ft'~ 20
6
- ....
4 . El:l.l~L~~~ 3
5. ~'1if1L~.,'.l 2
.,
6 . "tfl!ill 2
7.
~. '
>J.IE!~fl.:lt"! 3
8. lJ1'1~1~ 3
' '
9. 1'11'mrn 2
10. ii.1L1ft~ 1
11. 1'lftn 2
., ...
12. LV!f11 1

Supermarket Now Planned

1. Top Supermarket 41
2. Food lion 19 3
3. VILLA 7
4. Jusco 10
5. Foodland 7

Department store Now Planned

1. Tesco Lotus 24 4
2 . Big C. (Casbo group) 23 3
3. Carrefour 11 3

Convenience Store Now Planned

1 . 7-ELEVEN 1520 Many

2. Central Minimart 22
3. AM-PM 130 Many
4. Family Mart 100 70
5. V Shop 70 Many
 ..' I
fllHnt 6.1 (fltl)

Convenience Store Now Planned

6. Tiger Mart 300 Many

7. Jiffy Mart 100 1
8. Star Mart 200 15
9. PIT 120 Many
10. 0.8 95 Many
11. Lemon Green 90 Many
12. Select 100 Many

Category Killer Now Planned

1. Max Auto 34
2. Office Pro 3
3. Marks & Spencer 4
4. Office Depot 4
5. Power Buy 35
6. Watson 50
7. Super Sport 35
8. Home Pro 5
9. True Value 3
10. The Depot 1
11. Power Mall 5 1
12. Boots 50

Source: C.P. Seven

Eleven PCL.
November 2000

1111_/"'fU~' 'f"'"' '.I .. ~.., "'tJ .. Al

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I

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mfaJtJ~~ L'OJ~q,jl:iflnmsn LLrl~~ cii'P.l-:i~1J~13-JP.l-:l~a~~El n7n"il~1tl~nL~'il flLU'\.\"l!P.l-:IUn~.:i'Yl'\.l.~1-:l'fflqj LnP.llJ
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tl'~1f1UF;j081J'U
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1... 92.1 %
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~ 60% fl~'h;l';i ~
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6. LL3.Jf1Lm LE>'!f LCJ"JI' .. "'i.J 90% ~~..
1 n\ 10%

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m1ui-V117~'\..b~1 fl'! fl~'! n17~~ Iii CJ nu~~Y-1~1 E.J Lei il~Vl~el1:::1.!lJ m11Bitb~Uil L~n''r1rnii.na L~ mHm.J1.:i
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(Manufacturing) m7~~~1'VlU1E..I (Distribution) m'I'llU'&'f..:i (Transportation) LL"'~mi~~Ln'IJ (Storage)

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.
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6-32

Customers
demand
Field centers
Sources: Regional
Warehouses: sinks
plants Warehouses:
stocking
vendors stocking
points
ports points

Supply -' .
I

---':i>

t
Inventory &

l
warehousing
1 costs
Production
purchase Transportation
Transportation
costs Inventory & costs
costs
warehousing
costs
..i .. ~ ii "
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..

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m,-fi'c;i~ii.hrl1tl'qi'lu.m~{;)nl'rnalfl 1~LLri
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4
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Devid Simchi-Levi, Philip Kaminsky. (2000). (Edith) Simchi-Levi Designing and Managing the
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Philip Kotler. (2000). Marke~ing Management. The Millennium Edition Prentice-Hall Internation,
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2.2 '1117tr1'W'JJ'JJV'11W~W'J tm~trtNV'11'tl (One Versus Two-sided Aguments) "lll1m'UL1J1J

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n1-:iL'YIY-lL'Y11~u ~qJq,11rnm"ll"ll1<i1V11E.J1umruel ~'1u'l"l1V1~~5l'fl11:1.JLTI
tf1~11mwlf1iqJ'llfNW1'JfY1'i (Order of Presentation) m1"L'il-l'.lfnl.1LU~el~'1Via.J~'Vl~tl
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3. zil11vv'fintn1 (Message Format) ~bbu~"li11611-:i ~Uel ~ntJ'OJ~Ul L61UEJ ~lU~elLC?J L"lfu m,-ii,1
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and Illustration) m1L~ (Color) Vl~Elfl11"U1Li;:fUtiLC?i E.J~ti1'YI ~ i;:fUti'il Lt.J~l"ll~~ti.:i"r'i1L~W..'.l~.:J1~~u
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(Credible sources) unL'fl.J~nl.l~.:J'l"lE.JlE.Jl:l.J'VlllJ'fl'fl~~il~el L~tl.:J
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L<i1E.J'il1..'.11t'Vl11'11.Jfl'fl~'ilm.Jflfl~ (Face to Face) 1iflfi~tl1Jfl~:J.J (Person to audi~nce) LC?JE.JLiL'Yl'l~Y-ll-1'
'Vl~el L~"ll<il'Vl3JlE.JfiL~n'Yl1Eiii.nl>'f (E-mail) Yi1'1.3lm1:J.Jiifmllu~1wihbL~~lile:iu~uel.:i1;JYfuVi
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m1LLi;:f<il.:im1a..1~'11L~uLMmnu~u~1 (Expert Channels) milin~:i.J~3l5'Ylnvm~leim1c;i'C?Jifu1"1l Liu L~tiu
i;:f:J.J1~nmelu'fl11 (Social Channels) LUU~"lf'JU
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Mouth) i;:f1a.J11fl~fi'Yln'V'l~'1itim1t1i'~~uh~e:i1~m.h.:i:J.J1n
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2.1 nn1.fRv (Media) l~Lbrl ~tl~\l~3-JW ('Yl\X.:1~~3-JW il'ilmf1'7 "l~V13.llt1<111-:i Lutl~1 LLe.lit
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2.2 mnr:n~111w1mff (Atmospheres) 11"-r1 ~m'1IP'l'1fl1'WLL'l~rll~ L'VILtJum1m:::~itm~ei
ait~l L"liU m1~vi1"lf1l3.Jel~1.:1~1E.l.:113-J n11'ilf!bLqJ\l~1Urn1u"1J1~ m1~~i~LLrl'li1\lftU~l
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2.3 tr1Nm~mnu (Events) rl'nlL~<;Jfl1'IDL'YlLnm"llfil'1'Vl"le:J~'lfu~ Lm ~Vl~U'1U!fl~~fl\l~Ufl1
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Lli'l L-rl"-\ \l~..:11\l,l,il~cm~um (Events) 'i1'11\lLWiJfl1-mi,'YlL!:t11"Ilei.:1V1'1m"DeJ3.J LE.!'1 L'Vl~U'7Lnflflli'ln.:J~~fr L~ L".ilu

~li1\ll'l-l.LUli1~1au~1 (Grand Opening) ~with::mvi (Contest) m"lrl'U1J~"11i.t.fi;q1 (Sport Marketing)

m,-rl'UlJ~'\1U<ll'U<ll~LL~:::m1MJitL'Yi~ (Music/Enterta::.!lment Marketing)

m1ti111u~Hmh~inw
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L~bnru'1m13.J"l'l-!eJ3.J~1um,-L~\.L L"11'\.I, nduT!ffi~n1'tificj]li1~1UV1rt.:ia.11ri1m'71~min Vl:jeltl1fl11i111 L~,~n"l
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3. nmuP1~VJ.h~mwTAt11t11t1vtiit1vnuejml~.Yu (Competitive Parity Method) 1u<11nlli1
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'l'YI Llil3.J1"1f~a1Uf17tl~'il~11il (Market Share)
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'V17Elm"il L~fon'follu "L'1~e.J.J~EJ" (Tools) ~iXnm1111'11111i.i.13J1r:.J'13Jr:.J6f1v.nv. TI3JL~tJn11ft1utJ1ta3Jm1'

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Mix)
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- LtlunTlU1L'1i.tEJ~EJ6f1n1~'lfU (Public Presentation) uein'll11a1iav.~1LLri~u~1i.i.1u
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2. fl110'-1Jt:r11.ln1'i'111ll (Sales Promotion) n'"lnTUJft.:ILft13-Jn11'illtl3-J'Ylm~J'it!LLlJlJ 3-Jn~'ilnU

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- Jm1a.Ju1L~e:ina\l..:i (High Credibility) rn1'lV1~11r.J1u~PJ'111.:i'l a11.:im1a.JL~e:inmbri~~lJ

'll11~1,-3.11nn-i1m7Li.!~ru1
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- 'lifl113-1~~ftTI:i~TI~ (Dramatization) ri1'lVILn'ilm13-1u1'1uL-o;i1~L"lfUL~mn1Jm71i.!'lfnt1
4. n1111nun~1u'tl1n (Personal Selling) Ltlv.~fl~e:i.:i5lml'u'Yl1.:itJ1:::ft'Ylnm'V-l~'OJ:::'Yi1LVfLn'ilm1
LI .., I.I A ' ~ "" ~ 'I .-~ '1 I.I-., _. _,,, '-' \I I.I I
ftT1..:Jf1113.J,.~l; fl113.J"1f\l,"l!'tllJ bb~:::n1:::~um1'11@1'1U L'OJ'lfel L~'YlU'Yl fllli~nlfnt:::alflqj L@1LLn

- LUUfl11Lt:-J~qJ'VlU11:::'Yl11.:i1Jfl~~ (Personal Confrontation) 'Yi1LVfLn'il fl113.J ~V.Lfl E.J

53J~U!i111Yi l:a1'11~11 'ilillJtcilolfEJ1ci1LLm ~,tlt1~m7111~{1.<11"1'"..l.Yi
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Relative spending Relative spending

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Money
Factors to consider
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-

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Stage in PLC Measurement
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Market share and Communication
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impact
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Major media types
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Vehicles
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* lirn;fu 1iW.t1::1'1Wl"lf Brand Age Volume 2, ISSUE 2 2001,p.106

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u '9'llrJ I'll fll 1f'l~HY'll IfU ilfl fl ti fl I'-1lHlnu 1~a.fl't1flH 9
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u-oJ~u~-oJ1i-ru1Lurn1'li~~m~.nm~rn (1v:1't1~il LL~~1'Y1~)

1. m11t11~on (Penetntion) ~a ~iu1v.fl1'1L~tiu~a13.-111ri'lli~ti1'YIEJ "ll~tl~tlL'YITti'ffi.ft~ L"ilv.
fl~1L~eiv.Lv.m-:i
L'YIYM ai3.Jl1r:wL'YITIJ'1ifo'fl~1'Yl 'i~11~ 90% u-r!~\l-'lliifl11~1tiu1v.m.:iL'Y1Yi"1
1 oo fl11L1eiu

s:1 ~'1~tl\171J1'Y1 ~LL~~t'Y11t1'1u 90 '1~1 L1eiu

A
2. f111JJl11tJV'1fJU (Coverage) fle:J '"'IL-' L1lU'Yli;f13J1i-n,-.J
Ltl tl1L"1Ufi:m1 A
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A. -.. A
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LL~~L'YITY1'1UL'l'l L'lfU n'l~L'YIY\"1 3.JLfljtJ\111Ji.'Y1Tf1'1U 2 ,000,000 Lfl1eJ\I w11a1a..i1'mj'!J~~'V."1eJ\l<Jitl\I 9 L~
V

I 0 I
A ..J d .S U '1 - o\j ., A .'1 9' A I I ..
1,800,000 Lfl"lfl\I '"11'\.l,'YlLV:fl 'TIJ ~ L~LUl~'1f1uqJY.1'/'l'"?'V.L'r.fl'V.fln1'!"~m~.mmfl LLG'f'l'l-:l11"l5eJ\I 9 :J..ifl113.J
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fl'7fltJfl~d-J (Coverage) 90% '!leJ\lfiv.~
 ii11ci{L~'l-l.1u 100.ooo u1'Yl LL~<1l'311vi1'l~Ln<1l aRP ~u 50 f'I~-'1<1l!:.J6'fl11~hi
.,
Reach x Frequency = GRP (Sjvn.i-"Jmflufl1'3)

GRP
Reach
=
GRP
= Reach (5l'VIU'H.HllUflU 'Vl7mi'1it1 Ltl Lt11 E.J1J Lft !:.J'l.J n'l.J
Frequency
n~a.JLU1'V13-J1E.J.X-.:i'Yla.J<1liivnbmtlu %)

3. ff'U1J'UAtJnu (Cost Per Thousand: CPM) Liiei-.:il>nnm1'li~ei1~~rn1LL'li'i:~t17~Lfl'Y1Yi1L~Ln<1l

Reach ukvhnu ~"'Wi:n3J17m<1lt11~~'Yln111Y'llti'lffil,1 t(j) !:.J<1\'0J1rr-l1Wl"'-~Ul~mu1 LL'ii LWE.1'31 ~1'3 L~ m i il'l

it11'j1u1uf'lu~L~ultiMru13J1V111L~!:.JWUq]wr1uq]u~uf'lu l11m~1~m.n1m~1i1-lf'IU 1,000flu1(1)1<1mLi'L~u
1.teiE.Jn-:11 Lt.a<1l-.:i11~uiiu5lt11~~'Ylfm'Y'l3J1nm1
S' r .- llcv r .cf !SI
4. "'U'fJ'U'18fl71JJUtJJJ11tln11'118-t1J1V'll111r1-S111U'UI 1'HJJ1tJ
iJ (Cost per Target Audience
""'- . ..!..\'14 .. ~ .,[ TARP L'llu 'l"'-
Rating Point: TARP) nT'H'lfL..:IU'OJ1WlU'Yl'l.-Wll'm<1l'Y1'3Vl3J<1ln :.'t<;)... 40
"ll'L..:IU 4,000,000 'l.J1'Yl "lfu
TARP LL~CIWJ1 TARP LL~~ 100,0001J1'Y1 m1'li'L~U~u TARP i.Cll;i..i1nn-:h LL~~~1E.JL~U\)nn11 LL~<1l.:t11'l-if
~uu E.i1..:iih.J1~~'Ylnm'Y'l3-J1nn11
5. ffU7.J'Ufft1n111H'Ull,{O::fl.f-t (Cost perRatingPoint: CPRP)'Oj1i,r.iU~U~..:IV13-J<1lyj'l~11~1!:.J GRP

Liu 'li'L~u 4,ooo.ooo rnvi vh'l~Ln<1l GRP 200.000 f)~" L~~E.J~UYJU'1iurn7L~i..tLL'ii~~f1~..:i (CPRP) =20 'l.J1'Yl
6. th::iniNt1'1JtJ.Jn11Gva11 (Effectiveness) ll1~~'Y1n~~'llel'ln17~u~17 = ih~~'Ylnm'Y'l'lleJ-.:J
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~UYJU'11n-nei
IJ
+ m'Y'l~rnfrn + c-i~m~u (Effectiveness) : (Efficiency) + (Image) + (Impact)
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iJIU'VJU'iluf'l~LLUUf'l113JitE.J3J'0nnn~3JLU1'V13J1!:.J (Cost per TARP)
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LL~~Y'lf]~ m1a.J
9. n1111iirm1u11tJnl1 (Rating) fiei G11L~'ll~LL~~.:im1a.JUE.J3J'ileJ'3 ~"ll'3J~fi'.iq]e:i'TI!:.Jn11L<1l11!:.Jn11
..! ..! ., .I 'a ' ,,, .J ::"'I .1.. .. .,. ., "" ..1 .. ..0 .., 1 . , '
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fl113-J'l.l.!:.J3J11!:.Jn11 ating = -.S1u1'\..m~'1L~eJU~Lil~11!:.Jm7L<1l'TI!:.Jn17Vlrt..:i x 100
('"51U1UflTlL~uu.X\l~U~ilLf'l~u-.:J-YtllmYITrULUL'll~Ylel'l~'Yl\L)

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(Share of Audi ence: SOS) Ltl u7L"lfU(.9l'!leJ'31J1U'Y1 ::;

LmE.Jrnfi E.Jun'l.Ju1u.X-.:iV13J ~
~ ri1~'3LU<1l~t'Yl'n1~nnui1.:i L1miXu ~..:i Lllum7Ltl~rnJ LYiE.Ju11 'lw1h..:1 L-rn1
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11
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(Coverage) 'Vlmt1t1-:i
t1e:i'llW3-IW (Circulation) -oj1\.b1uvnX-:i~e:iw3.1w/it111t151~w3-!We:ie:in:1J1Li:.imwd..X-:i'Vl3-l<ll
l.11 o i<fl ~ .J I A ' ollllll >
'OJ1U1Ui:.Je:i1U (Readership) 'iil1U1U~e:i1UYl-:l'Vl:IJl?l 'lf\l'OJ:::t'f\lm1t1e:Jlil'V'l:IJ'Vi L'ViT1:::3.Je..imu
ti " .. 'lJ

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t,t, x....
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., I .-&\t 1't L'~ 11.J I I llJJ(

~mUYI 1,;,1 Llilne:i (Pass Along Audience) e;iYle:i1U9lel'OJ"'.fl~'ll'e:i
i.I I I.I I "'
A I.I II I I 9.1 A '
'OJ1U1U~mUTI3.J (Total Audience) ~muLuew11ubbfl:::'OJ-:..1nu~mt.1.9lei ~ni.~mmeJ'll'V'l.l-IYI

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fl11ll~UN'Ui:r8 ~lfWlflU.l"J~tl~llt'lllUt~VIUJ'Vi'Uft ..... ...'
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rn1<il'll~Uh 1-H~ei1u Seasonal c;l1-:i'l l'llt1rf1Ltlirn~:::<il'llR"vi.h1~'m"ltl1~1111.:1nU()".}n1~'ll1tl"lltl\l

ftU~1 b'llU bfl~el-:!~3-J~.l-l~lJl'SJ'l!ttU1LU"ih~r:~r~eiu fl73-IY11t'.l1LUU't11\lt)~'Vl0..t11 ~u~11'~Liiu-d1-:ill'llmfl

m":i~fl'l!tl L~q)tn-:ifl~..:i-:i1..11w.Jmu.1m'i l r'rn'11t1tu~'li1\l Low Season L~e:in1:::~umd"ll1t11u'li1-:i"llrn'lf1 1'1lt1
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fl11'il.itf11.:l'l.J &CJ..lllf.\ll~UJ'W'M'YI
m1L~emL~~ei1f1Jmit11V1t1~"0J11ru1i1-.;i~t1'Yl1..:l1l~'11fl'il~ m'OJ'l-i~e:i~bUU National Coverage
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L'liU 1'Yl'ni''1~ 'VliX..:i~e:iw~~ ii.'ilt1m1 'Vl7eit11~e:i..:imTiil:::L'OJ1:::'0J..:i~u-#lVILU'l-l.WL'11f fl11L~eln'l-ir Local Media
1h:::ne:iu'i11t1V1ifo~e:ifl,).J~ne:i..:i~ii1'YlEfvfe:i..:i~u 1ht1111.1ttru1

m1-J.i 'lh::: irii.fll'Wfll 11CJ..lll f.\11 (Evaluating Advertising Effectiveness)

mTI'V1tl1tft'Ylnrn'Vil1t.J1!111.l.1'Yii1.~ 21n ~ e:i Communication-Effect Research LL~::: Sales-Effect
Research
Communication-Effect Research 1'ili:..i~11m';i~!li'ufl11.).J1flJ'lffi41iltht~'Yln.fl1YH~ E.J..:iLVI L'1iu
Direct Rating Method m3-J~ui&ifl
.. 1t-1~VlelU~u1flJ'lfru1~Li1it 1'-l1!111.l.1'1-i1fluhV1~ei'W 1f1u'lt-19i1i1'i113-J
ei1u11t1~:::L~t1Vl'Vl~e:i't~ Li1u1f1Jl!l1ll.1bb~1Li1h11~11m1\Jn@lehi'Vl~t1'1.aJ l'1-lmu.1m3.J11ri~..:ih 1~'Vl1e:i1.JJ Ln~
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~ .f 'i ..J ~ v ..< ..! .J..! .f11 _,11.,- T '""
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e:iE.!1-:iL~m LL~iiqf1Lbtl1Y11-:illi1ii11fl1 fJfl,).JU~flufi'1 m"I~V1oi1V1u1t1113-Jei~~1E.J u!U1..:ihfic,911~ 'l.l'nm1
'ilmVl'OJti1~3-J3-JqJj1U11 n1'!'l.11-:iu1flJ1!111.l.1 (Share of Expenditures) 'Yi1L~ftufi'1'tC11'~umm~11'iJ1u (Share
...i
of Voice) ~-:13-J
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J !'I ... AT - .I "I ... -
LUm1a..J'Y11"-l'OJ1"11el-l~ll1"bllfl (Share of Mind and Heart) 'lf..:1'1t'Yl1 L'Vlm~nT'i

b-Aa..iri1ufl1e:i..:1Lut11mV1 (Share of Market) 'lu~f!Vl

, ... ' ....

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~lTITitl.\ LLua..:utia.i ti.:i~m ~..:ifi~mun mn~1'T'J,.:me:iu~1tJTitm.J1"1f1 GB704 m~~mmn111ffwi (Marketing
Management) a.J'Yl11'Ylt11~tl71a.Jf11LL'Vl..:J
Brand Age Volume 2 Issue 2 Febuary 2001 .
David Simchi - Levi, Philip Kaminsky, Edith Simchi - Levi (2000). Designing and Managing the Sup-
ply Chain, Concepts, Strategies, and Case Studies Irwin McGraw-Hill.
Jesept P.Guiltinan, Gordon W.Paul, Thomas J. (1997). Madden: Marketing Management, Strategies
and Programs. 6th ed. The McGraw-Hill Companies , Inc ..
Kotler, Philip. (2000). Marketing Management: Analysis, Planning, and control : the milinmium ed.
London, Prentice-Hall International.
Philip Kotler (2000). Marketing Management. The Millennium Edition Prentice Hall International,
Inc.