CHAPTER 6

ACTIVITIES INCLUDED IN THE

MARKETING PLAN AROUND:

PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT PRICE

B2B -- B2C BOTH PRICING OBJECTIVES

GOOD - SERVICE - Profit oriented
NATURE OF PRODUCTS - Sales oriented
SERVIVCE LEVEL - Status quo oriented
- Physical evidence - Five cs of setting prices
- Process PRICING POLICIES AND LEGAL ISSUES
- People - Price flexibility
BRANDING - List pricing
PRODUCT MIX - Prices over the PLC
PACKAGING - Discounts and allowances
LABELING - Transportation costs
PLC - Price fixing
NEW PRODUCT DEVELOPMENT - Price discrimination
PRICING AND CUSTOMER VALUE
- Value pricing
- Meeting competition
COST- ORIENTED PRICE SETTING APPROACHES
DEMAND ORIENTED PRICE SETTING APPROACHES
OTHER PRICE SETTING ISSUES

PLACE
CHANNELS OF DISTRIBUTION
- Direct or Indirect
- Functions of suppliers
CHANNELS SPECIALISTS
- Retailers
- Wholesalers
CHANNELS RELATIONSHIPS
- Vertical marketing systems
- Captain channel
MARKET EXPOSURE IN CHANNELS
- Intensive
- Selective
- Exclusive
PHYSICAL DISTRIBUTION
- Logistics
- Transporting
Storing
PROMOTION
INTEGRATED MARKETING COMMUNICATIONS
The communication process image and identity
The new public space. Digital Marketing
PROMOTION METHODS
- Personal selling and customer service
- Mass selling (ATL) Above the line
Advertising
Publicity
SALES PROMOTION (BTL) Below the line
BLENDING PROMOTION
- Push and Pull
- Adoption process
- PLC
- Budget setting
NEW PRODUCT DEVELOPMENT
 PRODUCT

ANY THING THAT CAN BE GIVEN TO A MARKET FOR

ATTENTION, ACQUISITION,USE OR CONSUMPTION THAT
MIGHT SATISFY A NEED AND WANT.

Tangible goods
When Product get connected with the Services
other Ps, the sum of all of them Events
become an offering Persons
Places
Ideas
STRATEGIC DECISIONS ON PRODUCT
B2B -- B2C BOTH
(TYPES) OF B2C AND B2B PRODUCTS
TANGIBLE GOODS & SERVICES
SERVIVCE LEVEL
BRANDING (Chapter 7 Branding and Positioning)
PRODUCT MIX
PACKAGING
LABELING
PLC
NEW PRODUCT DEVELOPMENT
 Layers of a Product
AUGMENTED
Warranty, delivery,
ACTUAL
support website

CORE Lawn that

PRODUCT neighbors envy
BENEFIT
Honda lawnmower
PRODUCT

PRODUCT
 Types of Consumer Products

Convenience Products
Shopping Products
Specialty Products
Unsought Products
 Types of Business Products

Raw Materials and Process Materials

Component Parts
Maintenance, Repair, and Operating Products
Accessory Equipment
Installations
Business Services
Types of Business Types of Consumer
Products Products

Raw Materials and Process

Materials Convenience
Component Parts Products
Maintenance, Repair, and Shopping Products
Operating Products Specialty Products
Accessory Equipment Unsought Products
Installations
Business Services
Types of Products
Types of Business Types of Consumer
Products Products

Raw Materials and Process

Materials Convenience
Component Parts Products
Maintenance, Repair, and Shopping Products
Operating Products Specialty Products
Accessory Equipment Unsought Products
Installations
Business Services
Types of Products
Types of Business Types of Consumer
Products Products

Raw Materials and Process

Materials Convenience
Component Parts Products
Maintenance, Repair, and Shopping Products
Operating Products Specialty Products
Accessory Equipment Unsought Products
Installations
Business Services
Types of Products
Types of Business Types of Consumer
Products Products

Raw Materials and Process

Materials Convenience
Component Parts Products
Maintenance, Repair, and Shopping Products
Operating Products Specialty Products
Accessory Equipment Unsought Products
Installations
Business Services
Types of Products
Types of Business Types of Consumer
Products Products

Raw Materials and Process

Materials Convenience
Component Parts Products
Maintenance, Repair, and Shopping Products
Operating Products Specialty Products
Accessory Equipment Unsought Products
Installations
Business Services
Types of Products
Types of Business Types of Consumer
Products Products

Raw Materials and Process

Materials Convenience
Component Parts Products
Maintenance, Repair, and Shopping Products
Operating Products Specialty Products
Accessory Equipment Unsought Products
Installations
Business Services
STRATEGIC DECISIONS ON PRODUCT
B2B -- B2C BOTH
(TYPES) OF B2C AND B2B PRODUCTS
TANGIBLE GOODS & SERVICES
SERVIVCE LEVEL
BRANDING (Chapter 7 Branding and Positioning)
PRODUCT MIX
PACKAGING
LABELING
PLC
NEW PRODUCT DEVELOPMENT
 Characteristics of Services
Services that cannot be touched, seen,
Intangibility tasted, heard, or felt in the same manner
as goods.

A characteristic of services that allows

Inseparability them to be produced and consumed
simultaneously.

Variability A characteristic of services that makes

them less standardized and uniform than
or Heterogeneity goods.

A characteristics of services that prevents

Perishability them from being stored, warehoused, or
inventoried.
 CINE COLOMBIA
Groups of three

Identify the 4 ps

PLACE IT IN A CONTINUM

DOES CC ACCOMPLISH WITH THE CHARACTERISTICS OF SERVICE?

IF YOU WERE THE MARKETING MANAGER OF CINE COLOMBIA

WHAT STRATEGIES WOULD YOU USE IN ORDER TO AVOID
THE PERISHABILITY PROPERTIE.
STRATEGIC DECISIONS ON PRODUCT
B2B -- B2C BOTH
(TYPES) OF B2C AND B2B PRODUCTS
TANGIBLE GOODS & SERVICES
SERVIVCE LEVEL
BRANDING
PRODUCT MIX
PACKAGING
LABELING
PLC
NEW PRODUCT DEVELOPMENT
 Product Items, Lines, and Mixes
A specific version of a product
that can be designated as a
Product Item distinct offering among an
organizations products.

A group of closely-related
Product Line product items.

All products that an

Product Mix organization sells.
 Gillettes Product Lines and Mix
Width of the product mix
Depth of the product lines

Blades and Writing

razors Toiletries instruments Lighters

Mach 3 Series Paper Mate Cricket

Sensor Adorn Flair S.T. Dupont
Trac II Toni
Atra Right Guard
Swivel Silkience
Double-Edge Soft and Dri
Lady Gillette Foamy
Super Speed Dry Look
Twin Injector Dry Idea
Techmatic Brush Plus
Potential Benefits of Offering a Large
Product Portfolio
Economies of Scale
Package Uniformity
Standardization
Sales and Distribution Efficiency
Equivalent Quality Beliefs
 Product Modifications

Quality
Modification

Types of
Functional
Product Modification
Modifications

Style
Modification
Planned Obsolescence

?
STRATEGIC DECISIONS ON PRODUCT
B2B -- B2C BOTH
(TYPES) OF B2C AND B2B PRODUCTS
TANGIBLE GOODS & SERVICES
SERVIVCE LEVEL
BRANDING
PRODUCT MIX
PACKAGING
LABELING
PLC
NEW PRODUCT DEVELOPMENT
 Packaging

Contain and Protect

Promote
Functions
of
Facilitate Storage, Use, Packaging
and Convenience

Facilitate Recycling
STRATEGIC DECISIONS ON PRODUCT
B2B -- B2C BOTH
(TYPES) OF B2C AND B2B PRODUCTS
TANGIBLE GOODS & SERVICES
SERVIVCE LEVEL
BRANDING
PRODUCT MIX
PACKAGING
LABELING
PLC
NEW PRODUCT DEVELOPMENT
 Labeling

Persuasive Informational

Focuses on Helps make proper

promotional selections
theme
Lowers cognitive
Information is dissonance
secondary
Includes use/care
 Product Warranties

A confirmation of the quality or

Warranty performance of a good or service.

Express A written guarantee.

Warranty
STRATEGIC DECISIONS ON PRODUCT
B2B -- B2C BOTH
(TYPES) OF B2C AND B2B PRODUCTS
TANGIBLE GOODS & SERVICES
SERVIVCE LEVEL
BRANDING
PRODUCT MIX
PACKAGING
LABELING
PLC
NEW PRODUCT DEVELOPMENT
 PLC
Product Life Cycle

Introduction
Growth
Maturity
Decline
death

IN EACH STAGE OF THE PROCESS, MARKETING

MANAGERS MUST IMPLEMENT SPECIFIC
STRATEGIES TO OVERCOME COMPETITION
PLC
 Strategic Options for Newness of a
Product
New-to-the-World Products (Total Innovations)
New Product Lines
Product Line Extensions
Improvements or Revisions of Existing Products
Repositioning
Cost Reductions
 Stages of New Product development
Customer needs analysis
Idea generation
Screening of ideas
Business Analysis (Evaluation)
Product development
Marketing strategy development
Test marketing
Commercialization
 CEO

CARLOS
SLIM

https://www.youtube.com/watch?v=_OvkFmoW59g

https://www.youtube.com/watch?v=NI16UWObSGo