chapter 13 1 creating marketing strategies prepared by norm althouse university of calgary prepared...
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Creating Marketing StrategiesCreating Marketing Strategies
Prepared byNorm Althouse
University of Calgary
Prepared byNorm Althouse
University of Calgary
Copyright © 2011 by Nelson Education Ltd.
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Learning Outcomes
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1 Describe what is meant by a product.
2 Explain the stages of the product life cycle.
3 Discuss the role of pricing and the strategies used for pricing products.
4 Explain distribution and distribution channels.
5 Illustrate how supply chain management can increase efficiency and customer satisfaction.
6 Briefly list the goals of promotional strategy.
7 Discuss the elements of the promotional mix, and integrated marketing communications.
8 Identify the factors that affect the promotional mix.
9 List some of the trends in marketing.
Copyright © 2011 by Nelson Education Ltd.
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Creating the Marketing Mix
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Creating the marketing mix combines the four P’s into a concise plan that will meet or exceed the target market’s expectations
Creating the marketing mix combines the four P’s into a concise plan that will meet or exceed the target market’s expectations
Copyright © 2011 by Nelson Education Ltd.
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What is a Product?
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Any good or service, along with its perceivedattributes and benefits, that creates value for
the customer.
Any good or service, along with its perceivedattributes and benefits, that creates value for
the customer.ProductProduct
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Classifying Consumer Products
5Copyright © 2011 by Nelson Education Ltd.
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Classifying Business Products
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Capital productsCapital productsLarge, expensive items with a long life span that are purchased by businesses for use in making other products or providing a service.
Large, expensive items with a long life span that are purchased by businesses for use in making other products or providing a service.
Expense itemsExpense itemsItems, purchased by businesses, that are smaller and less expensive than capital products and usually have a life span of less than one year.
Items, purchased by businesses, that are smaller and less expensive than capital products and usually have a life span of less than one year.
Copyright © 2011 by Nelson Education Ltd.
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Branding
Brand equity:
the value of company and brand names
Master brand:
a brand so dominant that consumers think of it immediately when a product is mentioned
Brand loyalty:
a consumer’s preference for a particular brand
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Benefits of Branding
1. Product Identification– brands allow marketers to distinguish their
products from all others
2. Repeat Sales– developing brand loyalty
3. New Product Sales– brand equity fuels sales of new products
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Characteristics of Effective Brand Names
Easy to pronounce Easy to recognize Easy to remember Short Distinctive, unique Describes the product Describes the product’s use Describes the product’s benefits Has a positive connotation Reinforces the desired product image Is legally protectable in home and foreign
markets
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Levels of Brand Loyalty
Brand preferenceBrand preference
Brand recognitionBrand recognition
Brand insistenceBrand insistence
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Types of Brands
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The Functions of a Package
Help promote the productHelp promote the product
Protect the productProtect the product
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Labelling
Focuses on a promotionaltheme or logo – consumerinformation is secondary
Focuses on a promotionaltheme or logo – consumerinformation is secondary
Persuasivelabelling
Persuasivelabelling
Designed to helpconsumers make proper
product selections
Designed to helpconsumers make proper
product selections
Informationallabelling
Informationallabelling
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Warranties
WarrantyWarranty Guarantees the quality of a good or service.Guarantees the quality of a good or service.
ImpliedWarrantyImplied
WarrantyAn unwritten guarantee that the good or service is fit for the purpose for which it was sold.
An unwritten guarantee that the good or service is fit for the purpose for which it was sold.
Express WarrantyExpress Warranty A written guaranteeA written guarantee
Full Warranty
Full Warranty
The manufacturer must meet certain minimum standards, including repair of defects, product replacement, or refunds.
The manufacturer must meet certain minimum standards, including repair of defects, product replacement, or refunds.
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Product Development Process
6. Introduce product to marketplace6. Introduce product to marketplace6. Introduce product to marketplace6. Introduce product to marketplace
5. Test-market the new product5. Test-market the new product5. Test-market the new product5. Test-market the new product
4. Develop the concept4. Develop the concept4. Develop the concept4. Develop the concept
3. Screen ideas/concepts3. Screen ideas/concepts3. Screen ideas/concepts3. Screen ideas/concepts
2. Develop new-product ideas2. Develop new-product ideas2. Develop new-product ideas2. Develop new-product ideas
1. Set new-product goals1. Set new-product goals1. Set new-product goals1. Set new-product goals
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The Product Life Cycle
16Copyright © 2011 by Nelson Education Ltd.
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Strategies for Success
17Copyright © 2011 by Nelson Education Ltd.
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Pricing Objectives
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Value pricingValue pricingOffering the target market a
high quality product at a fair price and with good service.
Offering the target market a high quality product at a
fair price and with good service.
Profit maximizationProfit maximizationProducing a product as long as
revenue exceeds the cost of producing it.
Producing a product as long as revenue exceeds the cost of producing it.
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How Managers Set Prices
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A certain percentage (the markup) is added to
the product’s cost toarrive at the price.
A certain percentage (the markup) is added to
the product’s cost toarrive at the price.
Markup PricingMarkup Pricing
The price at which a product’s costs are
covered, so additionalsales result in profit.
The price at which a product’s costs are
covered, so additionalsales result in profit.
Breakeven Point(Breakeven Analysis)
Breakeven Point(Breakeven Analysis)
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Markup Pricing
Based on CostMarkup percentage = markup amount ÷ item cost
Based on Selling PriceMarkup percentage = markup amount ÷ selling
price
Note: formulas on page 399 in the textbook are incorrect
20Copyright © 2011 by Nelson Education Ltd.
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Breakeven Analysis
Fixed costs – do not vary with different levels of output
Variable costs – change with different levels of output
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Breakeven point = Total Fixed Costs
(in Units) Fixed-cost contribution*
*(selling price per unit minus the variable costs per unit)
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Breakeven Analysis
$
# of Units Sold
Fixed Costs
Variable Costs
Total Costs
Total RevenueBreakeven
point Profit
Loss
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Product Pricing
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Introducing a product with a high initial price and lowering the price
over time
Introducing a product with a high initial price and lowering the price
over time
Price SkimmingPrice Skimming
Selling new products atlow prices in the hopeof achieving a large
sales volume
Selling new products atlow prices in the hopeof achieving a large
sales volume
Penetration PricingPenetration Pricing
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Product Pricing
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Odd-Even PricingOdd-Even PricingSetting a price at an odd number toconnote a bargain and at an even number to suggest quality
Setting a price at an odd number toconnote a bargain and at an even number to suggest quality
Leader PricingLeader Pricing
Pricing products below the normal markup or below cost to attract customers to a store where they would not otherwise shop
Pricing products below the normal markup or below cost to attract customers to a store where they would not otherwise shop
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Distribution (Place)
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Efficiently managing the acquisitionof raw materials to the factory and the movement of products from the producer to industrial users and consumers
Efficiently managing the acquisitionof raw materials to the factory and the movement of products from the producer to industrial users and consumers
Distribution (logistics)
Distribution (logistics)
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Marketing Intermediaries
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Agents andBrokers
Agents andBrokers
Agents are sales representatives of manufacturers and wholesalers, and brokers
are entities that bring buyers and sellers together.
Agents are sales representatives of manufacturers and wholesalers, and brokers
are entities that bring buyers and sellers together.
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Channels of Distribution
27Copyright © 2011 by Nelson Education Ltd.
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Functions of Distribution Channels
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Ease the flow of goodsEase the flow of goods
Perform needed functionsPerform needed functions
Reduce the number of transactionsReduce the number of transactions
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The Intensity of Market Coverage
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SelectiveDistributionSelective
Distribution
A manufacturer selected a limited number of dealers in an area (but
more than one or two) to market its products.
A manufacturer selected a limited number of dealers in an area (but
more than one or two) to market its products.
IntensiveDistributionIntensive
DistributionA manufacturer tries to sell its products wherever there are
potential customers.
A manufacturer tries to sell its products wherever there are
potential customers.
ExclusiveDistributionExclusive
DistributionA manufacturer selects only one or two dealers in an area to market its
products.
A manufacturer selects only one or two dealers in an area to market its
products.
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Managing the logistical components of the supply chain
Sourcing and procurementProduction schedulingChoosing a warehouse location and typeSetting up a material-handling systemMaking transportation decisions
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Responsibilities of Supply Chain Managers
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Transportation Decisions
Criteria for
Mode ofTransportation
Criteria for
Mode ofTransportation
ReliabilityReliability
Transit TimeTransit Time
CostCost
CapabilityCapability
AccessibilityAccessibility
TraceabilityTraceability
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Major Modes of Transportation
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The attempt by marketers toinform, persuade, or remind
consumers and industrialusers to engage in the
exchange process.
The attempt by marketers toinform, persuade, or remind
consumers and industrialusers to engage in the
exchange process.
PromotionPromotion
A set of unique features ofa product that the target
market perceives asimportant and better thanthe competition’s features.
A set of unique features ofa product that the target
market perceives asimportant and better thanthe competition’s features.
Differential Advantage
(Competitive Advantage)
Differential Advantage
(Competitive Advantage)
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2. Getting consumers to try products2. Getting consumers to try products
3. Providing information3. Providing information
4. Keeping loyal customers4. Keeping loyal customers
6. Identifying target customers6. Identifying target customers
1. Creating awareness1. Creating awareness
5. Increasing the amount and frequency of use5. Increasing the amount and frequency of use
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Integrated Marketing Communications
The careful coordination ofall promotional activities to produce a consistent, unified message that is
customer focused.
The careful coordination ofall promotional activities to produce a consistent, unified message that is
customer focused.
Integrated Marketing
Communications
Integrated Marketing
Communications
Promotional Mix
Promotional Mix
AdvertisingAdvertisingAdvertisingAdvertising
Public Public RelationsRelationsPublic Public
RelationsRelations
PersonalPersonalSellingSelling
PersonalPersonalSellingSelling
SalesSalesPromotionPromotion
SalesSalesPromotionPromotion
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Factors that Affect the Promotional Mix
36Copyright © 2011 by Nelson Education Ltd
Nature of the ProductNature of the Product
Market CharacteristicsMarket Characteristics
Available FundsAvailable Funds
Push and Pull StrategiesPush and Pull Strategies
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Push and Pull Promotional Strategies
37Copyright © 2011 by Nelson Education Ltd
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Category ManagementCategory Management
Yield Mangement Systems Help CompaniesMaximize their Revenues
Yield Mangement Systems Help CompaniesMaximize their Revenues
Incorporating More Technology at All LevelsIncorporating More Technology at All Levels
Trends in Marketing
Outsourcing Logistics FunctionsOutsourcing Logistics Functions
Copyright © 2011 by Nelson Education Ltd.