Chapter 18 - Marketing mix(Product & Price)

irene floriane
Mind Map by irene floriane, updated 12 months ago
irene floriane
Created by irene floriane about 4 years ago
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Chapter 18 - Marketing mix(Product & Price)
1 4Ps
1.1 the right PRODUCT
1.2 the right PRICE
1.3 effective PROMOTION
1.4 right PLACE, right time
2 4 Cs
2.1 CUSTOMER SOLUTION - what's needed to fulfill customers' wants
2.2 COST TO CUSTOMER - total cost of production
2.3 COMMUNICATION - 2way communication w/customers
2.4 CONVENIENCE - accessible pre-sales info & location to buy product
3 CRM - Customer relationship management
3.1 use marketing activities to establish successful customer relationships to achieve & maintain their loyalty.
4 HOW - long term relationships
4.1 Targeted marketing
4.2 Cust. service & support
4.3 Provide information
4.4 Social Media
5 Products
5.1 Quality
5.2 Durability
5.3 Peroformance
5.4 Appearance
6 USP - Unique Selling Point
6.1 Product differentiation from competitors
7 PRODUCT LIFE CYCLE
7.1 1. Introduction
7.2 2. Growth
7.3 3. Maturity
7.4 4. Decline
8 COST BASED PRICING
8.1 Mark up pricing
8.2 Target Pricing
8.3 Full Cost
8.4 Contribution Cost
8.5 Competition based
8.5.1 Perceived value pricing
8.5.2 Price DIscrimination
8.5.3 Dynamic pricing
9 Pricing Strategies
9.1 Penetration Pricing
9.2 Market Skimming
10 Pricing Decisions
10.1 Competition level
10.2 Loss leaders
10.3 Psychological pricing
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