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1、Marketing Management,Marketing Management,Product policy,A product can be anything a prospective customer considers to be of value, such as a good, a service, a person, a place or an idea.deals with satisfying a buyers wants and designing a value offering with the desired characteristics.It also inv
2、olves the creation or alteration of packages and brand names and may include decisions about guarantees and repair services.,Product policy A product can b,Product Decisions,Product DecisionsCORE Expected,Pricing policy,This is about deciding on a pricing strategy. A more useful and modern concept i
3、s to focus on the markets view of payment or cost to the user.The price variable relates to activities associated with establishing pricing policies and determining product prices. Price is a critical component of the marketing mix because (1) consumers are concerned about the value obtained in an e
4、xchange. (2) is the only revenue-generating element.,Pricing policy This is about d,Customers Perspective of Pricing,Customers Perspective of Pric,External Influences On The Pricing Decision,External Influences On The Pri,Internal Influences On The Pricing Decision,Pricing Decision,OrganizationalObj
5、ectives,MarketingObjectives,Costs,Internal Influences On The Pri,Place,Place or placement is about delivering value and focusing on distribution. It looks primarily at logistics and channels of distribution, and achieving convenience or accessibility value for the customer. Place is the most long te
6、rm of all the marketing mix elements; it is the most difficult to change in the short term.,Place Place or placement is ab,Distribution (Place) Decisions,Distribution channels - Intermediaries?Facilitators?Market coverage (inclusive包容销售, selective选择性销售, or exclusive distribution独家总经销)?Inventory mana
7、gement?Warehousing?Order processing?Transportation?,Distribution (Place) Decisions,Promotions,Promotion includes advertising, personal selling, sales promotion and publicity (marketing public relations). The modern approach is to see this as communicating value and incorporating it in the concept of
8、 integrated marketing communications. The promotion variable relates to activities used to inform one or more groups of people about an organisation and its products.,Promotions Promotion includes,Promotion Decisions,Promotional Mix,Advertising,Public Relations,Sales Promotion,Personal Selling,Direc
9、tMarketing,Internet/E-commerce,The task of Promotion is to target customers and Communicate with them An integrated mix of promotional techniques should reach customers by all available channels,Promotion DecisionsPromotional,The marketing process,Analysis Collecting data on 8 Os and using various q
10、uantitative and qualitative techniques of marketing research.Planning The blue print generated to react to and exploit the opportunities in the market place, which involves long term and short term strategies (PEST, SWOT). Implementation Carrying out of the planned activity Control mechanisms Monitoring of environmental forces, competitors, channel participants and customer receptiveness.,The marketing process Analysis,知识回顾Knowledge Review,祝您成功！,知识回顾Knowledge Review祝您成功！,
