Chapter 12 - Dimensions of marketing strategy. Learning objectives of this chapter include: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage;...
Part Marketing: Developing Relationships © 2015 McGrawHill Education 12-2 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 12-3 Learning Objectives LO 12-1 Describe the role of product in the marketing mix, including how products are developed, classified, and identified LO 12-2 Define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ LO 12-3 Identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage LO 12-4 as Specify the activities involved in promotion as well promotional strategies and promotional positioning 12-4 Product Strategy 12-5 Product Strategy Products are classified as consumer or business products § Consumer products are products intended for household or family use 12-6 Product Strategy Marketers focus on making consumers aware of the product and its benefits The firm tries to strengthen its market position by emphasizing benefits Severe competition and heavy costs Firms may eliminate models, cut costs and finally phase out products 12-7 Product Strategy 12-8 Product Strategy 12-9 Pricing Strategy 12-10 Distribution Strategy 12-11 Distribution Strategy 12-12 Promotion Strategy 12-13 Promotion Strategy 12-14 Promotion Strategy 12-15 Promotion Strategy Push Strategy Pull Strategy Promotional positioning uses promotion to create and maintain an image of a product in buyers’ minds ... products 1 2- 7 Product Strategy 1 2- 8 Product Strategy 1 2- 9 Pricing Strategy 1 2- 10 Distribution Strategy 1 2- 11 Distribution Strategy 1 2- 12 Promotion Strategy 1 2- 13 Promotion Strategy 1 2- 14 Promotion.. .1 2- 2 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 1 2- 3 Learning Objectives LO 1 2- 1 Describe... intensity of market coverage LO 1 2- 4 as Specify the activities involved in promotion as well promotional strategies and promotional positioning 1 2- 4 Product Strategy 1 2- 5 Product Strategy Products