PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT PRICE
PLACE PROMOTION
CHANNELS OF DISTRIBUTION INTEGRATED MARKETING COMMUNICATIONS
- Direct or Indirect The communication process image and identity
- Functions of suppliers The new public space. Digital Marketing
CHANNELS SPECIALISTS PROMOTION METHODS
- Retailers - Personal selling and customer service
- Wholesalers - Mass selling (ATL) Above the line
CHANNELS RELATIONSHIPS Advertising
- Vertical marketing systems Publicity
- Captain channel SALES PROMOTION (BTL) Below the line
MARKET EXPOSURE IN CHANNELS BLENDING PROMOTION
- Intensive - Push and Pull
- Selective - Adoption process
- Exclusive - PLC
PHYSICAL DISTRIBUTION - Budget setting
- Logistics NEW PRODUCT DEVELOPMENT
- Transporting
Storing
PRODUCT
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
PRODUCT
Types of Consumer Products
Convenience Products
Shopping Products
Specialty Products
Unsought Products
Types of Business Products
Identify the 4 ps
PLACE IT IN A CONTINUM
A group of closely-related
Product Line product items.
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
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
Introduction
Growth
Maturity
Decline
death
CARLOS
SLIM
https://www.youtube.com/watch?v=_OvkFmoW59g
https://www.youtube.com/watch?v=NI16UWObSGo