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Review Sheet SM299

Review Sheet SM299 - Review Sheet SM299 1 Four Ps a Price...

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Review Sheet SM299 1. Four Ps a. Price Key Issues i. Marketers can choose from several different pricing objectives , and policies that can help the marketer achieve those objectives. Among the policies are: 1. price flexibility ; 2. how price changes over the product life cycle ; 3. and various allowances, discounts, and geographic terms that affect the final price. b. Place/distribution Key Issues i. A channel of distribution refers to any series of firms or persons used to move goods from producers to final users. As shown in this diagram, channel systems can be either very long or very short. They may be relatively simple or complex. The keys for understanding the contribution of the channel to better marketing effort are: a.) the matching of the best kinds and types of channels for the product or service; and b.) the effective management of the channel. c. Promotion Key Issues i. Personal selling is direct communication between sellers and potential customers, either face-to-face or over the phone. ii. Mass selling communicates with large numbers of customers at the same time.
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