Module 2 Blackboard Spring 2011

Module 2 Blackboard Spring 2011 - MKTT 3433 MKTT Marketing...

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Dub Ashton, Ph. D. Associate Professor, Marketing Dashton900@aol.com Module 2 Module 2 Consumer Behavior, B-2-B, Consumer Behavior, B-2-B, And Product Strategy And Product Strategy MKTT 3433 MKTT 3433 Marketing Strategy Marketing Strategy Spring Semester 2011 Spring Semester 2011
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Frequent Infrequent Purchase Frequency Quick Delayed Consuming Period Price to Consumer Lower Price Higher Price Consumer Knowledge Considerable Limited Information Seeking Routine Extended Problem Solving Limited/None Extensive Consumer Purchasing Criteria Consumer Purchasing Criteria 1 2 3 4 5 6 7 8 9
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Interactive Consumer Decisions Interactive Consumer Decisions (Strategy Issues) (Strategy Issues) Convenience Shopping 1 25 50 75 100 Mass Selling Personal Selling Frequent Infrequent Purchase Frequency Product Classification Consuming Period Restricted Intensive Product Availability Sales Support Delayed Quick Lower Prices Higher Prices Selling Price
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Frequent Infrequent Purchase Frequency Quick Delayed Consuming Period Price to Consumer Lower Price Higher Price Consumer Knowledge Considerable Limited Information Seeking Routine Extended Problem Solving Limited/None Extensive Consumer Purchasing Criteria Consumer Purchasing Criteria 1 2 3 4 5 6 7 8 9
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Marketing Strategy Planning Marketing Strategy Planning Product Place Price Promotion C Target Market Target Market Marketing Mix Marketing Mix Customer Satisfaction Customer Satisfaction Profit Profit Total Company Effort Total Company Effort
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TYPE Penetration Skimming Elastic Demand Inelastic Demand Cost-Plus (List Prices) Psychological (Market Guided) V SUBSTATUTABILITY DEMAND CHARACTERISTICS Many Substitutes Few Substitutes UNIT PRICING STRATEGY PRICE LEVEL POLICY Order Getting Order Taking Mass Selling Personal Selling Persuasion Information Selling Techniques Preselling/ P.O.P. P PROMOTION OBJECTIVE SALES TYPE REACH PROMOTION METHODS Repeated Trials Restricted Trials Repeated Choice Comparative Criteria Established New S CHOICE CONFIDENCE SERVICE ENCOUNTER High Limited SERVICE SOURCE SELECTION RELATIONSHIP EXPERIENCE Extended Routine Limited or None Extensive Limited Extensive B SOCIAL INFLUENCES PROBLEM SOLVING Social Influence INFORMATION SEEKING CATEGORY EXPERIENCE Personal Satisfaction Restricted Broad Brand/Status (Creative Displays) Price/Selection (Spartan Displays) Personalizing Self-Sufficiency D CHANNEL LENGHT PRODUCT AVAILABILITY Short Channels Long Channels MERCHANDISING SERVICE LEVEL DESIRED Convenience Shopping Pulling Pushing Low Price/ Margin Higher Price/ Margin Selective Distribution Intensive Distribution PROMOTION POLICY PRICE POLICY DISTRIBUTION [ R RATE ]* Very Frequent Very Infrequent Short Long C *R Rate: The frequency with which a product is replaced. *C Rate: The frequency with which a product is totally consumed.
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This note was uploaded on 04/13/2011 for the course MKTG 3433 taught by Professor Staff during the Spring '11 term at Arkansas.

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Module 2 Blackboard Spring 2011 - MKTT 3433 MKTT Marketing...

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