REVIEW MODULE 2 SLIDES MODIFIED FINAL A

REVIEW MODULE 2 SLIDES MODIFIED FINAL A - REVIEW: REVIEW:...

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Unformatted text preview: REVIEW: REVIEW: 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 Zeke Very Important Study Slide Price Demand Curves Demand Curves Quantity D1 D2 P1 P2 Q1 Q1 Q2 Q2 Demand Horizon Marketing Effect Price Demand Curves Demand Curves Quantity Demand Horizon Perfect Elasticity Perfect Inelasticity D a D b F = (Differentiation, Segmentation) Keys to Using Marketing Theory Keys to Using Marketing Theory Elasticity of Demand Elasticity of Demand Differentiation Differentiation Segmentation Segmentation Relationships Relationships Commitment Commitment Marketing Success = f (E, D, S, R, Marketing Success = f (E, D, S, R, C C ) ) Utility and Marketing Utility and Marketing om Production From Marketing Form Task Time Place Possession Utility Value that comes from satisfying human needs The Marketing Concept Profit Customer Satisfaction Total Company Effort The Marketing Concept Marketing Strategy Planning Marketing Strategy Planning The Marketing Mix C Customer Value Reflects Benefits Customer Value Reflects Benefits and Costs and Costs Costs Benefits Customer value concerns the difference between the benefits a customer sees from a firms market offering and the costs of obtaining those benefits Expectations: What is the outcome of purchasing Value Gap: The difference between expected benefits and actual costs Consumer Satisfaction: Consumer Satisfaction: Needs Needs Wants Wants Expectations Expectations Coca Cola Strategy Matrix 124 years in Business Market Penetration Market Development Product Development Diversification Present Product New Products Present Markets New Markets 3,300 products in 200 Countries, 1.6 Billions serving per day Coca Cola Europe Coca Cola Asia Coca Cola Africa Coca Cola Latin America Coca Cola Australia Less Luxury More Luxury Less Status More Status $10,000 Accent Elantra $15,000 Sonata $25,000 Sonata Hybrid $26,000 Segmentation Segmentation Less Luxury More Luxury Less Status More Status $10,000 Accent Elantra $15,000 Sonata $25,000 Sonata Hybrid $26,000 Cadillac $65,000 Mercedes S Class $102,000 IDEAL Chevrolet Malibu $21,000 Ford Fusion $20,000 Ford Fusion Hybrid $25,000 Ford Fiesta $13,000 Ford Tarus $25,000 Chevrolet Aveo $15,000 Chevrolet Cruze $18,000 Buick Lacrosse $28,000 IDEAL IDEAL IDEAL Frequent...
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REVIEW MODULE 2 SLIDES MODIFIED FINAL A - REVIEW: REVIEW:...

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