CHAPTER FIVE B

CHAPTER FIVE B - 6/15/11 C lub mar keting continued PROM OT...

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Unformatted text preview: 6/15/11 C lub mar keting continued PROM OT I ON CONCEPT S T H E PROM OT I ON AL M I X: T H E COM BI N AT I ON OF PROM OT I ON AL E L EM EN T S U SED T O COM M U N I CAT E WI T H M EM BERS 1. RESOU RCES AVAI L ABL E 2. CH ARACT ERI ST I CS OF T H E CLU B 6/15/11 WAYS T O PROM OT E T H E CLU B PERSON AL SEL L I N G: ST EM S F ROM D I RECT C ON T ACT D I RECT M AI L : VERY U SEF U L F OR CL U BS B ECAU SE OF M EM BER L I ST S N EWSL ET T ERS: VI EWED AS A BL AN KET T YPE OF D I RECT M AI L M EN U M ERCH AN D I SI N G: VARI ES D EPEN D I N G ON CL U B 6/15/11 P L ACE OR D I ST RI BU T I ON C ON CEPT S REF ERS T O T H E WAYS T O GET T H E P ROD U CT AN D T H E M EM BERS T OGET H ER GOOD S V SERVI CES TAN GI BL E V I N TAN GI BL E 6/15/11 M ULTI -UNI T CLUBS INDEPENDENT MINI-CHAINS A NUMBER OF CLUBS GETTING TOGETHER TO PROMOTE THEMSELVES—MUCH LIKE A CO-OP IDEA FRANCHISED OPERATIONS A CHAIN OF NON-EQUITY CLUBS AFFILIATIONS RECIPROCATING PRIVILEDGES 6/15/11 P RI CI N G CON CEPT S ELASTICITY OF DEMAND HOW SENSITIVE IS DEMAND TIED TO PRICE APPROACHES TO PRICING RATIONAL V EMOTIONAL 6/15/11 P RI CI N G CON T I N U ED F U L L -COST : ( COST-PLU S); D ET ERM I N E A L L COST S AN D AD D T H E PROF I T D ESI RED M ARK-U P: T AKI NG T H E RAW COST OF AN I T EM AN D M U LT I PLYI NG BY T H E D ESI RED L EVEL OF COST % G ROSS-PROF I T : B ASI NG COST ON E VERYT H I N G BU T T H E RAW COST 6/15/11 M ARKET I NG RESEARCH QUAL I TAT I VE V QUAN T I TAT I VE QUAL I TAT I VE: F OCU S GROU PS QUAN T I TAT I VE: REAL N U M BERS PRI M ARY AN D SECON DARY DATA PRI M ARY I S COL L ECT ED F OR A SPECI F I C U SE ...
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CHAPTER FIVE B - 6/15/11 C lub mar keting continued PROM OT...

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