mp week nine - Marketing Principles This week Chapters 10...

Info iconThis preview shows pages 1–21. Sign up to view the full content.

View Full Document Right Arrow Icon
MKTG1001: Semester 1 Marketing Principles This week… P ricing F actors M ark etin g C h ann els (P lace) R etailing an d W holesaling roduct L ife C ycle (P L C ) – from last w eek T ip s for A ssign m ent 2 Chapters 10 & 11
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 What’s not in. .. P r ic in g C a lc u la tio n s o d c t-m ix icin S tr te ie
Background image of page 2
MKTG1001: Semester 1 PRODUCT LIFE CYCLE From last week. ..
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 Product Life Cycle Stages of sales and growth for products Used to help manage the product Similar concept to a person Baby Child Adult Old age
Background image of page 4
MKTG1001: Semester 1 A new song Week Chart position Sales 1 Nil 158 2 92 1,534 3 49 5,970 4 15 20,836 5 3 57,068 6 1 106,843 7 1 116,642 8 7 43,715 9 24 17,361
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 4 stages 0 20000 40000 60000 80000 100000 120000 140000 1 2 3 4 5 6 7 8 9 Introduction Growth Maturity Decline
Background image of page 6
Why it follows this pattern Introduction New to market – not used at all Little retailer interest Little $’s for promotion/awareness Growth Consumer’s WOM Some retailers want to sell Competitors enter = snowballing Maturity Normal – everyone uses it Reaches market potential Decline Changing consumer lifestyle New technology
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 Fax machines example
Background image of page 8
MKTG1001: Semester 1 Product Life Cycle (PLC) Many products follow this sales pattern Helpful to forecast future of market Some PLC’s are a few years, others are in maturity for decades Helpful to determine new product requirements Growth is the most competitive stage fight for customers Helpful to determine marketing mix, per PLC phase
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 PRICE
Background image of page 10
MKTG1001: Semester 1 Part of Marketing Mix Product mix Other marketing mix elements Tailored marketing mix Positioning Strategy Target market Price mix
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 Often a “senior ” decision Provides profit level Covers costs Helps communicate positioning/strategy Marketing department works within a price range and uses sales promotions (special deals)
Background image of page 12
MKTG1001: Semester 1 Movement through value chain Raw material Production Transport Sales Retailer In A ustralia, the retailer sets p rices
Background image of page 13

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 Pricing Factors No sales at that price Maximum price No profits at that price Minimum price
Background image of page 14
MKTG1001: Semester 1 Price and Profitability Profit Price
Background image of page 15

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 INTERNAL Maximum price Minimum price Market structure Price perceptions Price elasticity Competitors Marketing goals Marketing mix Cost structure EXTERNAL Figure 10.1 Figure 10.1
Background image of page 16
MKTG1001: Semester 1 Marketing goals/objectives Marketing mix Cost structure Internal Factors
Background image of page 17

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 Marketing Objectives Simple survival Maximise profits (short-term) Grow market share Block competition Price/quality leadership (image)
Background image of page 18
MKTG1001: Semester 1 Fit with overall marketing mix Level of product differentiation Channels (and retailers) utilised Promotion/image/positioning Product line gaps
Background image of page 19

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
MKTG1001: Semester 1 Two main types of costs Fixed costs Costs independent of sales/production Variable costs Costs directly proportional to sales/production Fixed costs Rent, bank interest, head office salaries, utilities Variable costs Raw materials, sales commissions
Background image of page 20
Image of page 21
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/06/2011 for the course MARKETING 1001 taught by Professor Unknown during the Three '09 term at University of Sydney.

Page1 / 60

mp week nine - Marketing Principles This week Chapters 10...

This preview shows document pages 1 - 21. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online