PriceLecture - o Strong primary demand o Chance for product...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Price - Dictated by supply and demand - Influenced by production and distribution cost - Should convey value relative to other products - Should meet a company’s objectives - Should match with product’s positioning - Price copy - Psychological pricing - Price lining Place - Must be consistent with brand image o Direct vs indirect distribution o Intensive: sell everywhere – low profit/high volume o Selective: limit number of sales outlets o Exclusive: used to maintain prestige - Intensive: M&M’s - Selective: ex: Coach bags o Selected certain retailers that fit brand image (Nordstroms, Saks, etc.) - Exclusive o Adidas and UofM and the U.S. Olympic team o Autos – exclusive dealership in areas Marketing Communications - Factors important for advertising success
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: o Strong primary demand o Chance for product differentiation o Hidden qualities of high importance to consumers o Opportunity to use strong emotional appeals o Substantial sums available to support advertising o ADVERTISING Reaches large audiences but has less ability to prompt an immediate change o Personal selling Face to face contact o Sales promotion Aims to generate immediate sales for a limited time o Public Relations Enhance a company’s image through publicity, news conferences, sponsored events, open houses, donations o Direct marketing Telemarketing, etc. o Pooint of sale/packaging POS and packaging try to drive sales where the product is sold...
View Full Document

This note was uploaded on 01/14/2012 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

Ask a homework question - tutors are online