Sessions+24+_+25+-+Chapter+14.+2010+ppt

Sessions+24+_+25+-+Chapter+14.+2010+ppt - * * * MAKING...

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Unformatted text preview: * * * MAKING MAKING BUSINESS WORK BUSINESS WORK SESSIONS 24 & 25 SESSIONS 24 & 25 * * * 6-2 SESSIONS 24 & 25 – SESSIONS 24 & 25 – GOALS AND OBJECTIVES GOALS AND OBJECTIVES • To finish up materials from previous To finish up materials from previous lectures. lectures. • To examine the issues and challenges of To examine the issues and challenges of developing and pricing new products. developing and pricing new products. • Lecture Materials: Text Chapter 14 Lecture Materials: Text Chapter 14 * * * 6-3 SO LET’S TALK ABOUT SO LET’S TALK ABOUT PREVIOUS SESSIONS AND PREVIOUS SESSIONS AND MATERIAL! MATERIAL! • ANY ANY QUESTIONS? QUESTIONS? * * * 6-4 LET’S TALK CURRENT LET’S TALK CURRENT EVENTS (WSJ) EVENTS (WSJ) * * * LET’S FINISH UP THE LET’S FINISH UP THE MATERIAL FROM OUR MATERIAL FROM OUR PREVIOUS SESSION PREVIOUS SESSION * * * Now for Our New Topic(s) Now for Our New Topic(s) P-6 * * * Product Development & Value Package • Value/Total Product Offer • Product Line • Product Mix • Product Differentiation * * * Intensive Growth Strategies Intensive Growth Strategies Markets Markets Products Products Existing Existing New New Existing Existing New New Market Development Product Diversification Market Penetration Product Development * * * http://mm1.comm.virginia.edu/mmldata/tvads/200304/1564.wmv http://mm1.comm.virginia.edu/mmldata/tvads/200503/MrClean 8.27.05 E!Sa.3p.wmv http://mm1.comm.virginia.edu/mmldata/tvads/200502/Nike.Superbowl.2005.wmv LET’S LOOK AT SOME LET’S LOOK AT SOME PRODUCTS! PRODUCTS! * * * • Market Penetration • Strategy of increasing sales of existing products in existing markets • Coupons • Starbucks Loyalty Card Intensive Growth Strategies Intensive Growth Strategies • Market Penetration Market Penetration • Strategy of increasing Strategy of increasing sales of existing sales of existing products in existing products in existing markets markets • Coupons Coupons • Starbucks Loyalty Card Starbucks Loyalty Card * * * Marketing Different Classes of Goods & Services • Consumer • Convenience • Shopping • Specialty • Unsought • Industrial * * * Importance Of Packaging • Protection • Attraction • Description • Explain Benefits • Information on warranties, warnings, etc. • Indication of price, value, and uses http://mm1.comm.virginia.edu/mmldata/tvads/200720/Honey_Combs 7.2.07 TOON. M. 9p.wmv http://mm1.comm.virginia.edu/mmldata/tvads/200503/Benadryl 8.27.05 E!.Sa.3p.wmv * * * Branding • Brand & Trademark • Categories • Manufacturers’ • Dealer/Private • Generic • Knockoff • Equity • Loyalty • Awareness • Association * * * http://mm1.comm.virginia.edu/mmldata/tvads/200723/BudLight.5.Superbowl.2007.wmv http://mm 1.comm.virginia.edu/mmldata/tvads/200723/BudLight.6.Superbowl.2007.wmv http://mm1.comm.virginia.edu/mmldata/tvads/200403/1933.wmv http://mm1.comm.virginia.edu/mmldata/tvads/200502/Diet Pepsi.Superbowl.2005.wmv Let’s Look Some More….....
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This note was uploaded on 02/23/2012 for the course COMM 100 taught by Professor Kahn during the Fall '10 term at Virginia Tech.

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Sessions+24+_+25+-+Chapter+14.+2010+ppt - * * * MAKING...

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