SkeletonSlide2_2010Fall_MGMT324

SkeletonSlide2_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Sections 5 & 6 Aug 25, 2010
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Topics for Today 3 C s & 4 P s Recap Extensions Segmentation/Targeting Product Line Dynamic 4 P Decisions
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3 C s & 4 P s Recap Consumer Company Earning Profit Creating Value Through Marketing Mix Product Price Promotion Place Utility maximization Choice of the best alternative that satisfies their needs Competition Profit maximization Decisions on 4Ps to make its product/service the best alternative given competition
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Consumer heterogeneity Dynamic perspective Product line consideration 3 C s & 4 P s Extensions
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Segmentation/Targeting Consumer Heterogeneity ( 3 C s & 4 P s Extensions) Marketing Mix Product Price Promotion Place Channels Coverage Assortments Locations Inventory Transport List price Discounts Allowances Payment period Credit terms Product variety Quality Design Features Packaging Sizes Services Warranties Returns Sales promotion Advertising Sales force Public relations Direct marketing
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What is a segment?
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