SkeletonSlide9_2010Fall_MGMT324

SkeletonSlide9_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2009 Sections 4, 5 & 6 Sep 30, 2009
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Do you POKEN? How does it work? Sold @ $19.95
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Topics for Today Expanded CS framework (“What/Why” topic of C onsumer in 3 C Checklist) Pricing implication CRM implication Customer Relationship Management (CRM) 3 C Checklist: C onsumer ± Target market Who Size Growth ± Consumer behavior Where/How When ± PEST What/Why
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Expanded CS Framework: Pricing Implication CS = Benefit – Price – Risk – Search/Purchasing/Use Costs Perceived Expected Benefit Risk Search Costs Purchasing Costs Use Costs CS before Price Perceived Expected Benefit Risk Search Costs Purchasing Costs Use Costs
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Expanded CS Framework: Pricing Implication P max & P min based on only CS (or C onsumer) Perceived Expected Benefit Risk Search Costs Purchasing Costs Use Costs Perceived Expected Benefit Risk Search Costs Purchasing Costs Use Costs
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Expanded CS Framework: Pricing Implication P max
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This document was uploaded on 03/03/2012.

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SkeletonSlide9_2010Fall_MGMT324 - MGMT 324 Marketing...

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