SkeletonSlide13_2010Fall_MGMT324

SkeletonSlide13_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2009 Sections 4, 5 & 6 Oct 21, 2009
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Tentative Presentation Sh d l Schedule Presentation Teams Section 5S e c t i o n 6 Coke Nov 1 Team 12 Team 6 Beetle Nov 8 Team 2 Team 3 Callaway Nov 15 Team 2* Team 5 Team 12 Priceline Nov 22 Team 3 Team 8 Team 4 Team 11 BMW Dec 1 Team 5 Snapple Dec 6 Team 9 Team 1* * Second pick ± The other teams will be randomly assigned to one of the empty spots without an email request by tomorrow 9:00PM. ± The final presentation schedule will be released this Wednesday
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MGMT 324 Overview hat Know hat Do arketing Concept What Know What Do 4 P s 3 C s duct nsumer Marketing Concept Segmentation/Targeting ± P roduct ± P rice ± P romotion ± C onsumer ± C ompetition ± C ompany CS CS = Benefit Benefit – Cost Cost ± P lace U(Attr 1 ,Attr 2 ,…, ,…,Attr Attr m ) Price Risk Search Costs Purchasing Costs Success Formula Use Costs Target market Awareness and Availability Better and/or Cheaper
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Topics for Today py nderstanding Understanding 4 P s P roduct troduction to Brand Management ± Introduction to Brand Management ± Forecasting market demand: The Bass diffusion model ± Positioning roduct line/Tying/Bundling P rice P romotion ± Product line/Tying/Bundling P lace
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P roduct duct P roduct is Anything that can be offered to satisfy customer need or want duct cludes Basic Augmented P roduct includes Core benefit Basic benefit Core Augmented benefit ± Features, Packaging, Brand name and so on ± Warranty, Installation, After sale service
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Brand vs. Product rand = Product with a unique identity Brand Product with a unique identity Given this definition,
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SkeletonSlide13_2010Fall_MGMT324 - MGMT 324 Marketing...

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