SkeletonSlide15_2010Fall_MGMT324

SkeletonSlide15_2010Fall_MGMT324 - MGMT 324 Marketing...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Oct 27, 2010
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Topics for Today Understanding 4 P s P roduct P rice P romotion P lace ± Forecasting market demand: The Bass diffusion model ± Positioning ± Product line ± Introduction to Brand Management
Background image of page 2
Product Line Management Different products for different segments Strategic Advantage Low Cost Differentiate Strategic Target Broad Mass Market Product Line Narrow Niche Price Sensitive Niche Product Different attributes important to different segments Different benefit–price trade-off across segments Porter’s generic competitive strategies
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Product Line Management Product Line Decisions Line Stretching ± Down-market stretch Mercedes’ introduction of its C-Class Kodak’s introduction of Kodak Funtime film ± Up-market stretch GE’s introduction of the GE Profile brand for the upscale appliance market ± Two-way stretch Holiday Inn’s chain extension: the traditional Holliday Inn + the upscale Crown Plaza, the budget Holliday Inn Express, the business-oriented Holliday Inn Select and Holliday Inn Suites & Rooms Funtime film (Economy Brand) (Superpremium Brand) (Premium Brand)
Background image of page 4
Product Line Decisions Line Filling Line Modernization Ford’s introduction of Edsel to fill the gap between its Ford and Lincoln/Mercury lines Namco’s Tekken series Line Pruning Unilever cut down three quarters of its 1600 distinct brands by 2003 (1959 Edsel) Ford lost $350 million in the late 50s
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 18

SkeletonSlide15_2010Fall_MGMT324 - MGMT 324 Marketing...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online