Slide13_2010Fall_MGMT324

Slide13_2010Fall_MGMT324 - MGMT 324 Marketing Management...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Sections 5 & 6 Oct 22, 2010
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Final Presentation Schedule Presentation Teams Section 5S e c t i o n 6 Coke Nov 1 Team 6 Team 12 Team 6 Team 10 Beetle Nov 8 T e a m 1T e a m 4T e a m 2T e a m 3 Callaway Nov 15 T e a m e a m 1 0T e a m 5T e a m 1 2 Priceline Nov 22 Team 3 Team 8 Team 4 Team 11 BMW Dec 1 T e a m e a m 7T e a m 8T e a m 9 Snapple Dec 6 Team 9 Team 11 Team 1 Team 7 ± The low number teams will present the case first. ± Pick up a copy of your team’s case from me at least one week before your presentation day
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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 Thus, P roduct decision mainly focuses on How to improve the “Benefit” component of Consumer Surplus Recall that CS = Benefit – Price – Risk – Search/Purchasing/Use Costs
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Brand vs. Product rand = Product with a unique identity Brand Product with a unique identity Given this definition, it makes sense to use “branded/unbranded” products How to brand a product?
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Slide13_2010Fall_MGMT324 - MGMT 324 Marketing Management...

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