discuss the various single product decision issues that need to be considered by the product manager when developing product strategy explain the multi-product decisions that need to be made by the product manager when making decisions concerning the product mix and product lines discuss the various phases of the product life cycle and the different strategies that should be followed in each phase explain the steps in the new product development process that should be followed when considering the introduction of new products to the market place describe the different branding decisions that need to be made by the product manager and highlight the importance of the concept of brand equity explain the concept of pricing and the relationship between demand and product pricing discuss the various cost constraints that affect the pricing decisions for a product describe the various pricing objectives that the marketing manger can set when developing pricing strategy explain the various pricing methods that the marketing manager can use when establishing a pricing strategy in order to achieve the set pricing objectives discuss the different tactical pricing decisions that marketers can make when responding to short-term situational changes that arise in the business environment 3 LECTURER FOR THIS MODULE I am Dr Botha and I am the lecturer for this module. My contact details are as follows: Address: AJH van der Walt Building Office number: AJH 3-19 Telephone: 012 429 8303 Fax: 012 429 3759 E-mail: [email protected]Please note that lecturers should only be contacted for academic enquiries, that is, enquires about the contentof the module. Letters to lecturers may NOT be enclosed with or inserted into assignments. Administrative enquiries concerning fees, receipt of assignments, examination dates etc should be directed to the relevant administrative departments as indicated below.
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