Four Branding Decisions firms must make
Need to determine Corporate Name
A firms name logo and trade characters.
Over 1000 ongoing firms change names each year, DuPont
If nature of business changes, may need to alter name-Southwest Airlines? Allegheny
Demand Oriented Pricing:
Determined by the demand for the product.
Determine the demand first,
calculate the mark up needed for each channel member,
then determine how much is available (cost ceiling) to produce the product.
Need to estimate the amount of
Developing a Target Market Strategy
Developing a target market strategy has three phases:
Analyzing consumer demand
Targeting the market(s)
Developing the marketing strategy
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Developing New Products
Need to develop new products. A new product can be:
Continuous Innovation.No new buyer behavior to learn, i.e. -products not
previously marketed by the firm, but by others
Dynamic Continuous Innovation.minor education needed for co
Developing an Advertising Campaign
Integrated marketing.incorporate w/ sales promotions, and other
Video.development of an ad within a campaign
Designing a series of advertisements and placing them in various advertisi
Elements of a Product Mix
If an organization is marketing more than one product it has a product mix.
Product item-a single product
Product line-all items of the same type
Product mix-total group of products that an organization markets
Depth measures the
Criteria needed for segmentation
For segmentation to occur:
Segments must have enough profit potential to justify developing and
maintaining a MM
Consumer must have heterogeneous (different) needs for the product.
Segmented consumer need
We are now focusing on the major elements of the marketing mix, the
ingredients of the marketing mix.
First element.The Product!
Product Planning refers to the systematic decision making related to all
aspects of the development and managemen
Factors Affecting Pricing Decisions
There is considerable uncertainty regarding the reaction to price on the part
of buyers, channel members, competitors etc.
It is also important in market planning, analysis and sales forecasting.
Organizational and Mark
Handout.Here Comes the Sun to Confound Health-Savvy Lotion Makers
Traditional sun tan lotion positioned as aiding in getting a very glamorous deep tan etc.
Marketing research: Nestl India, Maggi Brand 1
Marketing research: Nestl India, Maggi Brand
First Second Last Name
Name of institution
Marketing research: Nestl India, Maggi Brand 2
Table of Contents
Pricing and product development Mag
Land unlimited useful life Cash price of property Net removal cost of warehouse Attorney's fees Cost of Land Title fee Real estate brokers commission Accrued property tax Proceeds from salvage sale is subtracted Land Improvements -Limited useful
I. Classification of cash flows exe.: Classify these activities as Operating, investing, or financing. 1. Issued 100,000 shares of $5 par value common stock for $800,000 cash. Financing 2. Paid utilities expense. Operating 3. Purchased two semi-trailer tr
Ch13&App. D handout
Appendix D Reporting and Analyzing Investments
I. Equity method vs. Cost method Assume Company P acquired 40% of the stocks of Company A for $1.5 million on 1/1/2010. During the year, Company A has $500,000 in Net income and paid divid