Bài giảng Economics - Chapter 13 Dimensions of Marketing Strategy

Chapter ThirteenDimensions ofMarketing Strategy©The McGraw-Hill Companies, 2000The Steps in Researchand Development13-1©The McGraw-Hill Companies, 2000IdeaDevelop-mentScreeningNewIdeasBusinessAnalysisProductDevelop-mentTestMarketingCommercial-izationProduct Innovation at 3M13-2©The McGraw-Hill Companies, 2000Classifications of Consumer ProductsConvenience Products bought frequently without a products lengthy search and bought for immediate consumption.Shopping Products purchased after buyer has products compared competitive products.Specialty Products that the buyer searches for products and makes a special effort to obtain.13-3©The McGraw-Hill Companies, 2000PepsiCo Product MixPepsi-ColaDiet PepsiMountain DewSliceMug Root BeerMug CrèmeAll SportLipton (Partnership)AquafinaJostaFrappuccino13-4a©The McGraw-Hill Companies, 2000Pepsi-Cola BrandsPepsiCo Product MixTropicana Pure Premium JuicesTropicana Season’s Best JuicesTropicana Pure Tropics JuicesTropicana Twister Juice BeveragesDole JuicesFruit Smoothies and Healthy Shakes13-4b©The McGraw-Hill Companies, 2000Tropicana BrandsTropicana 100% Pure JuicesCopella Juices Fruvita JuicesHitchcock JuicesKirin-Tropicana JuicesLooza JuicesLooza NectarsJuice Bowl JuicesJuice Bowl NectarsPepsiCo Product MixBaked Lay’s Brand Potato CrispsBaked Tostitos Brand Tortilla ChipsCheetos Brand Cheese flavored SnacksChester’s Brand PopcornDoritos Brand CrackersDoritos Brand DipsDoritos Brand Tortilla ChipsFritos Brand Corn ChipsFunyons Brand Onion flavored RingsGrandma’s Brand CookiesLay’s Brand Potato Chips13-4c©The McGraw-Hill Companies, 2000Frito-Lay BrandsMunchos Brand Potato ChipsRold Gold Brand PretzelsRuffles Brand Potato ChipsSantitas Brand Tortilla ChipsSmartfood Brand PopcornSunchips Brand Multigrain SnacksTostitos Brand CrackersTostitos Brand DipTostitos Brand Tortilla ChipsBaken-ets Brand Fried Pork SkinsThe Life Cycle of a Product13-5©The McGraw-Hill Companies, 2000IntroductionGrowthDeclineMaturitySalesVolumeProfitTime0Sales $Top Ten Worldwide Brands13-6©The McGraw-Hill Companies, 20001. McDonald’s2. Coca-Cola3. Disney4. Kodak5. Sony6. Gillette7. Mercedes-Benz8. Levi’s9. Microsoft10. MarlboroPricing StrategiesNew-product strategiesPrice skimming Penetration pricingPsychological pricing strategiesOdd/EvenPrestige pricingPrice DiscountingQuantity discountsSeasonal discountsPromotional discounts13-7©The McGraw-Hill Companies, 2000ImplementPricingStrategiesMarketing Channels forConsumer Products13-8©The McGraw-Hill Companies, 2000ProducerAgents(Middlemen)Wholesalers(Middlemen)Retailers(Middlemen)ConsumersProducerProducerProducerWholesalers(Middlemen)Retailers(Middlemen)Retailers(Middlemen)ConsumersConsumersConsumersTypes of Market CoverageIntensive Makes a product available in as many outlets as possible.Selective Uses only a small proportion of all distribution available outlets to expose products.Exclusive Exists when a manufacturer gives a distribution middleman the sole right to sell a product in a defined geographic territory.13-9©The McGraw-Hill Companies, 2000Physical Distribution Activities13-10©The McGraw-Hill Companies, 2000CustomersProducersInventoryPlanningand ControlTransportationWarehousingMaterialsHandlingThe Promotion Mix13-11©The McGraw-Hill Companies, 2000PublicityPersonalSellingSalesPromotionAdvertisingAdvertising MediaPrint mediaElectronic mediaNewspapersMagazinesDirect mailOutdoor advertisingTelevisionRadioCyberads13-12©The McGraw-Hill Companies, 2000Advertising Basic FeaturesVerbal or Visual MessageIdentified SponsorDelivery via 1 or more mediumsPayment by Sponsor to Media Carrying Message13-13Who’s Watching Commercials13-14Source: USA Today, February 23, 1999, p. B-1.1-3031-50 51-100 101-300 300 or more MenWomen25%25%27%15%9%15%20%30%18%17%Americans are exposed to about 270 ads a day1 inall media, but few seem to notice. How many ads aday they thing they saw/heard:1McKinsey & Co.Internet Advertising13-15Source: Forbes, December 28, 1998, p. 100.‘95‘96‘98‘97‘96‘98‘97$0.03$0.2$0.5$1.37351,0501,345Internet advertisingspending($billions)Web sites thataccept advertisingPrincipal Publicity MechanismsNews releasesFeature articlesCaptioned photographsPress conferencesInterviews13-17©The McGraw-Hill Companies, 2000Major Tools of Sales PromotionPoint-of-purchase displaysPremiumsSampling and demonstrationsCouponsConsumer contests and sweepstakesRefundsTrade shows13-17©The McGraw-Hill Companies, 2000Coupon ClippersLess than $15,000 79%$15,000-$24,999 91%$25,000-$49,000 78%$50,000 or more 83%13-18Source: NCH NuWorld 1998 Consumer Behavior Study,American Coupon Council from USA Today Snapshot, October 28, 1998.Income% that Clip CouponsPush and Pull Strategies13-19©The McGraw-Hill Companies, 2000ProducerProducerWholesalersWholesalersRetailersRetailersConsumersConsumersPushing StrategyPulling StrategyFlow of CommunicationsObjectives of PromotionsStimulate demandStabilize salesInform, remind, and reinforcecustomers13-20©The McGraw-Hill Companies, 2000Per Contact Costad in specialized business publication $0.32the Internet $0.98direct mail $1.68business letters $13.60telemarketing $31.16trade shows $162.00industrial sales calls $277.00 13-21Source: Matthew J. Cravatta, “Goodwill Targeting,” Marketing Tools,June 1998.MethodCostSolve the Dilemmaa. Design a marketing strategy for the new product line.b. Critique your marketing strategy in terms of its strengths and weaknesses.c. What are your suggestions for implementation of the marketing strategy?13-22©The McGraw-Hill Companies, 2000Explore Your Career OptionsDo you think the role of marketing will continue to be important in the face of increasing technological advances? Should professional fields such as doctors, lawyers and dentists utilize marketing in the same way that manufacturing and retail do?13-23©The McGraw-Hill Companies, 2000Additional Discussion Questions and Exercises1. Research and development is the process of identifying new ideas and technologies that can be developed into new products. Where do these new ideas come from?2. Assume you have the opportunity to buy a company that markets a product. Which stage of the life cycle of that product would offer you the greatest opportunity for profits? Why?3. What is the difference between a “brand mark” and a “trademark”?13-24a©The McGraw-Hill Companies, 2000Additional Discussion Questions and Exercises4. What are the advantages of businesses using coupons and/or contests and sweepstakes for sales promotion purposes?13-24b©The McGraw-Hill Companies, 2000Chapter 13 Quiz13-25a©The McGraw-Hill Companies, 20001. In the introductory stage of a product’s life, buyers may be charged that highest possible price for the product. This pricing approach is called a. penetrating pricing. b. psychological pricing. c. price skimming. d. break-even point.2. Branding may include a. the brand name. b. the brand mark. c. the trade mark. d. all of the above.Chapter 13 Quiz13-25b©The McGraw-Hill Companies, 20003. Products that are purchased after the consumer has compared competitive products are a. convenience products. b. shopping products. c. specialty products. d. a product line.4. Intermediaries who sell products to ultimate consumers for home and household use rather than for resale or for use in producing other products are a. wholesalers. b. retailers. c. merchant middlemen. d. agent middlemen.Chapter 13 Quiz13-25c©The McGraw-Hill Companies, 20005. When a manufacturer gives a middleman the sole right to sell a product in a defined geographic territory, this is known as  a. intensive distribution. b. selective distribution. c. exclusive distribution. d. physical distribution.