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  1. The common methods of marketing pricing.

Basic approaches of determining price:

  • Mark up pricing

  • Break-even analysis

  • Target Return pricing

  • Price-sensitivity measurement

Retailers typically use same of marketing pricing, where mark up is the difference between the cost of an item and the retail price ,expressed as a percentage is determined by adding a set percentage to the cost of the product. These percentages are often standardized across product categories.

Price = unit cost + mark up

Price = unit cost/(1-k)

In some cases the retailers may wish to know the markup changed for a product given the price and the original cost

Mark up(%)= ((price-unit cost)/price)*100%)

Break-even point analysis(BEP) is a useful guide for pricing decisions. It involves calculation the number of units units that must the sold at a certain price for the firm to cover costs.

Q(BEP)= FC/(P-VC)

Once sufficielt sales (or qualities sold) cover fixed costs, the quality(P-VC) is typically referred as the product is contribution margin.

Target return pricing is a cost-oriented approach that sets prices to achieve some deserved rate of return.

Cost and profit estimates are based on some expected volume or sales level.

Target-return pricing forecast a fair or needed of return.

  1. Stages of marketing research.

Effective marketing research involves the 5 steps:

  • Develop the research plan

  • Collect the information

  • Define the problem and research objectives

  • Analyze of information

  • Present the findinds

  1. Objectives and resources of communications process.

Communication is the sharing or exchange of thought by oral, written, or nonverbal means.

Marketing communication is concerned with the general behavior of an organization and the perceptions of the organization that are promoted to stakeholders and prospect clients through these touch points.

Marketing communication is focused on product/produce/service as opposed to corporate communications where the focus of communications with is the company itself.

Marketing communication is primarily concerned with demand generation, product/produce/service positioning whole corporate communications deal with issue management, mergers and acquisitions.

Marketing communication is a subset of the overall subject area known as marketing.

27.Give the characteristics of the common forms of marketing activities. Give the examples.

Forms of modern marketing activities:

The most common is the functional organization, in which functional specialist head different marketing activities- a sales manager, advertising manager, marketing research manager, customer service manager, new-product manager.

A company that sells across the country or internationally often uses a geographic organization, in which its sales and marketing people run specific countries, regions, and districts. A geographic organization allows salespeople to settle in to a territory, get to know their customers, and work with a minimum of travel time and cost.

Companies with many, very different product or brands often create a product management or brand management organization. Using this approach, a manager develops and implements a complete strategy and marketing program for a specific product or brand.