- •В.Е. Приходский
- •Contents
- •Introdiction
- •Market-based pricing
- •Competition-based pricing
- •1. The Principles and Functions of Marketing
- •Introduction: Develop and review a framework for marketing
- •1.1. What is marketing?
- •1.2. The objectives of marketing
- •1.3. Implementing the marketing mix
- •Test Questions
- •Product
- •Personnel
- •2. Market Research
- •Introduction
- •2.1. What is market research?
- •2.2. Sources of marketing information
- •Information requirements
- •Internal sources
- •2.3. Primary research
- •2.4. Market changes
- •Information on sales
- •Test Questions
- •A questionnaire
- •Case Study ‘Sun Rush’
- •4M Brits shrug off gloom in sun rush
- •3. Product
- •Introduction
- •3.1. Kotler’s five ‘levels’ of product benefit Core and basic benefits
- •Expected, augmented and potential benefits
- •Competition of augmented benefits
- •Copeland’s product typology and strategy
- •3.2. The product life cycle Uses of the product life cycle
- •Introduction
- •Figure 3.1. The product life cycle The introduction stage
- •The growth stage
- •The maturity stage
- •The decline stage
- •Criticisms of the product life cycle
- •3.3. New product development The importance of new products
- •Screening
- •Development
- •3.4. Product portfolio theory
- •The bcg matrix
- •Figure 3.2. The Boston Consulting Group matrix
- •A composite portfolio model: the gec matrix
- •Figure 3.3. The gec matrix
- •4. Pricing Decisions and Strategies
- •4.1. The Pricing Decision What determines prices?
- •Factors influencing pricing decisions
- •External factors influencing pricing decisions
- •4.2. Cost-Based Pricing
- •What is break-even analysis?
- •Calculating break-even point
- •Break-even charts
- •‘What if’ analysis
- •The margin of safety
- •Cost-based pricing methods
- •Fixed Cost 200,000
- •Contribution 25
- •Problems with cost-based pricing
- •4.3. Market-Based Pricing Demand based pricing
- •4.4. Competition-Based Pricing
- •4.5. Problems with Demand- and Competition-Based Pricing
- •Test Questions
- •Case Study ‘What Price Promotion?’
- •5. Customer Service and Sales Methods
- •Introduction
- •5.1. ‘The customer is always right’
- •5.2. Placing the product – distribution
- •Indirect distribution via intermediaries
- •5.3. Closing the sale
- •Test Questions
- •Case Study ‘Company Handbook’
- •6. Marketing Communications
- •6.1. Targeting an audience
- •6.2. How to reach a target audience
- •6.3. Marketing communications performance
- •6.4. Guidelines and controls on marketing communications
- •Test Questions
- •Case Study ‘Marketing Communication’
- •References and further reading
Test Questions
The product life-cycle is an essential part of:
After-sales service
Planning future marketing activities
Knowing when the firm will have to shut down
Planning how long the product will last before it wears out
Which of the following can be used as a means of extending a product life-cycle?
Marketing to existing market segments
Retaining the existing packaging and advertising
Altering packaging and advertising
Maintaining present pricing policies
The Advertising Standards Authority:
Regulates advertising on commercial television
Is run by government
Ensures adverts are honest and truthful
Does not deal directly with consumer complaints
Maturity in a product life-cycle is characterised by:
Steadily growing sales
Steadily falling sales
Fierce advertising with competitors
High and stable sales
Direct marketing methods used by a producer will include:
Selling direct to retailers
Placing mail order adverts in magazines
Using persuasive TV advertising
Employing agents to sell products direct to consumers
Which advertising media will best suit producers aiming their products at niche markets?
Specialist magazines
Sky Movie Channel
The Daily Mirror newspaper
Posters near to point of sale
Questions 7 - 9 share the following answer options:
To help in sales forecasting, consumers can be segmented using the following methods:
Age
Lifestyle
Social class
Geographical region
Which method would be most useful in the following situations?
When it is considered necessary to group customers according to their values and attitudes
When the types of occupations people have is important
When a product is to be targeted at young people
Which of the following methods would you use to promote the launch of a new product to a mass audience?
Sales leaflets
Placing an advert in a popular daily newspaper
A TV advert
Direct mail
Questions 11 – 13 share the following answer options:
Lobbying members of parliament
Adverts in local newspapers
Competitions requiring collection of 5 proofs of product purchase
Sponsoring a school fête
Which of the above methods would you recommend to the following organisations?
A firm wishing to improve community relations
Animal rights campaigners wanting an end to blood sports
A firm wanting to create product loyalty
A new disco is about to open in your local town centre.
What is the likely target audience of the disco?
Recommend three ways the owners could promote their disco to their target audience. An existing disco nearby has been open for 10 years and is now experiencing a fall in entrance numbers.
What does this suggest about the stage in the product life-cycle of the existing disco?
Recommend two promotional methods the existing disco might use to extend their product life-cycle.
Suggest two ways in which a car manufacturer might segment their market into different target audiences.
Recommend two advertising media that could be used effectively to promote the product range of the car maker. Give reasons for your choice.
Suggest three ways in which the car maker could judge whether these methods have been successful.
What is the Advertising Standards Association? Explain how the ASA can influence the marketing communications used by the car maker.
A local pressure group wants to mount a campaign against the building of a local by-pass through nearby open land. Advise them on cost-effective promotional methods they might use in their campaign.