Strategies For Products And Markets

Front 1

What are the seven Ps (4, 3)

Back 1

1. Product
2. Pricing research
3. Promotional research
4. Place
5. People
6. Processes
7. Physical evidence

The latter three are for services.

Front 2

Consumer segmentations (5)

Back 2

1. Geographic
   
2. Demographic
3. Psychological
4. Purchasing characteristics (e.g. quantity)
5. Benefit (e.g. strength of stain remover/booze)

Front 3

(6)

Industrial/company segmentation

Back 3

1. Geographic
   
2. purchasing characteristics
3. benefit
4. company type
5. company size
6. internet?

Front 4

Promotion

What is push/pull

Four main forms of promotion

Back 4

Push - make it available

pull - make them want it

1. Advertising
2. sales promotions (money off etc)
3. PR
4. personal sales

Front 5

Costing methods

cost methods and consumer based methods

Back 5

customer based

price discrimination - e.g. student discount; 16-25 railcard

perceived quality - e.g. green and blacks vs carte dor

going rate - match competition e.g. petrol

price skimming - hardback books, dvds fresh off the shelf, iphone

penetration - loss leaders, the economist - initial low prices

product-line - a range of standards and prices

promotional prices - short term special offers

captive product pricing - e.g. razor blades