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14 Cards in this Set

  • Front
  • Back
The 4 P's

**People, provision, and presentation***
Channel Strategy
Involves the design and management of intermediaries such as wholesalers, distributions, brokers, and retailers.
Pricing Strategy
Value Pricing and Everyday Low Pricing

Affects the consumers perception of the brands position in its product category and of its overall quality
Indirect Channels
Sell via a third party intermediaries such as agents or brokers representatives, wholesalers, distributors, and retailers or dealers.
Direct Channels
Sell through personal contacts from the company to prospective customers via mail, phone, electronic means, in-person visits and so on.
Everyday Low Pricing (EDLP)
Entails or eliminating discounts and sales promotions in favor of an everyday fair price, an approach to determine the discount pricing policy over time.
Value Pricing
Set prices based on considerations of product quality, costs and product price that satisfies consumer needs as well as the profit goals of the firm
Product Strategy
The product itself is the heart of brand equity because it is the primary influence on what consumers experience with a brand, what they hear about a brand from others and what the firm can tell customers about the brand in their communication.

It fully satisfies consumers needs and wants is a prerequisite for successful marketing.
Perceived Quality and Value
Customers perceptions of the overall quality or superiority of a product/ service compared to the alternatives and with respect to its intended purpose.

Attributes include (performance, features, conformance quality, reliability, durability, service, style and design)
Relationship Marketing
Attempts to provide a more holistic, personalized brand experience to create stronger customer ties.

Based on premise that current consumers are the key to long term brand success
Experimental Marketing
Promotes a product by not only communicating a product features and benefits but also connecting it with unique and interesting features
One-to-One Marketing
Consumers help to add value by providing information to marketers. The marketers add value in turn by taking that information and generating rewarding experiences for consumers
Permission Marketing
Practice of marketing to consumers only after gaining their express permission, gaining popularity as a tool with which companies can break clutter and build customer loyalty.
Personalizing Marketing
To adopt to the consumers desire for and competitive force impelling towards personalization marketers are embracing:

Experimental Marketing
One-to-One Marketing
Permission Marketing