MKTG6004 Lecture Notes - Lecture 5: Fast-Moving Consumer Goods, Normal-Form Game, Australian Tertiary Admission Rank
Document Summary
Help with positioning e. g. mcdonald"s healthy food choices. Build customer relationships e. g. bank transactions accounts. Evaluation phase will screen out most np concepts: shape depends on kind of product, high-tech products: higher costs early (development, technology etc. ), lower costs later (not as much marketing: fast moving consumer goods: low costs at beginning (large scale), higher costs later just before launch (marketing expense) Reasons to evaluate: potential poor np impact: there are more impacts other than financial loss, reputation, relationship with retailer, 80% of product purchases are based on word of mouth. Major concerns or difficulties that will result in the product"s failure often looking for potholes: too expensive to produce, no competitive advantage, poor market acceptance, difficult to market, aggressive competition. Surrogate questions give clues to the real answer (solution) Reasons why nps will fail some things we may not know during the evaluation decision. A financial model that directly links a financial outcome (forecast) with marketing actions.
