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Lecture 15

BUSI 1600U Lecture Notes - Lecture 15: Promotional Mix, Marketing Mix, Product Differentiation


School
UOIT
Department
Business
Course Code
BUSI 1600U
Professor
Malcolm Mac Taggart
Lecture
15

This preview shows pages 1-2. to view the full 7 pages of the document.
Managing the Marketing Mix: Product, Price, Place, and Promotion



ototal product oer  !"   #
$$  %$%$$
$&

o !  
%$$%&
o'$( %)$
  
o*   $+   
  
o#$!# #$#&
o'$% $    
  $$$ 
,-#&
o.-#&
o/$  $#$!$
0 $ $  #$0 1$
  &
 $1
oproduct line  # $$  
# !&
o'$ # &
oProduct dierentiation  $#
 &

o'$  $$#
$ #  #$ #
$ &
o'$ #equal.
o'$better$$$ &
o'$ often inferior2!3  4
$ 5
!$ $
o+ $ !$$ 
&

Only pages 1-2 are available for preview. Some parts have been intentionally blurred.

o! $! &
6
o78 0
o9  :
o 
o'  % "
o+
;
Brand Equity
o'$## , $ % 
-  ,$ %$
&
Brand Loyalty
o'$%$$    0<$
#$$ &
Brand Awareness
o=%-!  %$
 &
Brand Manager
o%$$   #
> 0 &
oNational Brand!%  >
#1?#4
oPrivate Brand$ $#( $
$ ( >#1?# &
oGeneric name$#%$$ 
  $!   >#1
 &
#@+"
oA$   !&
o'$ $$product life cycle##  
%$
oB #%$# 
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