MGMA01H3 Lecture Notes - Lecture 7: Exchange Rate, Product Manager, Game Theory
8 Mar 2016
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New product: development process, product life cycle. Brand: what it is, brand equity: the coke case, measuring brand equity, brand strategies. The only element of the marketing mix that directly affects revenue not costs. A company has annual sales of 100,000 units for one its products. The selling price for this product is , variable cost is , and the allocation of fixed overheads is million. The analysis of the market suggests that you have the following two options for the next year: Increase sales by 1% by keeping the current price, or. Increase price by 1% and have the same sales as this year. Internal factors: marketing objectives including market mix strategy, costs, General idea: let"s recover costs and make money on top of it. Need to know the costs variable and fixed cost analysis. General idea: to capture the perceived value of the product. Also called going-rate pricing or parity pricing.
