BU121 Lecture Notes - Lecture 7: Leading Edge, Secret Affair, Price Floor

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9 Feb 2016
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Professor
          

Marketing – Reaching the Customer
  !"#$%
Video Project  5 – 10 Interviewees
& ' () )      ((
   ) )    *
Learning Objectives
+   ( (,) *
 ' () ,,   ' ( ((*
, - )  )&"$) ,
$$  *
+'$ )  ,  ).
/ 01& ,'*
+( ,2 3
 ( '-  &*
4 ( (, 5
Keys to Success
6
o1 
7$8
4 (  (  (
(   )   ' )  (  ) 
7$8*
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o
/ 
 ) ) 7$8
 ) ))   $ 9) *
!9  ,
+(  ,& 
 & ,*!,  ,( &
$ 7$8*
o:) , ;  ,7$8
31 ) 
Clear, concise statement of product’s unique
bene+ts')  *
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+    (  $   
(
)<99(((* $* 9(5=>(#?%@A
() )  5
$      '. B  
( 

.
+( )  ) $ *+
  (( '*
 ) ?5
o#)'$$   ''?'C, *
o+ 
o1 
o/)
     (   
) )  *
o+  (PERCEPTION
o 'D
 (& ' $  0 1   (  '
( 85
1 "31 )  
1"#
1  E>$ ">$ /
: ,())   )*
%' F *
Four Elements
-:  ,&    ,
7$8*
G:%1<
o1 <4C+/ )
o1 ) 
o1 ) 
o1 $(D
()), &5!,  (
)D') )'
$&     
 ''
*
Key Chapter Concepts – Creating Marketing Strategies

/, ) ,$) 
oImpacts on how sold – your marketing strategy
Product Life Style
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o
o!  ,
o>F
!  1"2 ("%">
HH6:+I!J ()'
 $ ) )  7'   
 (  F*
6<>  ' (5  ,
5
oYou actually can control where you are in the
cycle.
oAltering the Speed of the Cycle
 ( ((
1 # )
o+'F,K 
 )  () ( (
) *
!, ' ( & (( )'
 & $  ( )  $'*   ))
 ) , (, ) *
G:%1<:E4' "/$, 
$' )  (  '$
 )*
+  (-& 
G:%1<    E    )   ? , 
$$.!, ( ,'$$( ,
.
Pricing (in text)
oH$?
L'M-)N &
+& $  $   
' *
o4 (')*
o:?) F)) *
Distribution/Place
o/'
!<:
$(
*:K) ,
*I  *
o:
oO  ,$ 
o! ,$ 
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+      $  )   
8 *4 )$() )*
Promotion
oH$?
o1  K  
oO FK
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