Lecture Business (4/e): Chapter 12 - Ferrell, Hirt, Ferrell
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Part 5
Marketing:
Developing
Relationships
© 2015 McGrawHill Education.
12-2
CHAPTER 11
Customer-Driven Marketing
CHAPTER 12
Dimensions of Marketing Strategy
CHAPTER 13
Digital Marketing and Social Networking
12-3
Learning Objectives
LO 12-1 Describe the role of product in the marketing mix,
including how products are developed, classified, and identified.
LO 12-2
Define price and discuss its importance in the
marketing mix, including various pricing strategies a
firm
might employ.
LO 12-3
Identify factors affecting distribution decisions, such
as
marketing channels and intensity of market
coverage.
LO 12-4
as
Specify the activities involved in promotion as well
promotional strategies and promotional positioning.
12-4
Product Strategy
12-5
Product Strategy
Products are classified as consumer or business products
§ Consumer products are products intended for
household or family use
12-6
Product Strategy
Marketers focus on
making consumers
aware of the product
and its benefits
The firm tries to
strengthen its
market position
by emphasizing
benefits
Severe
competition
and heavy
costs
Firms may
eliminate models,
cut costs and
finally phase out
products
12-7
Product Strategy
12-8
Product Strategy
12-9
Pricing Strategy
12-10
Distribution Strategy
12-11
Distribution Strategy
12-12
Promotion Strategy
12-13
Promotion Strategy
12-14
Promotion Strategy
12-15
Promotion Strategy
Push
Strategy
Pull
Strategy
Promotional positioning uses promotion to create and maintain an image of a product
in buyers’ minds
