Marketing 340 - Exam 3 Study Guide
Marketing 340 - Exam 3 Study Guide MKT 340-005
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Popular in Marketing
CORE-UA 400 - 080
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This 3 page Study Guide was uploaded by Heath Thompson on Wednesday March 23, 2016. The Study Guide belongs to MKT 340-005 at University of North Carolina - Wilmington taught by Lisa Pucurs in Spring 2016. Since its upload, it has received 31 views. For similar materials see Principles of Marketing in Marketing at University of North Carolina - Wilmington.
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Date Created: 03/23/16
Marketing 340 – Exam 3 – Study Guide Analysis techniques for improving product mix: •Line extensions – development of a product, closely related to existing products, but designed specifically to meet different customer needs •Product modifications – changing one or more characteristics of a product - Quality Modifications - Functional Modifications - Aesthetic Modifications •When developing new products, ideas can come from either internal or external sources - Internal – marketing managers, researchers, sales personnel - External – customers, competitors, advertising agencies, management consultants •Product Differentiation – creating/designing products that are perceived as different from other products - Product quality – overall characteristics of a product that allow it to satisfy customer needs - Product Design – how a product is conceived, planned, produced - Product Features – specific design characteristics - Product Support Services – customer services human or mechanical efforts/activities a company provides to its customers •Product Positioning – creating and maintaining a certain concept of the firm’s product in the minds of the customers •Product deletion – eliminating a product from the product mix - Phaseout, runout, immediate drop •Characteristics of services: - Development - Pricing - Distribution - Promotion •Stages for Establishing Prices: 1. Development of pricing objectives - Goals that describe what a firm wants to achieve through pricing 2. Assessment of the Target Market’s Evaluation of price - Helps marketers decide the emphasis on price in overall marketing strategy 3. Determination of Demand - Demand is inversely related to price for most products 4. Analysis of demand, cost, and profit relationships Marginal Analysis 5. Evaluation of competitors’ prices 6. Selection of a basis for pricing 7. Selection of a pricing strategy - Pricing strategy – yields a certain price that may need refining 8. Determination of a specific price •Typical Marketing Channels for Consumer Products •Typical Marketing Channels for Business Products •3 factors affecting channel choice: - Market – target market, location, size - Product – cost/complexity, life cycle, delicacy - Producer – resources, control •Market coverage: - Intensive Distribution – uses all available outlets for product distribution - Selective Distribution – uses only some available outlets for distribution - Exclusive distribution – uses a single outlet for distribution •Retailing, Direct Marketing, and Wholesaling - Retailing – selling products that buyers intend to consumer o Types of Retailers: Generalmerchandise: department stores, discount stores, convenience stores, supermarkets Specialty – traditional (Foot Locker), category killers (The Home Depot), offprice retailers (T J Maxx) •Strategic issues in retailing consumer purchases are influenced by social and psychological factors - Location – least flexible variable of marketing mix - Retail positioning – identify an unserved/underserved market - Store image – should appeal to target market - Category management – managing groups of similar products produced by different manufacturers – used by supermarkets •Direct Marketing – using telephone, internet, and nonpersonal media to advertise •Direct selling – marketing products to ultimate consumers through facetoface presentation at home or in the workplace •Vending – use of machines to dispense products to consumers •Wholesaling – products bought for resale, making other products, or general business operations •Franchising – supplier granting a dealer the right to sell products in exchange for something - Franchiser receives percentage of sales
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