Chapter 12 - Dimensions of marketing strategy. Learning objectives of this chapter include: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage;. | Part 5 Marketing: Developing Relationships © 2015 McGraw-Hill Education. 1 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 12-2 2 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 Specify the activities involved in promotion as well as promotional strategies and promotional positioning. 12-3 3 Product Strategy 12-4 4 12-5 Product Strategy Products are classified as consumer or business products Consumer products are products intended for household or family use 5 Product Strategy 12-6 Marketers focus on making consumers aware of the product and its benefits | Part 5 Marketing: Developing Relationships © 2015 McGraw-Hill Education. 1 CHAPTER 11 Customer-Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking 12-2 2 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 Specify the activities involved in promotion as well as promotional strategies and promotional positioning. 12-3 3 Product Strategy 12-4 4 12-5 Product Strategy Products are classified as consumer or business products Consumer products are products intended for household or family use 5 Product Strategy 12-6 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 6 Product Strategy 12-7 7 Product Strategy 12-8 8 Pricing Strategy 12-9 9 Distribution Strategy 12-10 10 Distribution Strategy 12-11 11 Promotion Strategy 12-12 12 Promotion Strategy 12-13 13 Promotion Strategy 12-14 14 Promotion Strategy 12-15 Promotional positioning uses promotion to create and maintain an image of a product in buyers’ minds Push Strategy Pull Strategy .
