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marketing eyad alghanem swot analysis management product functional level strategy porter's competitive strategies question mark dogs cash cows high market share high growth stars threats opportunities weaknesses strengths marketing planning process business level strategies ge matrix bcg matrix trading discount quantity discount cash discount price discount strategy price discrimination strategy geographic pricing strategy promotion pricing strategy market penetration strategy marketing skimming strategy types of pricing (pricing) strategies 5. evaluate competitors prices un flexible demand a flexible demand determine demand targeted markets pricing objectives determine price strategy steps price strategy supply chain management promotion mix strategies promotion budget selecting the message source choosing media message structure message content designing a message communication objectives target audience promotion tools the promotion mix communicating customer value integrated marketing communications strategy perceived quality brand loyalty aaker brand association mental image brand awareness the relationship between pharmaceutical companies branding pharmaceutical companies brand equity brand equity of pharmaceutical companies product system customization conformance quality performance quality features form industrial goods use (consumer or industrial) tangibility durability marketers may classify consumer products potential product augmented product expected product generic/ basic product core product the different levels of product product strategy setting product strategy addictive consumption the dark side of consumer behavior the vals™ segments (value and life style) psychographic techniques brand personality trait theory neo-freudian theories motivational research marketing strategies based on personality differen freudian theory personality virtual identity real and ideal selves self concept perspectives on the self who makes key decisions in the family? factor affect family conflict family life cycle influence in decision making roles in decision making business-to-business (b2b) marketers organizational buyers household decision making organizational decision making types of motivational conflicts self-actualization needs esteem needs belongingness and love needs safety needs physiological needs maslow 's hierarchy needs vs. wants motivation and global values learn about products by observing others' behavior and both processes help consumers to learn about p here is a difference between classical and instrum and why this is important to marketers learned associations with brands generalize to oth conditioning results in learning understand how consumers learn about products and learning and memory consumer behavior stages in consumer decision making types of perceiving risk factors influencing decisions action plan marketing plan definition survey ) observation method quantitative focus group marketing research (primary and secondary research positioning targeting segmentation place price