Dr. Thomas Eppel - Management 1 Chapter 13,14 : Marketing

Marketing: Introduction, Products, Pricing Chapters 13 and 14

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Four P’s of Marketing ,[object Object],[object Object],[object Object],[object Object]

What Is Marketing? ,[object Object]

Four Eras of U.S. Marketing ,[object Object],[object Object],[object Object],[object Object]

The Production and Selling Eras ,[object Object],[object Object]

The Marketing Concept Era ,[object Object],[object Object]

Applying the Marketing Concept ,[object Object],[object Object],[object Object],[object Object]

The Customer Relationship Era ,[object Object],[object Object],[object Object]

Developing a Product ,[object Object],[object Object],[object Object]

Pricing and Placing a Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Promoting the Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Searching for Information ,[object Object],[object Object],[object Object]

Collecting Secondary Research Data ,[object Object],[object Object],[object Object]

Collecting Primary Research Data ,[object Object],[object Object]

Ways to Find Out What Consumers Think ,[object Object],[object Object],[object Object],[object Object],[object Object]

Scanning the Marketing Environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Consumer and B2B Market ,[object Object],[object Object]

Marketing to Consumers ,[object Object],[object Object],[object Object]

Segmenting the Consumer Market ,[object Object],[object Object],[object Object]

Segmenting the Consumer Market (cont.) ,[object Object],[object Object]

Marketing to Small Segments ,[object Object],[object Object]

Mass Marketing vs. Relationship Marketing ,[object Object],[object Object]

The Consumer Decision Making Process and Outside Influences

Business-to-Business Market (B2B) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

B2B Market Differences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Developing Value ,[object Object],[object Object],[object Object],[object Object]

Developing a Total Product ,[object Object],[object Object],[object Object]

Potential Components of a Total Product Offer

Understanding Product Lines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Product Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Differentiating Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Classifying Consumer Goods and Services ,[object Object],[object Object],[object Object],[object Object]

Classifying Shopping Goods and Services ,[object Object],[object Object],[object Object],[object Object],[object Object]

Classifying Specialty Goods and Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Classifying Unsought Goods and Services ,[object Object],[object Object],[object Object],[object Object]

Classifying Industrial Goods and Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some Key Functions of Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Understanding Branding ,[object Object],[object Object]

Key Brand Categories ,[object Object],[object Object]

Key Brand Categories (cont.) ,[object Object],[object Object]

Establishing Brand Equity and Loyalty ,[object Object],[object Object]

Building Brand Awareness ,[object Object],[object Object],[object Object]

Building Brand Associations ,[object Object],[object Object]

The New Product Development Process

Bringing New Products to the Market ,[object Object],[object Object]

Bringing New Products to the Market (cont.) ,[object Object],[object Object]

The Four Stages of a Product Life Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales and Profits During the Product Life Cycle

Pricing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

Pricing Strategies ,[object Object],[object Object],[object Object]

Using Break-Even Analysis ,[object Object],[object Object],[object Object]

Pricing Alternatives ,[object Object],[object Object],[object Object]

Pricing Strategies of Retailers ,[object Object],[object Object]

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dr. Thomas Eppel - Management 1 Chapter 13,14 : Marketing

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Dr. Thomas Eppel - Management 1 Chapter 13,14 : Marketing