• Wrong document? Swap it for free
  • Written by students who passed
  • Immediately available after payment
  • Read online or as PDF
  • 4.6 TrustPilot
0
Sell
Where do you study
Your language
Start selling Create your account
  • Rijksuniversiteit Groningen (RuG)
  • Brand and Product Management
To add items to your wishlist, you must be logged in
Document preview thumbnail
Preview 3 out of 18 pages
Summary

Summary Brand and Product Management Lecture 6

0.0
(0 reviews)
- sold
18 pages
2017/2018 Written for academic year
Institution
Rijksuniversiteit Groningen (RuG)
Course
Brand and Product Management
Document preview thumbnail
Preview 3 out of 18 pages

Brand and Product Management Search for my bundle, can't upload them separate for less because of the minimum Stuvia has to earn. Bundle with all 7 lectures and all required papers is 8 euros!

Content preview

REMAINING PART OF LECTURE 5

,PROMOTIONS

Benefits:

 Effective price discrimination
 Power of product experience

Drawbacks:

• Decreased brand loyalty
• Increased brand switching



Price discrimination: different price on website
versus apps or different target groups see different
prices. For instance: Student price versus normal
price.

Price promotion: not necessarily lowering the
price, but you are making it more accessible; can
be price, can be products for free

Decreasing brand loyalty: decreasing reference price after promotion, not willing to pay premium
price anymore

, Loyal segment:

Price promotion have negative effect on price sensitivity
Non price-promotion have positive effect on price sensitivity

Non-loyal segment:

Price promotion have negative effect on price sensitivity
Non price-promotion have negative effect on price sensitivity

Price promotion we will likely reduce price, response will be more quantity sold.

Document information

Study
Master Marketing Management
Uploaded on
January 13, 2018
Number of pages
18
Written in
2017/2018
Type
Summary
Report Copyright Violation
$4.04
Wrong document? Swap it for free Within 14 days of purchase and before downloading, you can choose a different document. You can simply spend the amount again.
Written by students who passed
Immediately available after payment
Read online or as PDF
Seller avatar
Reputation scores are based on the amount of documents a seller has sold for a fee and the reviews they have received for those documents. There are three levels: Bronze, Silver and Gold. The better the reputation, the more your can rely on the quality of the sellers work.
leolas
3.0
(5)
Sold
41
Followers
29
Items
25
Last sold
3 year ago
Available in package deal
Product Image
Package deal
Brand and Product Management
-
4
Sold
8
item
Jan 2018
$35.25
$10.42
You save 70% More Info

Browse related subjects

Subjects

  • brand
  • product
  • management
  • brand and product management
  • rug

Why students choose Stuvia

Created by fellow students, verified by reviews

Quality you can trust: written by students who passed their tests and reviewed by others who've used these notes.

Didn't get what you expected? Choose another document

No worries! You can instantly pick a different document that better fits what you're looking for.

Pay as you like, start learning right away

No subscription, no commitments. Pay the way you're used to via credit card and download your PDF document instantly.

Student with book image

“Bought, downloaded, and aced it. It really can be that simple.”

Alisha Student

Working on your references?

Create accurate citations in APA, MLA and Harvard with our free citation generator.

Learn more Create citation
Working on your references?

Frequently asked questions