product placement
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a form of branded entertainment also known as brand integrations.
5 steps in developing effective market communication
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, 1. Identify the target audience
2. Determine the communication objectives
3. Design the message
4. Choose the media
5. Select the message source
Wheel of Retailing
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- a concept that suggests new types of retailers usually begin as low-
margin, low price, low status operations, but later evolve into higher-price,
higher-service operations, eventually becoming like the conventional
retailers they replaced (textbook)
- states that many new types of retailing forms begin as low-margin, low-
price, low-status operations, and challenge established retailers. As they
succeed they upgrade their facilities and offer more services, increasing
their costs and forcing them to increase prices, eventually becoming the
retailers they replaced. (slides)
Types of customer value based pricing
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Everyday low pricing (EDLP), good-value pricing, value-added pricing
Discount store
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, a store that carries standard merchandise sold at lower prices with lower
margins and higher volumes
Warehouse clubs/wholesale club
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an off-price retailer that sells a limited selection of brand name grocery
items, appliances, clothing, and other goods at deep discounts to members
who pay annual membership fees
Integrated logistics management
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- the recognition that providing customer service and trimming distribution
costs requires teamwork internally and externally
Methods for setting sales and promotion budget
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affordable budget method; percentage of sales method; competitive
parity method
Integrated marketing communication
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- Integrated marketing communications: the integration by the company of
its communication channels to deliver a clear, consistent, and compelling
message about the organization and its brands
- i.e. Haagen- Daas Loves Honey Bees
internet pros
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high selectivity; low cost; immediacy; interactive capabilities
Intensive distribution
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Stocking the product in as many outlets as possible (candy and toothpaste)
Value delivery network
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Give this one a try later!
a form of branded entertainment also known as brand integrations.
5 steps in developing effective market communication
Give this one a try later!
, 1. Identify the target audience
2. Determine the communication objectives
3. Design the message
4. Choose the media
5. Select the message source
Wheel of Retailing
Give this one a try later!
- a concept that suggests new types of retailers usually begin as low-
margin, low price, low status operations, but later evolve into higher-price,
higher-service operations, eventually becoming like the conventional
retailers they replaced (textbook)
- states that many new types of retailing forms begin as low-margin, low-
price, low-status operations, and challenge established retailers. As they
succeed they upgrade their facilities and offer more services, increasing
their costs and forcing them to increase prices, eventually becoming the
retailers they replaced. (slides)
Types of customer value based pricing
Give this one a try later!
Everyday low pricing (EDLP), good-value pricing, value-added pricing
Discount store
Give this one a try later!
, a store that carries standard merchandise sold at lower prices with lower
margins and higher volumes
Warehouse clubs/wholesale club
Give this one a try later!
an off-price retailer that sells a limited selection of brand name grocery
items, appliances, clothing, and other goods at deep discounts to members
who pay annual membership fees
Integrated logistics management
Give this one a try later!
- the recognition that providing customer service and trimming distribution
costs requires teamwork internally and externally
Methods for setting sales and promotion budget
Give this one a try later!
affordable budget method; percentage of sales method; competitive
parity method
Integrated marketing communication
, Give this one a try later!
- Integrated marketing communications: the integration by the company of
its communication channels to deliver a clear, consistent, and compelling
message about the organization and its brands
- i.e. Haagen- Daas Loves Honey Bees
internet pros
Give this one a try later!
high selectivity; low cost; immediacy; interactive capabilities
Intensive distribution
Give this one a try later!
Stocking the product in as many outlets as possible (candy and toothpaste)
Value delivery network
Give this one a try later!
