penetration pricing
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a pricing policy whereby a firm charges a relatively low price for a product
initially as a way to reach the mass market
harvest
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type: all SBUs except those classified as stars
Strategy: to increase the short term cash return without too much concern
for the long run impact
,convenience products
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a relatively inexpensive item that merits little shopping effort (bread, toilet
paper, soft drinks, pain relievers)
status quo pricing
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This pricing strategy means charging a price identical to or very close to
the competition's price
style modification
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a change in how the product looks
promotional strategy
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, a plan for the optimal use of the elements of promotion: advertising, public
relations, personal selling, sales promotion, and social media
marketing mix (four Ps)
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a unique blend of product, place (distribution), promotion, and pricing
strategies designed to produce mutually satisfying exchanges with a target
market
concentrated targeting strategy
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a strategy used to select one segment of a market for targeting marketing
efforts
Dog
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a business unit that has low growth and small market share.
Ex. Mainframe computer. (low growth and low market share.
Internal Strengths and Weaknesses
Give this one a try later!
a pricing policy whereby a firm charges a relatively low price for a product
initially as a way to reach the mass market
harvest
Give this one a try later!
type: all SBUs except those classified as stars
Strategy: to increase the short term cash return without too much concern
for the long run impact
,convenience products
Give this one a try later!
a relatively inexpensive item that merits little shopping effort (bread, toilet
paper, soft drinks, pain relievers)
status quo pricing
Give this one a try later!
This pricing strategy means charging a price identical to or very close to
the competition's price
style modification
Give this one a try later!
a change in how the product looks
promotional strategy
Give this one a try later!
, a plan for the optimal use of the elements of promotion: advertising, public
relations, personal selling, sales promotion, and social media
marketing mix (four Ps)
Give this one a try later!
a unique blend of product, place (distribution), promotion, and pricing
strategies designed to produce mutually satisfying exchanges with a target
market
concentrated targeting strategy
Give this one a try later!
a strategy used to select one segment of a market for targeting marketing
efforts
Dog
Give this one a try later!
a business unit that has low growth and small market share.
Ex. Mainframe computer. (low growth and low market share.
Internal Strengths and Weaknesses
