4.5 The four 4Ps: product, price, promotion & place

Channel of distribution

chain of intermediaries a product passes through from producer to final consumer.

Sales promotion

incentives such as special offers or special deals directed at consumers or retailers to achieve short-term sales increases and repeat purchases by consumers

Extension strategies

marketing plans that extend the maturity stage of the product before a brand new one is needed.

Predatory pricing

deliberately undercutting competitors prices in order to try to force them out of the market

Promotional pricing

special low prices to gain market share or sell off excess stock includes "buy one get one free"

emotional attachment

A(n) ________ can develop between the brand and customers, increasing customer loyalty.

Company or corporate branding

company name is applied to products and this becomes the brand name

Maturity

________ or saturation: sales fail to grow, but they do not decline significantly either.

Family branding

marketing strategy that involves selling several related products under one brand name (also known as umbrella branding)

Cost-plus pricing

adding a fixed mark-up for profit to the unit price of a product

Extension strategies

marketing plans that extend the maturity stage of the product before a brand new one is needed

Promotion mix

combination of promotional techniques that a firm uses to communicate the benefits of its products to customers.

Product

end result of the production process sold on the market to satisfy a customer need

Promotion

use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy

Market skimming

setting a high price for a new product when a firm has a unique or highly differentiated product with low price elasticity of demand.

Loss leader

product sold at a very low price to encourage consumers to buy other products.

Brand value (or brand equity)

premium that a brand has because customers are willing to pay more for it than they would for a non-branded generic product

Above-the-line promotion

form of promotion that is undertaken by a business by paying for communication with consumers, e.g

Product life cycle

pattern of sales recorded by a product from launch to withdrawal from the market

Boston Consulting Group

________ (BCG) matrix: method of analyzing the product portfolio of a business in terms of market share and market growth.

If its a newly launched product, its going to need heavy promotional costs to help it become established

this finance could come from the cash cow

Market skimming

setting a high price for a new product when a firm has a unique or highly differentiated product with low price elasticity of demand

Predatory pricing

deliberately undercutting competitors prices in order to try to force them out of the market.

Maturity or saturation

sales fail to grow, but they do not decline significantly either

Consumer durables

manufactured products that can be reused and are expected to have a reasonably long life, such as cars.

Consumer durables

manufactured products that can be reused and are expected to have a reasonably long life, such as cars

Penetration pricing

setting a relatively low price often supported by strong promotion in order to achieve a high volume of sales.

Boston Consulting Group (BCG) matrix

method of analyzing the product portfolio of a business in terms of market share and market growth

Brand

identifying symbol, name, image or trademark that distinguishes a product from its competitors

Manufacturers brands

producers establish the brand image of a product or a family of products, often under the company's name

Brand loyalty

faithfulness of consumers to a particular brand as shown by their repeat purchases irrespective of the marketing pressure from competing brands

Channel of distribution

chain of intermediaries a product passes through from producer to final consumer

Penetration pricing

setting a relatively low price often supported by strong promotion in order to achieve a high volume of sales

Psychological pricing

setting prices that take account of customers perception of value of the product

Own-label branding

retailers create their own brand name and identity for a range of products

Internet

________ (online) marketing refers to advertising and marketing activities that use the ________, email and mobile communications to encourage direct sales via electronic commerce.

Brand

identifying symbol, name, image or trademark that distinguishes a product from its competitors.

Promotional pricing

special low prices to gain market share or sell off excess stock includes "buy one get one free.

Product branding

each individual product in a portfolio is given its own unique identity and brand image (also known as individual branding)

Below-the-line promotion

promotion that is not a directly paid-for means of communication but based on short-term incentives to purchase, e.g

Guerrilla marketing

unconventional way of performing marketing activities on a very low budget

Promotion mix

combination of promotional techniques that a firm uses to communicate the benefits of its products to customers

Psychological pricing

setting prices that take account of customers perception of value of the product.

Growth

if the product is effectively promoted and well received by the market, then sales should grow significantly.

Introduction

________ is when the product has just been launched after development and testing.

Brand awareness

extent to a which a brand is recognized by potential customers and is correctly associated with a particular product can be expressed as a percentage of the target market

Loss leader

product sold at a very low price to encourage consumers to buy other products

Growth

if the product is effectively promoted and well received by the market, then sales should grow significantly

Viral marketing

use of social media sites or text messages to increase brand awareness or sell products