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

Penetration pricing

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

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

Maturity or saturation

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

Channel of distribution

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

Promotion mix

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

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

Product

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

emotional attachment

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

Promotion mix

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

Growth

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

Consumer durables

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

Family branding

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

Company or corporate branding

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

Psychological pricing

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

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

Extension strategies

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

Own-label branding

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

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

Manufacturers brands

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

Boston Consulting Group (BCG) matrix

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

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

Psychological pricing

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

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

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.

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)

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

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

Promotion

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

Penetration pricing

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

Brand loyalty

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

Brand

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

Loss leader

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

Predatory pricing

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

Product life cycle

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

Promotional pricing

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

Viral marketing

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

Growth

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

Cost-plus pricing

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

Above-the-line promotion

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

Loss leader

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

Channel of distribution

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

Introduction

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

Internet

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

Guerrilla marketing

unconventional way of performing marketing activities on a very low budget

Extension strategies

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