【正文】 nnot be seen, felt, tasted, touched before purchase Inseparability ? cannot be separated from their providers, for example, hairdresser 1/26/2023 Characteristics of services Variability ? quality of service can vary at each offer Perishability ? cannot be stored for later use 1/26/2023 Overing service challenges Intangibility ? use cues to make tangible Inseparability ? not always possible use technology Variability ? standardisation/training Perishability ? match supply and demand 1/26/2023 Determinants of Service Quality Reliability Responsiveness Assurance Empathy Tangibles 1/26/2023 In summary... Product characteristics Branding Packaging labeling New product development Services 1/26/2023 1/26/2023 Marketing Management Topic 7 Pricing and Channels 1/26/2023 136 Outline Price ? Setting the price ? Pricing methods Marketing Channels ? Design decisions ? Management decisions ? Dynamics 1/26/2023 Price High Medium Low High Low Product Quality Med Premium Value Medium Value Economy Overcharging RipOff False Economy High Value Super Value GoodValue Price Quality Strategies 1/26/2023 Setting pricing policy Select the pricing objective determine demand estimate costs analyse petitors select a pricing method select final price 1/26/2023 Types of Costs Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production Fixed Costs (Overhead) Costs that don’ t vary with sales or production levels. Executive Salaries Rent Variable Costs Costs that do vary directly with the level of production. Raw materials 1/26/2023 The Three C’ s Model for Price Setting Costs Competitors’ prices and prices of substitutes Customers’ assessment of unique product features Low Price No possible profit at this price High Price No possible demand at this price 1/26/2023 Pricing Methods Markup pricing Target return pricing Perceived value pricing Value pricing Goingrate pricing Sealedbid pricing 1/26/2023 Promotional Pricing Lossleader pricing Specialevent pricing Cash rebates Lowinterest financing Longer payment terms Warranties service contracts Psychological discounting 1/26/2023 Discriminatory pricing customer segment product form location time 1/26/2023 How a Distributor Reduces the Number of Channel Transactions = Customer = Manufacturer A. Number of contacts without a distributor M x C = 3 X 3 = 9 1 3 2 4 5 6 7 8 9 1/26/2023 How a Distributor Reduces the Number of Channel Transactions = Distributor = Customer = Manufacturer B. Number of contacts with a distributor M x C = 3 + 3 = 6 Store 1 2 3 4 5 6 1/26/2023 Distribution channel functions risk taking physical distribution payments transfer information munication negotiation ordering financing 1/26/2023 Wholesaler Jobber Retailer Consumer ? ? ? ? Consumer Retailer Consumer ? Manufacturer 0level channel Wholesaler Retailer Consumer ? ? Mfg 2level channel Mfg 3level channel 1level channel Manufacturer Consumer Marketing Channels 1/26/2023 Customers’ Desired Service Levels Lot size Waiting time Spatial convenience Product variety Service backup 1/26/2023 Channel management decisions selecting training motivating evaluating feedback 1/26/2023 Corporate Common Ownership at Different Levels of the Channel Contractual Contractual Agreement Among Channel Members Administered Leadership is Assumed by One or a Few Dominant Members Types of Vertical Marketing Systems 1/26/2023 Conventional Distribution Channel vs. Vertical Marketing Systems Vertical marketing channel Manufacturer Retailer Conventional marketing channel Consumer Manufacturer Consumer Retailer Wholesaler Wholesaler 1/26/2023 Causes of Channel Conflict Inpatibility Difference in perception Dependence 1/26/2023 Legal Ethical Issues in Channel Relations Exclusive dealing Exclusive territories Tying agreements Dealers’ rights 1/26/2023 In summary... Price ? Setting the Price ? Adapting the Price ? Initiating Responding to Price Changes Marketing Channels ? Design Decisions ? Management Decisions ? Dynamics 1/26/2023 1/26/2023 Marketing Management Topic 8 Promotions Marketing Communications 1/26/2023 157 Outline The munications mix The munications process Developing effective munications Deciding on the marketing munications mix Managing and coordinating integrated marketing munications 1/26/2023 Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Shortterm Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’ s Image/products. Personal Presentations. The Marketing Communications Mix 1/26/2023 Elements in the Communication Process SENDER Encoding Decoding RECEIVER Media Message Feedback Response Noise 1/26/2023 Message problems Selective attention selective distortion selective reception 1/26/2023 Steps for effective munication Identify target audience Communication objectives Design the message Select munications channel Establish the budget Communications mix Measure results Manage the IMC process 1/26/2023 Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buy