After developing customer value-driven marketing strategy, we now take a deeper look at the marketing mix: the
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After developing customer value-driven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies engage customers and deliver superior customer value. It is all about how companies
- develop and manage products, services and brands,
- effective pricing to harvest (capture) value
- marketing channel (place)
- integrated marketing communication(promotion)
Accordingly answer the following questions
Part I: pricing
- Answer the question "What is a price?" and discuss the importance of pricing in today's fast-changing environment.
- Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices.
Part II: marketing channel (delivering customer value)
- explain why companies use marketing channels and discuss the functions these channels perform
- explain how companies select, motivate, and evaluate channel members
part III: marketing communication(promotion)
- Define the five promotion mix tools for communicating customer value.
Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.
Related Book For
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr
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