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The Marketing Mix, Services & Non-Profit Charateristics, Traditional…

- - - - Related to competitor prices, market offering,
        competitor pricing strategies
      - Competitive bidding
    - - Demand pricing - customers willingness
        to purchase at set prices
      - Good-value pricing quality linked pricing
      - Value-added pricing - increased services
      - Psychological pricing - emotional response from customers
        e.g. 99p as opposed to £1
    - - Break-even analysis
      - Direct cost - e.g. cinemas offering discounts off peak
        Second-market discounting, could be competition driven
      - Cost-plus - mark up pricing on cost of goods
    - - Optional-product pricing - service and accessories
      - Captive-product pricing - side products e.g. printer cartridges
      - Product line pricing - models and price variations
      - By-product pricing - product derived from creating a product
      - Product bundle pricing - multi purchase pricing
    - - Quantity discounts
      - Cash discounts
      - Trade or function
      - Seasonal discounts
      - Allowances
    - - Segmented pricing - student and OAP discounts, some are illegal
      - Super-sized pricing - linked to food, purchasing more than you actually need, over indulgence when it's not required
      - Dynamic pricing - data driven on customer needs and desires
  - - - Expensive, intrusive, security
      - Global, personalised, targeted, interactive, flexible :
      - Digital channels
    - - Purchase promotions
      - Promote sales
      - Damage perception to brand, short term reward
    - - directed comms
      - Targeted, personal, not seen by all, measureable
      - Low responses, annoying to customers if not correct
    - - Paid to organision, association or individual
      - High visibility, positive association
      - Damage to brand perceptions, short term reward
    - - Oral comms
      - Personal, flexible, builds relationships
      - Expensive, sales skilled staff
    - - Not paid, 3rd party
      - High credibility, potential reach and relevance
      - Poor control of comms
    - - wide coverage
      - impersonal, one way, reduced flexability
      - Mass comms
    - - Relational
        
        Link
      - Behavioural
        
        Link
      - Cognitive
        
        Link
  - - - Benefits of channel members
        
        Information > on stakeholders, environment, improve strategic planning
        
        Promotion > effective comms for a product
        
        Contact > influence existing contacts they have
        
        Matching > input on product design to match customer needs
        
        Risk Taking > owning the risk of channel distribution
        
        Financing > channel distribution
        
        Negotiation > price or terms
  - - - Actual Product > Packaging, features, styling, quality, brand name
      - Core Product > Core benefit of service
      - Augmented Product > Installation, after-sale service, warranty, delivery and credit