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Lecture 3 marketing mix (concepts (marketing channel (types (direct vs…

- - - - individuals and organizations involved in the process of making an offer available for consumption or use
    - - direct vs indirect distribution
      - electronic vs brink an mortar channels
- - - - factors
        
        retail level
        
        degree to which the elect retailer is satisfying
        
        satisfying buyer requirements
        
        profitability
        
        coveraging target market segments
  - - - 1 set pricing objectives
        
        examples of pricing objectives
        
        gain market position
        
        achieve financial performance
        
        product positioning
        
        stimulate demand
        
        influence competition
      - analyze pricing situation
        
        constraints dimensions on degrees of freedom
        
        customer price sensitivity
        
        important questions
        
        elastic or inelastic demand?
        
        the size and the potential in terms of buyer potential of the market ?
        
        life cycle
        
        differentiated offering or commodity
        
        estimated sales at different prices
        
        cost
        
        cost analysis
        
        självkostnads analys
        
        predicted responses from competition
        
        game theory
        
        competitor analysis
        
        which firms represent the most direct competition?
        
        competitor positioning on a relative price basis
        
        how active is price in their marketing strategy?
        
        legal or ethical constraints
      - select pricing strategy
        
        how much flexibility exists?
        
        how to position price relative to costs?
      - determine specific prices and policies