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Marketing mix estrategies, Referencias. Gomez Ortíz, M. G. (2022). U1…

- - - - Relation between price and product
        
        It has two branches
        
        1.1. Relation among products
        
        Purchases of products that are related between them by having the same fuction or because they are part of an activity.
        
        1.1.2. Substitute products
        
        1.1.3. Loss leader
        
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        1.1.1. Complementary products
        
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        A change in the context can benefit or affect substitute products.
        Most of them are different brands of the same class of products, the increase in sales of one decreases the sales of the others.
        It can also happen that there are substitutes for completely different products. There are not berries I buy strawberries.
        
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        1.2. Pricing and products
        
        Purchases of products that are related between them for being of the same family, type, have the same fuction but the purchase involves the price to the purchase final desision
        
        1.2.3. Pricing for captive product
        
        1.2.2. Pricing for optional products
        
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        1.2.4. Pricing for subproduct
        
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        Determine the price for products that have to be used in conjunction with a core product.
        Manufacturers of core products assign low prices to these and assign high profit margins to consumable products.
        
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      - It has 3 branches
        
        2.2. Price as an advertising element
        
        2.1. Relation between pricing and advertising
        
        Effective pricing (EPF) is a complement to advertising and personal selling.
        Price is an additional promotional tool.
        Most frequent advertising: designed to minimize price sensitivity.
        
        Differences between two factors.
        
        Advertaising
        
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        Effect over individual purchases
        
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        2.3. Relation between price and sales promotion
        
        This is to publicize a new product or changes in price, quality, size of an existing product, in order to encourage consumers to buy our product. Marketers once they have studied market needs, launching promotions to stimulate and improve consumer demand. This can be done with pricing through various means:
        
        Price promotion
        
        Quantity promotion
        
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        Temporarily or indefinitely price reduction, with the aim of rekindling the interest of consumers.
        
        There are companies that use high prices to improve the perception of quality, keep prices stable, improve the image of their products, and sometimes they set low prices to induce purchase.
      - Pricing and place
        
        It has 3 branches
        
        3.2. Pricing and intermediate numbers
        
        3.1. Pricing and distribution
        
        How a product is distributed affects how it is priced affecting:
        
        Differentiate it with improvements
        
        Other products with which it is compared
        
        Market segmentation
        
        Perception / positionating
        
        Direct
        
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        Indirect
        
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        3.3. Pricing and delivery place (distance)
        
        It means that the price has to include the transport cost.
        Transport costs are the costs internally assumed to make that the product reach to the fonal consumer.
        
        According with Swriti Chand "It represents the level of international availability selected for a particular product by the marketer; the level of intensity chosen will depend upon factor such as the production capacity, the size of the target market, pricing and promotion policies and the amount of product service required by the end-user."
        
        Intensive
        
        Its goal provide saturation coverage of the market by using all available points of sale. It required where customers have a range of acceptable brands to choose from. If a brand is not available, a customer will choose another.
        
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        Selective
        
        A producer uses a limited number of points of sale in a geographical area to sell products. An advantage is that the producer can choose the most appropriate or best-performing outlets and focus effort on them. Selective distribution works best when consumers are prepared to “shop around” having a preference for a brand or price and will search out the outlets that supply.
        
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        Exclusive
        
        Exclusive distribution is an extreme form of selective distribution in which only one wholesaler, retailer or distributor is used in a specific geographical area. This is used to get more prestige.