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B207:Block 1business drawing-charts-graphs-business-strategy-plan-concept…
B207:Block 1
The Open University
4P's
Price
Types
cost-based
competitor based
customer-based
Factors that affect pricing
marketing mix
STEEPLE factors
marketing strategy
objectives
marketing
pricing
organisational
who sets the prices
Product
Types
Convenience
Shopping
Speciality
Unsought
levels
Actual
Core
Augmented
Place
Distribution Channels
Traditional ditribution
Vertical marketing system
Promotion
Personal selling
Advertising
Sales promotion
Direct marketing
Digital marketing
For services & Non-profit marketing
7P's
Physical evidence
People
Process
:question:
Requires careful planning
Wider variety of types of data available
To improve decision making
Strategy
Focused operation
A specific performance objective
Volume
Market segment
Technology speciality
Performance Objectives
Speed
Flexibilty
Quality
Sustainability
Dependability
Cost
Decisions
Supply chain development
Technology adoption
Capacity & facilities
Workforce & organisation
Management
Processes
Process 7Ps
Outputs
Place 4Ps
Input Resources
People 7Ps
Areas of conflict
:red_flag:
Stock contro
l
Breadth of range
Scheduling
new products
Capacity planning
Marketing
Operations
Product Design
Reliability
Maintainability
Durability
Aesthatics aspects
Produce-ability
New product development
Incremental enhancement of existing products
New generation products
Breakthrough products
Service Design
The Service experience
The Service outcome
The Service operation
The organising idea
The Value of the service
Positioning factors
Consistency
Credibility
Clarity
Competitiveness
Segmentation
Psychographic
Behavioural
Geographic
Demographic
Targeting Strategies
Undifferentiated
Customised
Differentiated
Concentrated
Macro Environment
Technological
Economic
Social
Environmental
Political
Ethical
Micro Environment
Publics
Suppliers
Marketing Intermediaries
Customers
Competitors
Growth Opportunities
Strategies
Process Design
Trade-offs :warning:
can produce low volumes with high variety
:
mass customisation
:check:
4 Steps
Layout choice
Functional
Product
Fixed Position
Hybrid & mixed
Detailed choice
Final design stage
Process choice
Manufacturing
Services
Design factors
Operations Performance Objectives
main drivers
Variety of output
Volume of work
Raising Finance
Debt Factoring
working capital management
Bank overdrafts
Retained earnings
Leasing
Bank facilities
Equity finance
The Open University