Trend…………………………………………………………..6 3.4.2 Size…………………………………………………………….6 3.4.3 Market share…………………………………………………...6 3.4 Micro environmental impacts……………………………………………...7 3.5 Macro environmental impacts……………………………………………..7 3.6 Product category……………………………...……………………………8 3.7 Competitors………………………………………………………………..8 3.0 Segmentation analysis 4.8 Bases of segmentation……………………………………………………..9 4.9.4 Geographic…………………………………………………….9 4.9.5 Demographic…………………………………………………
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Chapter 12: Setting Product Strategy GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. exceed b. meet c. capture d. compete with e. comprehend Answer: b Page: 372 Level of difficulty: Easy 2. The customer will judge the offering by three basis elements: ________‚ services mix and quality‚ and price. a. performance b. salespeople
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Conglomerate | Founded | 7 May 1946[1] | Founder(s) | Masaru Ibuka Akio Morita | Headquarters | Minato‚ Tokyo‚ Japan | Area served | Worldwide | Key people | Sir Howard Stringer (Chairman of the Board) Kazuo Hirai (President & CEO) | Products | Consumer electronics Semiconductors Video games Media/Entertainment Computer hardware Telecom equipment | Services | Financial services‚ insurance‚ banking‚ credit finance and advertising agency | Revenue | US$ 79.186 billion (2012)[2]
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Demographic for our product is targeted towards parents and youth in New Zealand ranging from middle to upper class that spend a lot of time in the harsh New Zealand sun. This demographic is primarily concerned about protecting themselves and their families from developing skin cancer. Parents are concerned about the overall health and wellbeing of their children‚ which is why they are our target market. For children of young age‚ their parents are responsible to ensure that their children have sufficient
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The product-process matrix‚ developed by Hayes and Wheelwright in 1979 was designed to show the trade-offs in operations and marketing by linking product plans and process choices. The model is based on traditional trade-offs evident in a single manufacturing facility environment. The product-process matrix has been empirically tested‚ but improvements in operations flexibility by applying advanced technologies have caused many to question the model’s continued validity. In recent years‚ the environment
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to the current buzz surrounding online business-to-business (B2B) alliances‚ some industry observers say the future for e-commerce is in business-to-consumer deals‚ with an emphasis on such major purchases as real estate. By some estimates‚ up to 50 percent of prospective homebuyers will use the Internet to search for new homes within the next two years. Even those who may not yet feel comfortable completing transactions on the Web say they will at least begin their search on the Internet
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A product life cycle is comprised if the combined demand over an extended period of time for all brands including a product category. A product life cycle is composed of four different stages each with its own properties and characteristics. The four stages that compose the cycle are introduction‚ growth‚ maturity and decline. In the introduction stage‚ also known as the pioneer stage‚ a product is first launched into the market in a full-scale marketing programme. The marketing programme’s main
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PRODUCT MANAGEMENT THE ORIGIN: ➢ The idea of product or brand management began at Proctor & Gamble in the early 1930s. ➢ All began with a memo directed to the head of the advertising department by Neil McElroy on May 13‚ 1931 and ran to three pages – considerably more verbose. ➢ McElroy was thus the obvious man to grow and plant the embryo of brand manager system. ➢ McElroy was heading the new soap product “Camay” which was directly in competition with Ivory.
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PRODUCT LIFE CYCLE CONCEPT OF PRODUCTS LIFECYCLE (ELEMENTARY KNOWLEDGE) Product Life Cycle Definition by Philip Kotler: "An attempt to recognise distinct stages in the sales history of the product " PLC concept implies: Products have a limited life. Product sales pass through distinct stages with each stage posing Challenges/Opportunities/ Problems. Profits rise/fall during different stages of product life cycle. Products require different marketing/manufacturing./ finance/ purchase/ HR
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MARKETING THROUGH THE PRODUCT LIFE CYCLE A company’s positioning and differentiation strategy must change as the product‚ market and competitors change over time. Due to this‚ a product is assumed to follow the concept of the product life cycle (PLC). Kotler (2000) say that a product has a life cycle is to assert four things: Products have a limited life; product sales pass through distinct stages with different challenges‚ opportunities‚ and problems for the seller; profits rise and fall at different
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