ملخص الفاينل لمشتركين التسويق 💜 PDF

‫ُم‬ ‫لخصات كفاح‬ ‫يقدم لكم‬ ‫ملخص جزئية الفاينل‬ ‫لمادة مبادئ التسويق‬ ‫هذا الملخص خاص بالمشتركين فقط‬ ‫ال نسمح وال نحلل نشره او استخدامه في اعمال تجاريه‬ ‫‪https://t.me/AJE7970‬‬ ‫‪https://x.com/hustlers_12‬‬ ...

‫ُم‬ ‫لخصات كفاح‬ ‫يقدم لكم‬ ‫ملخص جزئية الفاينل‬ ‫لمادة مبادئ التسويق‬ ‫هذا الملخص خاص بالمشتركين فقط‬ ‫ال نسمح وال نحلل نشره او استخدامه في اعمال تجاريه‬ ‫‪https://t.me/AJE7970‬‬ ‫‪https://x.com/hustlers_12‬‬  Chapter 6 Pricing: Understanding and Capturing Customer Value https://t.me/AJE7970 https://x.com/hustlers_12 🔺What Is a Price? Price is the amount of money charged for a product or service, or the sum of all the values that customers exchange for the benefits of having or using the product or service. Pricing: No matter what the state of the economy, companies should sell value, not price. 🔺 Major Pricing Strategies If customers perceive that a product's price is greater than its value, they won't buy it. If the company prices the product below its costs, profits will suffer. Between the two extremes, the "right" pricing strategy is one that delivers both value to the customer and profits to the company 🔺Customer Value-Based Pricing 🔹Value-based pricing uses the buyers’ perceptions of value rather than the seller’s cost. Value-based pricing is customer driven. Cost-based pricing is product driven. Price is set to match perceived value. 🔹Good-value pricing is offering just the right combination of quality and good service at a fair price. Costs play an important role in setting prices. But like everything else in marketing, good pricing starts with the customer Customer value–based pricing: A Steinway piano—any Steinway piano—costs a lot. But to a Steinway customer, it’s a small price to pay for the value of owning one. 🔹Everyday low pricing (EDLP) :involves charging a constant everyday low price with few or no temporary price discounts. https://t.me/AJE7970 https://x.com/hustlers_12 🔹High-low pricing involves charging higher prices on an everyday basis but running frequent promotions to lower prices temporarily on selected items. 🔹Value-added pricing attaches value-added features and services to differentiate a company’s offers and thus their higher prices. The Porsche Drive subscription program promises “Dreams on demand—a fleet of Porsches at your fingertips.” That makes the value well worth the price for the group of Porsche enthusiasts who sign up. 🔺Cost-Based Pricing 🔹Cost-based pricing sets prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for effort and risk. 🔹Cost-plus pricing adds a standard markup to the cost of the product. Benefits: – Sellers are certain about costs. – Price competition is minimized. – Buyers feel it is fair. Disadvantages: – Ignores demand and competitor prices 🔹Break-even pricing (target return pricing) is setting price to break even on costs or to make a target return. 🔺Competition-Based Pricing 🔹Competition-based pricing is setting prices based on competitors’ strategies, costs, prices, and market offerings. Pricing versus competitors: Caterpillar dominates the heavy equipment industry despite charging premium prices. Customers believe that Caterpillar gives them a lot more value for the price over the lifetime of its machines. https://t.me/AJE7970 https://x.com/hustlers_12 🔺Other Internal and External Considerations Affecting Price Decisions 🔹Target costing starts with an ideal selling price based on consumer value considerations and then targets costs that will ensure that the price is met. Brands might build their marketing strategies around premium pricing or affordable pricing. Consumer electronics maker Visio’s aim is “to make high-quality technology and content affordable to everyone.” 🔹Organizational Considerations Who should set prices? Who can influence prices? 🔹The Market and Demand Before setting prices, the marketer must understand the relationship between price and demand for its products. Pricing under monopolistic competition: Bose sets its premium audio products apart not by price but by the power of its brand and the host of differentiating features. -Pricing In Different Types of Markets: Pure competition Monopolistic competition Oligopolistic competition Pure monopoly - Analyzing the Price-Demand Relationship: The demand curve shows the number of units the market will buy in a given period at different prices Demand and price are inversely related Higher price = lower demand https://t.me/AJE7970 https://x.com/hustlers_12 -Price Elasticity of Demand Price elasticity is a measure of the sensitivity of demand to changes in price. Inelastic demand is when demand hardly changes with a small change in price. Elastic demand is when demand changes greatly with a small change in price. 🔹The Economy and Other External Factors: Economic conditions Reseller’s response to price Government Social concerns Pricing and the economy: To meet the needs of cost-conscious customers with tighter budgets, Target introduced lower-priced store brands such as Up & Up. “Beautiful things don’t have to be spendy. https://t.me/AJE7970 https://x.com/hustlers_12  Chapter 7 Marketing Channels: Delivering Customer Value https://t.me/AJE7970 https://x.com/hustlers_12 🔺Supply Chains and the Value Delivery Network 🔹Upstream partners are firms that supply raw materials, components, parts, information, finances, and expertise needed to create a product or service. 🔹Downstream partners include the marketing channels or distribution channels that look toward the customer, including retailers and wholesalers. 🔹Supply chain “make and sell” view includes the firm’s raw materials, productive inputs, and factory capacity. 🔹Demand chain “sense and respond” view suggests that planning starts with the needs of the target customer. 🔹Value delivery network is composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system. 🔺The Nature and Importance of Marketing Channels 🔹Marketing channel (distribution channel) is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user. 🔹How Channel Members Add Value: Transform the assortment of products into assortments wanted by consumers. Bridge the major time, place, and possession gaps that separate goods and services from users. https://t.me/AJE7970 https://x.com/hustlers_12 🔹How Channel Members Add Value: Information Promotion Contact Matching Negotiation Physical distribution Financing Risk taking 🔹Number of Channel Levels Channel members are connected by several types of flows: Physical flow of products Flow of ownership Payment flow Information flow Promotion flow 🔺Channel Behavior and Organization 🔹Channel Behavior : Marketing channels consist of firms that have partnered for their common good with each member playing a specialized role. Channel conflict refers to disagreement among channel members over goals, roles, and rewards. Horizontal conflict Vertical conflict Channel conflict: A high level of franchisee discontent is worrisome for both Subway and its franchisees. There’s a huge connection between franchisee satisfaction and customer service. https://t.me/AJE7970 https://x.com/hustlers_12 🔹Multichannel distribution systems are systems in which a single firm sets up two or more marketing channels to reach one or more customer segments. 🔹 Changing Channel Organization Disintermediation is the cutting out of marketing channel intermediaries by producers or the displacement of traditional resellers by new intermediaries. 🔺 Channel Design Decisions Analyzing consumer needs Setting channel objectives Identifying channel alternatives Evaluating channel alternatives 🔹Designing International Distribution Channels Channel systems can vary from country to country. Marketers must be able to adapt channel strategies to structures within each country. 🔺Channel Management Decision Selecting channel members Managing channel members Motivating channel members Evaluating channel members https://t.me/AJE7970 https://x.com/hustlers_12 🔺 Public Policy and Distribution Decisions Exclusive distribution occurs when the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories. Exclusive dealing is when the seller requires that the exclusive distribution sellers not handle competitor’s products. Exclusive territorial agreements are where producer or seller limit territory. Tying agreements are agreements where the dealer must take most or all of the line. 🔺 Marketing Logistics and Supply Chain Management Nature and Importance of Marketing Logistics Marketing logistics (physical distribution) involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet consumer requirements at a profit. https://t.me/AJE7970 https://x.com/hustlers_12  Chapter 8 Engaging Consumers and : Communicating Customer Value Integrated Marketing Communications Strategy https://t.me/AJE7970 https://x.com/hustlers_12  CAPITAL ONE: Advertising Reimagined—“What’s in Your Wallet?” Capital One’s long-running and iconic marketing slogan has challenged consumers to expect more from their financial services institutions by asking “What’s in your wallet?” If it’s not Capital One, it should be. 🔺 The Promotional Mix 🔹The promotion mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. 🔹Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Broadcast Print Digital Mobile Outdoor 🔹Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service. Discounts Coupons Displays Demonstrations Events 🔹Personal selling is the personal interaction by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships. Sales presentations Trade shows Incentive programs 🔹Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. News updates Stories Sponsorships Events Webpages https://t.me/AJE7970 https://x.com/hustlers_12 The entire marketing mix—promotion and product, price, and place—must be coordinated for greatest impact. 🔺 Integrated Marketing Communications 🔹The New Marketing Communications Model -Digital Technology has transformed how companies and customers communicate. Communication tools and platforms: – smartphones – IoT devices – brand websites – social media – email – mobile web – streamed content – online communities – metaverse. Targeted, social, and engaging marketing communication models. 🔹The New Marketing Communications Model Consumers are changing. Marketing strategies are changing. Advances in digital technology Many large advertisers are moving toward a “digital-first” approach to build their brands. Marketing powerhouse Unilever now spends as much as 45 percent of its huge global marketing budget on digital media, making it a leader in the digital advertising revolution. Content marketing: As the lines are rapidly blurring between traditional advertising and new digital content, many marketers now view themselves more broadly as content marketing managers who create, inspire, share, and curate marketing content—both their own and that created by consumers and others. https://t.me/AJE7970 https://x.com/hustlers_12 🔹Integrated marketing communications (IMC) involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling brand and company message. Integrated marketing communications: Land Rover’s “Above & Beyond” marketing campaign integrates the clout and reach of traditional media with the power of digital and social media to create deep and personal customer engagement. 🔺Steps in Developing Effective Marketing Communication 🔹Identify the target audience 🔹Determine the communication objectives 🔹Design the message 🔹Choose the media to send the message 🔹Select message source and collect feedback Moving customers through the customer journey: Financial services firm Greenlight built awareness among potential customers with a creative Super Bowl ad. “Every time a parent hears about Greenlight, they love it.” 🔹Identifying the Target Audience: What will be said How it will be said When it will be said Where it will be said Who will say it Emotional appeals: The ASPCA ’ s ads use emotional appeals to tug at people’s heartstrings while encouraging them to contribute to animal welfare support or to adopt shelter animals. https://t.me/AJE7970 https://x.com/hustlers_12 🔹 Determining the Communication Objectives Five As: Awareness Appeal Ask Act Advocacy 🔹Message Content—“What to Say” Rational appeal relates to the audience’s self-interest. Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase. Moral appeal is directed to an audience’s sense of what is right and proper 🔹Designing a Message Message content is “what to say.” Message structure and format is “how to say it.” Message format: To attract attention, advertisers can use novelty and contrast, eye- catching images and headlines, and distinctive formats, as in this Volkswagen ad. 🔹Choosing Communication Channels and Media -Personal communication involves two or more people communicating directly with each other. Face-to-face Phone Mail or email Texting or internet chat Personal communications channels: Red Bull’s more than 4,000 Student Marketeers globally connect directly with Red Bull fans to generate awareness, excitement, and unforgettable brand experiences. They are “the face of the brand.” -Word-of-mouth influence strongly influences consumer decisions. These channels include: independent experts consumer advocates bloggers neighbors friends family members associates https://t.me/AJE7970 https://x.com/hustlers_12 -Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. -Nonpersonal communication channels are media that carry messages without personal contact or feedback, including major media, atmospheres, and events. 🔹Selecting the Message Source The message’s impact depends on how the target audience views the communicator Celebrities: – Athletes – Entertainers Professionals: – Health-care providers 🔹Collecting feedback involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content. 🔺Setting the Total Promotion Budget and Mix 🔹Setting the Promotional Budget The affordable method sets the promotion budget at the level management thinks the company can afford. The percentage-of-sales method sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price. Setting the promotion budget: Amazon, the world’s largest advertiser, spends $11.5 billion a year building its brand and advertising its full breadth of products and services. But is that too little, just right, or too much? The competitive-parity method sets the promotion budget to match competitors’ outlays. The objective-and-task method develops the promotion budget by specific promotion objectives and the costs of tasks needed to achieve these objectives. https://t.me/AJE7970 https://x.com/hustlers_12 🔺Shaping the Overall Promotional Mix 🔹The concept of integrated marketing communications suggests that the company must blend the promotion tools carefully into a coordinated promotion mix. TV has vast reach: More than 96 million Americans watched the most recent Super Bowl on TV, and 42 percent of football fans watched Super Bowl ads on YouTube before, during, and after the game. 🔹The Nature of Each Promotional Tool -Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. -Personal selling is the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, actions, and developing customer relationships. -Sales promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase. -Public relations is a very believable form of promotion that includes news stories, features, sponsorships, and events. -Direct and digital marketing is an immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telephone marketing, online, mobile, and social media. 🔹Integrating The Promotional Mix The company must take steps to see that each promotion mix element is smoothly integrated. The various promotion elements should work together to carry the firm’s unique brand messages and selling points. https://t.me/AJE7970 https://x.com/hustlers_12 🔺Socially Responsible Marketing Communication 🔹Advertising and Sales Promotion: Communicate openly and honestly with consumers and resellers Avoid deceptive or false advertising Avoid bait-and-switch advertising Conform to all federal, state, and local regulations Dove’s classic Campaign for Real Beauty helped to redefine beauty and make women feel beautiful every day. The brand’s now-15-year-old, well-funded Dove Self-Esteem Project has raised awareness that self-esteem is a real issue for young girls and is educating young people around the word in body confidence and self-esteem. 🔹Personal Selling Follow rules of “fair competition” Do not offer bribes Do not attempt to obtain competitors’ trade secrets Do not disparage competitors or their products https://t.me/AJE7970 https://x.com/hustlers_12  ‫انتهى‬ ‫كل التوفيق للجميع‬ ‫ال تنسونا من خالص دعواتكم‬ ‫وأود التذكير مجددًا هذا الملف خاص فقط‬ ‫بالمشتركين وال نسمح او نحلل نشره او‬ ‫تدواله او استخدامه في اغراض تجاريه‬ ‫‪https://t.me/AJE7970‬‬ ‫‪https://x.com/hustlers_12‬‬