TAILIEUCHUNG - Lecture Business: A changing world - Chapter 13: Dimensions of marketing strategy

After reading this chapter, you will be able to: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage;. | Chapter Thirteen Dimensions of Marketing Strategy ©The McGraw-Hill Companies, 2000 The Steps in Research and Development 13-1 ©The McGraw-Hill Companies, 2000 Idea Develop- ment Screening New Ideas Business Analysis Product Develop- ment Test Marketing Commercial- ization Product Innovation at 3M 13-2 ©The McGraw-Hill Companies, 2000 Classifications of Consumer Products Convenience Products bought frequently without a products lengthy search and bought for immediate consumption. Shopping Products purchased after buyer has products compared competitive products. Specialty Products that the buyer searches for products and makes a special effort to obtain. 13-3 ©The McGraw-Hill Companies, 2000 PepsiCo Product Mix Pepsi-Cola Diet Pepsi Mountain Dew Slice Mug Root Beer Mug Crème All Sport Lipton (Partnership) Aquafina Josta Frappuccino 13-4a ©The McGraw-Hill Companies, 2000 Pepsi-Cola Brands PepsiCo Product Mix Tropicana Pure Premium Juices Tropicana Season’s Best Juices Tropicana Pure .

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