MindMap Gallery Marketing 4P strategy (product, price, channel, promotion strategy)
Detailed summary of marketing 4P strategy: channel management decisions: selecting channel members, motivating channel members, evaluating and adjusting channel members; product strategy; brand and packaging strategy; pricing strategy.
Edited at 2022-07-04 22:28:04El cáncer de pulmón es un tumor maligno que se origina en la mucosa bronquial o las glándulas de los pulmones. Es uno de los tumores malignos con mayor morbilidad y mortalidad y mayor amenaza para la salud y la vida humana.
La diabetes es una enfermedad crónica con hiperglucemia como signo principal. Es causada principalmente por una disminución en la secreción de insulina causada por una disfunción de las células de los islotes pancreáticos, o porque el cuerpo es insensible a la acción de la insulina (es decir, resistencia a la insulina), o ambas cosas. la glucosa en la sangre es ineficaz para ser utilizada y almacenada.
El sistema digestivo es uno de los nueve sistemas principales del cuerpo humano y es el principal responsable de la ingesta, digestión, absorción y excreción de los alimentos. Consta de dos partes principales: el tracto digestivo y las glándulas digestivas.
El cáncer de pulmón es un tumor maligno que se origina en la mucosa bronquial o las glándulas de los pulmones. Es uno de los tumores malignos con mayor morbilidad y mortalidad y mayor amenaza para la salud y la vida humana.
La diabetes es una enfermedad crónica con hiperglucemia como signo principal. Es causada principalmente por una disminución en la secreción de insulina causada por una disfunción de las células de los islotes pancreáticos, o porque el cuerpo es insensible a la acción de la insulina (es decir, resistencia a la insulina), o ambas cosas. la glucosa en la sangre es ineficaz para ser utilizada y almacenada.
El sistema digestivo es uno de los nueve sistemas principales del cuerpo humano y es el principal responsable de la ingesta, digestión, absorción y excreción de los alimentos. Consta de dos partes principales: el tracto digestivo y las glándulas digestivas.
4P strategy
Product Strategy
concept
core interests
basic product
Desired product
Additional products
potential products
Product Categories
Intangible
commodity
Serve
use
consumer goods
Daily necessities
Optional items
Special product
non-desired goods
Industrial products
Materials and components
capital projects
Supplies and Services
product decisions
product mix decisions
width
length
depth
Correlation
product line
expand
Expand downward
Expand upward
Two-way expansion
fill
reduce
product items
Product attributes, brands, labels, packaging, product support services
New products development
meaning
New, replacement, improved, serialized, cost-reduced, repositioned
development process
idea formation
creative screening
Concept development and testing
marketing strategy
Target market size, structure and behavior, market share, profit targets, sales channels, marketing budget, long-term sales volume
business analysis
Estimated sales volume, cost profit
product development
market test
Officially listed
Product Lifecycle
Introduction period
quick skimming strategy
High price and high promotion
slow skimming strategy
High price, low promotion
slow penetration strategy
low price low promotion
Rapid Penetration Strategy
low price high promotion
growth period
Improve quality, style, seek new market segments, new distribution channels
mature stage
offensive strategy
Product improvements
market improvement
defensive strategy
retreat strategy
Recession
continue to operate
concentration strategy
abandon strategy
Brand and packaging strategy
brand content
Attributes
Benefit
value
culture
personality
user
brand strategy
branding strategy
brand ownership
Producer brand, intermediary brand, franchised brand, cooperative brand
Brand unified distribution
Unified brand, classified brand, individual brand and multiple brands, company name plus individual brand
Brand development
Brand update
brand protection
Register a trademark, apply for recognition of a well-known trademark, register an Internet domain name, and fight against counterfeiting
Package
constitute
Trademarks, shapes, colors, patterns, materials, labels
type
Transport packaging and sales packaging
Primary, secondary, shipping packaging
Material
paper packaging
technology
Fresh and sterile
Strategy
Similar packaging, unified packaging
grade packaging
Classified packaging
Matching packaging
reuse packaging
Bonus packaging
change packaging
Pricing Strategy
Influencing factors
marketing objectives
Survive
profit maximization
Maximize market share
Product quality optimization
Product Cost
fixed costs
Variable costs
Market demand
price elasticity of demand
customer perception
competitive situation
Pricing method
cost oriented approach
cost plus pricing
target profit pricing
demand-based pricing
cognitive value pricing
reverse pricing
demand differential pricing
Competition Oriented Pricing
Market-following pricing
sealed tender pricing method
basic strategy
New product pricing
discount pricing
Cash, quantity, features, seasonal discounts, price discounts
Regional pricing
FOB origin pricing
Uniform delivery pricing
Zoning pricing
basis point pricing
Free Shipping Pricing
psychological pricing
prestige pricing
Solicitation pricing
mantissa pricing
Product portfolio pricing
Other pricing
Product portfolio pricing strategy
Optional product pricing
Ancillary product pricing
By-product pricing
Bundled products
Price change response and price adjustment
enterprise
raise price
Inflation - Guaranteed Profits
Supply exceeds demand - limiting demand
price reduction
Overcapacity - expand sales
Competitive pressure – maintain share
Cost Advantage-Control the Market
In the eyes of customers
raise price
The quantity is limited, valuable, and will increase in price
price reduction
Old style, defective, financial difficulties, quality issues, and will continue to decline
Competitors' reaction to corporate price changes
marketing channel strategy
Distribution channel
direct channel
direct marketing
Direct personal selling
single level direct selling
multi-level direct selling
indirect channel
Trust organizations, agency organizations, brokerage organizations, dealers
channel behavior
traditional marketing channels
vertical marketing channels
Distribution system innovation
horizontal marketing system
hybrid marketing system
conflict
horizontal conflict
vertical conflict
channel design process
Analyze consumer demand for services
Where, how, preferences, and time of purchase
Determine constraints on channel goals
Target customers, products, intermediaries, competition, enterprises, environmental characteristics
middleman
type
Trust organizations, agency organizations, brokerage organizations, dealers (retailers, wholesalers)
number
intensive distribution
selective distribution
exclusive distribution
Channel Member Responsibilities
Pricing policies, conditions of sale, regional rights, specific services to be performed by each party
Evaluate channel options
Economic criteria, degree of control, adaptation criteria
Channel management decisions
Select channel members
Years in business, track record of growth and profitability, collaboration, reputation
Motivate channel members
High profits, special consideration deals and incentives, cooperative advertising, merchandise display allowances, sales force training
Evaluate and adjust channel members
Regularly evaluate their work performance and pay attention to middlemen
Cross-selling phenomenon
cause
Saturated market supply, different channel preferential policies, transportation costs
rectify
Signing an agreement not to diversify goods at random prices, differentiate the outer packaging area, unified registration of delivery vehicles, and business management system
Logistics management
Provide consumers with a specific level of service at the lowest cost
marketing channel strategy
Distribution channel
direct channel
direct marketing
Direct personal selling
single level direct selling
multi-level direct selling
indirect channel
Trust organizations, agency organizations, brokerage organizations, dealers
channel behavior
traditional marketing channels
vertical marketing channels
Distribution system innovation
horizontal marketing system
hybrid marketing system
conflict
horizontal conflict
vertical conflict
channel design process
Analyze consumer demand for services
Where, how, preferences, and time of purchase
Determine constraints on channel goals
Target customers, products, intermediaries, competition, enterprises, environmental characteristics
middleman
type
Trust organizations, agency organizations, brokerage organizations, dealers (retailers, wholesalers)
number
intensive distribution
selective distribution
exclusive distribution
Channel Member Responsibilities
Pricing policies, conditions of sale, regional rights, specific services to be performed by each party
Evaluate channel options
Economic criteria, degree of control, adaptation criteria
Channel management decisions
Select channel members
Years in business, track record of growth and profitability, collaboration, reputation
Motivate channel members
High profits, special consideration deals and incentives, cooperative advertising, merchandise display allowances, sales force training
Evaluate and adjust channel members
Regularly evaluate their work performance and pay attention to middlemen
Cross-selling phenomenon
cause
Saturated market supply, different channel preferential policies, transportation costs
rectify
Signing an agreement not to diversify goods at random prices, differentiate the outer packaging area, unified registration of delivery vehicles, and business management system
Logistics management
Provide consumers with a specific level of service at the lowest cost