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Complete and perfect notes for "Pricing and Distribution" that will help you score good marks in Marketing Management.
Typology: Lecture notes
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MODULE: |V
"Bicng St otogies
Undeustanding. Vasious aoYe?ng Stootgioa and-th eb opptoafion,
Notuse of (^) Masketing (^) Channels Channel functton (^) md ftoUsg
Channel (^) Desgn (^) md (^) Monagement (^) Dele?one
Pice :^ Biice e (^) Feug -tothe-monerosy value assig (^) ned (^) to a (^) oroduet osservice in
ousnechip oT^ uuage, Hyepsiesete the^ amouñt (^) tha (^) usto ole mes uty (^) îng (^) to (^) payto ervce acquno^ the^ ooduy
Psicing_: (^) Pafeing (^) Pthe (^) procese
the ofdeermining
cerviee. " (^) Bfcing (^) îovolveg (^) consld esng (^) van (^) oug (^) Fatoae Such ae (^) ao (^) sts, compeftfon, (^) citomerde (^) nmand, md thedeired foro^ +^ maiging is qcsuo olement oF^ the mix (^) becauge i (^) die moitetog cty (^) fompate the stof (^) HobilHgr and tevenue maset ofa (^) pOduet o (^) sevice pasitiong
6Steps în Soting 1fee the pufcing (^) obyective (^) (olbyetse ) . Deheymine the^ dernong
r (^) Analyzing oompetYtoyg cost S (^) Selecting a pnfcing (^) method
Seletng the^ hal^ pafce
(lost)
priee offrs, Conpch4fso) myhods )
dea undenstamd Pog^ oF the (^) coste (^) qssocate h (^) oooludng, mantetng, and (^) dahfbefng tha. (^) (oroduate o7 (^) seice, -This (^) fncudee both (^) fied (^) costo
equipmenrt md^ vafable (^) cocts (^) (evq. (^) quw
labor, (^) paoleaging. (^) Accusate coet enare (^) that estmotton^ helpe the (^) foricng gto (^) ategy covers (^) exfensee
Competor RPce, (^) Cote, and (^) offerss; Aayging the^ pofdng (^) shategtes of compeftors psovdee (^) valuable (^) înstghtr Forsetng the^ sightpfce. This în (^) volveg segeas|chtng nd^ amayygng the gorees, Costshu (^) tnses, (^) amd (^) offe ofmpo}frgf0rduF
svieeg. By^ fce (^) ther undesstnding^ hous^ coT+etng offoofngs, bug?n edr (^) es (^) cn OUSn (^) poiodueto pocHfon^ har effevely md^ Yderty asaal (^) of e (^) 5. Selecng a^ Prfeing (^) Metho: oheno vonfoug pafng mehoda (^) awolable, and (^) the choee (^) dapende onfator QUsh (^) as (^) the (^) oreduct, m
md (^) ctormer peepton, (^) Common (^) pong
Costof -pus-(ong (^) Cadding a^ maitu to (^) the
valye-base d^ prieng (sting feeg based (^) on (^) he (^) pere e>ved (^) vayeto Competftve (^) pcing C utomera,^ nd 0ch shg^ foofcee^ Ynle^ ustth method hau (^) ts (^) on (^) odvatages nd emd (^) buin e (^) sel chuA
aigu cougide Usyh the (^) pofefg ayeves and (^) makel md (^) allose (^) fooq reasohate (^) oroft (^) masyio. Compeltve advantage.
psifcng ojetRren derm md coetty Congettto analy cie md rosf&ng method, the frhal &4ef ie to dehesnnue -the (^) epecfc (^) pfce (^) fs (^) dhe orodud (^) oservce.
gthered and^ mating a (^) ofngdeisfon , (^) The Fhal (^) ree (^) cheuld be (^) competRve, aligned ut cutome vaue (^) pesceptoy, and (^) suppoot he buinegs'2 finniol obgeael
10
to qujcly gan majeet shoe amd attae Cuttomevr. this soetegy ajnga]me to ertes tho moket aggseasively and coeafe bavuene for nu Corot ettst
fonovste o ynig ue orodus nd'toadualy louse (^) fnathem (^) oestme (^) "tha (^) shategtargeta ely (^) adopieei md (^) cutto (^) inesg (^) cy (^) îngto py a piemYum FoT new offetrge.
(^3) Compave (^) fifcng : (^) Sethg (^) osfces in (^) lhe (^) utth
sligity (^) beour th (^) orfces (^) ofF (^) compettosE. (^1) shrote ay (^) oim-to (^) ctaa (^) cutomest lay ofteong ttactRe osfce point.
8
diffevent (^) ratueke unhin a^ eoducline, This^ shajeg (^) takes advartage of^ he (^) vorey (^) Tng perceived (^) vaue
an (^) d foatusus of^ (oroduote (^) tottho the (^) Iine (^) to catersto (^) diffeet cutome (^) ceg
lioe
iocoeaes overay sales.
G. (^) fzycho (^) logfeaB Entáng :^ uatog pofing-tacfea dhot leveage (^) psychologfe ay (^) fato (^) Cuch ae (^) cetting
umbers (^) (e"g., (^) 9.gg instead oF^ $10)+o (^) ceate the louser prfe! percepton^ pF4.
(^7) Psemfum fifeing: (^) Psiemium (^) pt?elng
exduwrre.
often (^) ueeo stoegy^ io for (^) luwy Cutomer ohigh-end (^) products (^) sheve
peeved pratge oT (^) enhnced (^) foatuna.
the (^) chofce (^) to (^) select (^) amd hae
option (^) baiod (^) on (^) -the?r preference amd^ needi.
pay Fo (^) the (^) addtiya
'oradd-ons
MaskeFng Channels, also knoush ag Pstfbton channele or (^) -tade (^) channes , (^) e (^) Ferto ve the (^) pothesaya (^) hroough cohich (^) goods (^) amd servces (^) move (^) fom
Mao kehing Chonnels
to (^) end (^) con (^) såmeu. hey (^) encompas (^) the vofous
rrodueeE
frtemeiaes such^08 ushole (^) saless, agerts ,^ and vefoe, logistec (^) provfder, involvedfo the
Deffnton
A
staton
rjemeaianics
Chennay
A (^) Channe! oF dohibuton for^ ooou Ps (^) the (^) out -taken by-thettte (^) tothe (^) goodi from (^) the ae-they^ move
ioduhioy uses consume
Accorling to^ Cunff, SHl (^) and Goyanit
To
diühibtoy
Mokeing (^) channelc ae (^) the
ugh (^) shich pstodu et' (^) psioducht (^) Fosto the
End Consurmey
mosket
hyh Produro
tothe
flount
dâ ibuon (^) psioce (^) ge,
Obectiues of Masi keg Channetg
|. EAfleot Dfsofbutfon
a.Maske Covera-e (Teachng customegs nwaows
B. Relatfonahtp Biyding: ( buitig etajoskàpt blo (^) oso (^) due, iorteom (^) edjahes , (^) and (^) cuttomess," to (^) ensne (^) smoOth diibu o. md eto me sfacffon)
meding.
4- (^) Customes (^) Convenfen ce: ( (^) maksng orodut& (^) meady awedable thene f ishen dhey tthem)
G (^) Managing Iverto md (^) Logttfee
CEnsre (^) funodues ae (^) aniable 9n the (^) gat quanites and (^) locatHons, (^) minmigg. stoueoutf amd (^) ecess învento ).
Mantettng channou Yoyvolve
negodaion b/o rodu cod on.
-to (^) detene (^) tenee amd (^) condtoQ of (^) Rale.
wmoging
ds bibton relatfore
hahdlo the (^) tomefe (^) of (^) oushe'riiy bo
Hoyah dhe (^) osho (^) buon (^) roeegs. Engrre
dueen do^ Sntemediornyto the (^) end ugtomer
Intensive
DRstibutfon
Vg Selectre Dfshibuion
Eeeluee
Dshibutfor
Steps/psoceer ofChanne| Deagn
The fitd stepi to undesstnd the needl roterences of ko tosge outomere,thy invohes elauhne the kyg kehovi oos,
Peed ehopps ng meth od md oggechotsat
amd see
a. (^) Defnng the (^) channe) (^) okyeHvee Once (^) cwto me (^) ne edo (^) anNO (^) Undessood, (^) channel
obresfve ane^ de (^) ffoed. (^) These (^) ogejul ala Uoth (^) the (^) owray (^) macating goalliod may iodde (^) fato (^) such (^) ae monyeet (^) coUerage Custorn er^ reach, (^) semte level,ond oroftabiby.
Vafous (^) Channe (^) alton (^) fue (^) ate fdeuie
deferert (^) optone for tothe tosiat outormexs,dehoBbutfng the^ oroduit fro pale, atenat od (^) Pncundo dRo-olet, (^) seying (^) thaugh
P-tommoro (^) plattor (^) me. (^) tath ehoddbe alleato asietted (^) baged on CO0h, (^) cott, (^) con (^) too1, ffatoos euch ae
enperene,
5,
(he fdensged hanhel Alprhottue ore evaluated
Cegatibhty h tho difned channel okgene.
tatoxs-to (^) CoraTder (^) dung (^) evaluation (^) oo0cee
mantet-Cnvena,g e, Lonool ove he maeebyy Omd the abi bty oto debver the duted
Customer expence,
Cefog wp table Chapne 2huere
Afer evaluatng channel atenatve!, sutatde Chan nel shute &detemned. This ynvowed making deufe Toue regonding tenumber)amdtre offntesedjorñelto be fncuded n the chanhe), Q (^) usel ae (^) the oel (^) atoeiee cnd oles (^) ofeaeh
ohonnel (^) member. he (^) channe (^) ruetre (^) hold Faciitoe the (^) efet end efeetivo (^) ditibuon of he poduet stde swporHn the achteemeut oF (^) the (^) defined (^) ahamne (^) oetvel.
a. Tsuoning : Once^ chamnel^ rnebers^ ane^ selecheo
hext gep tooro Mde them unth he necosry
tcjnig nd Suppot. Thy trrg helpe om
Sales (^) techniqucs, and (^) custome (^) seice shndorsds.
hataml (^) prtnes hawe tho (^) khoatedge
efosegei the
bonues, tommi aei oxa , md tooporolve odven tofo (^) encourage (^) channel (^) members -to (^) cel (^) more
Cormgpornje neod to (^) evalyte (^) ehanne (^) membee (^) eglay (^) tDenere
Ho hy ane^ meetfn^ g^ the^ obotves^ Qe^ ou fn (^) channe (^) atoateg, Ths (^) jnvolng (^) measg
he (^) perfomam co (^) tn (^) derae (^) of (^) 2ates (^) volume,
mareghae, enlto meor safutatom, ond roftoli hy^ ,^ ndan gesretve aon f nece cosy.
oduett o sesvcea
Baced on e (^) valuofon esu;neceACry (^) modaicay amd (^) adtutmet ase made o chonge mamageme t atrorDach.
Invoves (^) revis)ng (^) rang (^) orogoan, (^) reg inconfve srutie, 0o (^) Tedifring-channel theg Dles amdespoibiBHe
helpetoophba e ohannel eotoomamte,
harskot dynamie.
