Introcution to Business 商学导论PPT IB12

Social
Geography
Economic
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Obsolescence
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Improvements Patents
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
New Product Creation
1 2 3 4 5
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Creating and Pricing Products
Fixed and Variable Costs
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Copyright 2007 South-Western. All rights reserved.
Chapter
12
Creating and Pricing Products
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Learning Objectives
Line/Mix Cycle Other Pricing Target Market
Convenience
Shopping
Specialty
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Line & Mix
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Diversifying Product Mix
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Target Markets
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Coffee More Flavors Wireless Web Hear Music
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Life Cycle
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Tires
Consumer
Industrial
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Target Market Factors
Demographics
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Marketing Research Internet
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Research & Development
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Differentiation
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Fashion
Technological
Copyright 2007 Sowenku.baidu.comth-Western. All rights reserved.
Creating and Pricing Products
Successful Products
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Creating and Pricing Products
Product Mix of LG
Mobile Phoones TV/Audio/Video Home Appliances Air Conditioners IT products
Copyright 2007 South-Western. All rights reserved.
Product Lines
Coke, Diet Coke, Sprite
Product Mix
Books, Electronics, Toys
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Design Packaging Branding
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Pricing Strategies
Cost Supply Competition
Defensive Predatory Prestige
Creating and Pricing Products
Diversifying Product Mix
The Coca-Cola Company offers nearly 400 brands in over 200 countries. Diet Coke (introduced in 1982) Diet Coke Caffeine-Free Cherry Coke (1985) Diet Cherry Coke (1986) Coke with Lemon (2001) Diet Coca-Cola Black Cherry Vanilla (2006) Diet Coke Plus (2007) Coca-Cola Orange (2007)
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Types
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Product Line
A line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are.
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Diversifying Product Mix
The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1942 or 1943) and Sprite. During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing Minute Maid and flavored tea Nestea (in a joint venture with Nestle). Aquarius Mineral Water (2004)
Elasticity
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Elastic Inelastic
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Pricing
New Product Differentiate
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
The Key Decisions in Running a Business
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Choice & Competition
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Product Line
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Mix
Copyright 2007 South-Western. All rights reserved.
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Product Line
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products
Line/Mix Cycle Target Market New Product Differentiate Pricing Other Pricing
Copyright 2007 South-Western. All rights reserved.
Creating and Pricing Products