pricing decisions and distribution decisions Flashcards
what are internal factors
firm-level and product factors
what are the characteristics of a firm-level factor
corporate and marketing objectives, firm positioning, product development, production location, market entry modes, country of orgin
what are the characteristics of product factors
stage in PLC, place in product line, most important product features, product positioning, product cost structure
what are the stages in PLC
introduction, growth, maturity, decline
what are analysed in the PLC
sales and profit
what is first mover
company that gains a competitive advantage by being the first to bring a new product or service market
what is first mover related to
firm positioning in firm-level factors
what are external factors
environmental and market factors
what are characteristics of environmental factors
government influence and constraints, inflation, currency fluctuation, business cycle stage
what are characteristics of market factors
customer perception, customer ability to pay, competition, competitor’s objectives; strategies and strength/weaknesses, grey market
what is the grey market
products that are sold legally but outside brand permission
what are the pricing strategies from high to low
skimming, market pricing, penetration pricing
what are other pricing strategies
change over PLC, across products, across countries (standardization cs differentiation)
what includes external distribution decisions
market factors, producer factors, competition factors, legal regulations/local business practices
external determinants of channel decisions
customer characteristics, nature of product, nature of demand (location), competition, legal regulations/local business practices
what are the major decisions of internal distribution decisions
structure of the channel
choosing a mix of distribution channels
managing and controlling distribution channels
what is the sub-decisions of structure of the channel
types of intermediate, coverage, length, control of resources, degree of integration
what is the sub-decision of choosing a mix of distribution channels
coordination of prices of across distribution channels/ product offers to the different channel member
what are the sub-decisions of managing and controlling distribution channels
screening/selecting intermediates, contracting, motivating, controlling, termination
