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Chapter Thirteen

Chapter Thirteen. Creating and Pricing Products That Satisfy Customers. 13 | 1. Learning Objectives. Explain what a product is and how products are classified Discuss the product life cycle and how it leads to new product development

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Chapter Thirteen

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  1. Chapter Thirteen Creating and Pricing Products That Satisfy Customers 13 | 1

  2. Learning Objectives • Explain what a product is and how products are classified • Discuss the product life cycle and how it leads to new product development • Define product line and product mix and distinguish between the two • Identify the methods available for changing a product mix • Explain the uses and importance of branding, packaging, and labeling 13 | 2

  3. Learning Objectives (cont’d) • Describe the economic basis of pricing and the means by which sellers can control prices and buyers’ perceptions of prices • Identify the major pricing objectives used by businesses • Examine the three major pricing methods that firms employ • Explain the different strategies available to companies for setting prices • Describe three major types of pricing associated with business products 13 | 3

  4. Classification of Products • Define • Product • Know the difference between a Consumer Product and a Business (Industrial) Product • ConvenienceProduct • ShoppingProduct • Specialty Product • RawMaterial 13 | 4

  5. Business Product Classifications (cont’d) • Define • Major Equipment • Accessory Equipment • Component Part • Process Material • Supply • Business Service 13 | 5

  6. The Product Life Cycle • Be able to explain the Product Life Cycle • Know the stages • Introduction • Growth • Maturity • Decline • Be able to explain what happens to sales and profits at each stage • Why is it important that marketers understand the product life cycle? 13 | 6

  7. Product Line and Product Mix • Define • Product Line • Product Mix • Be able to explain the width and depth of the mix 13 | 7

  8. Managing the Product Mix • Be able to discuss how firms manage existing products • Product Modification • Line Extensions • Deleting Products • Be familiar with the seven phases of New Product Development • Idea development • Screening • Concept testing • Business analysis • Product development • Test marketing • Commercialization 13 | 8

  9. Why Do Products Fail? • Be prepared to discuss the reasons why products fail • Improperly/Incompletely planned and tested • Commercialization launched too quickly • Pushing ahead even when flaws are known • Inadequate financing • Be able to think of some prominent product failures 13 | 9

  10. Branding • Define • Brand • Brand Name • Brand Mark • Trademark • Trade Name • Know the different Types of Brands • Manufacturer (Producer) Brand • Store (Private) Brand • Generic 13 | 10

  11. Benefits of Branding • Be able to discuss the various Benefits of Branding • Define • Brand Loyalty • Brand Equity • What criteria should a firm consider when Choosing a Brand? • What steps must a firm take to Protect a Brand? 13 | 11

  12. Branding Strategies • Know the different Branding Strategies • Individual Branding • Family Branding • Brand Extensions • What are the advantages and drawbacks of each of these strategies? 13 | 12

  13. Packaging • Define Packaging • Know the Functions of Packaging • What are the principle Design Considerations? 13 | 13

  14. Labeling • Define Labeling • What information mustbe included on a product’s label? • What elements might be included on a label? • What is an Express Warranty? 13 | 14

  15. Pricing Products • What is the meaning and use of price? • Define • Supply • Demand • Equilibrium Price • How does Supply and Demand affect prices? • Be familiar with Supply and Demand Curves and how to determine the Equilibrium Price 13 | 15

  16. Pricing Objectives and Methods • Define • Price Competition • Non-Price Competition • Be prepared to discuss Buyers’ Perceptions of Price • Be able to define the following terms related to Pricing Objectives • Survival • Profit Maximization • Target Return on Investment (ROI) • Market-Share Goals • Status Quo Pricing 13 | 16

  17. Breakeven Analysis • Understand Breakeven Analysis and the variables used to calculate it • Breakeven Quantity • Total Revenue • Fixed Cost • Variable Cost • Total Cost • Be able to read a table displaying the breakeven point 13 | 17

  18. Pricing Methods • Define • Cost-Based Pricing • Demand-Based Pricing • Price Differentiation • Competition-Based Pricing • When are each of these pricing methods used? • What are the benefits and drawbacks of each of these pricing methods? 13 | 18

  19. Pricing Strategies • Be familiar with the different types of Pricing Strategies • New-Product Strategies • Price Skimming • Penetration Pricing • Differential Pricing • Negotiated Pricing • Secondary-Market Pricing • Periodic Discounting • Random Discounting 13 | 19

  20. Pricing Strategies (cont’d) • Psychological Pricing • Odd-Number Pricing • Multiple-Unit Pricing • Reference Pricing • Bundle Pricing • Everyday Low Prices (EDLPs) • Customary Pricing • Product-Line Pricing • Captive Pricing • Premium Pricing • Price Lining 13 | 20

  21. Pricing Strategies (cont’d) • Promotional Pricing • Price Leaders • Special-Event Pricing • Comparison Discounting • Geographic Pricing • Deals with Delivery Costs • FOB (Free-on-Board) Origin Pricing • FOB Destination Pricing • Transfer Pricing • Discounting 13 | 21

  22. Discounts Used for Business Markets • Be able to list and describe discounts used exclusively for business markets • Trade (Functional) • Quantity • Seasonal • Allowance 13 | 22

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