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TakeAway Points
Marketing Strategy:
How to deliver products & services to markets
Price
Level, structure
Distribution systems
Wholesale & retail channels
Communications
Advertising plus
Marketing Mix
Varies
From on product to another Over stages of growth Among competitors
Price Elements
Base level Structure Discounts Terms & conditions Promotions
Marketing Strategy An Overview, Raymond Corey, HBS Note 9-500-005, 1999
Price Factors
Supply & demand
Generally macro, except monopoly conditions
Price Strategies
Penetration- skimming
Penetration higher risk: free of defects, fast adoption, adequate capacity
Distribution
Direct-indirect Owned-franchised-open Selective-intense