Marketing Strategies: Distribution, Pricing, and Advertising

Economy25 Apr 20263.25 KB

Distribution Strategies

Exclusive Distribution: The producer sells its product through a single intermediary.
Selective Distribution: The producer chooses a limited number of distributors.
Intensive Distribution: The producer aims to reach as many points of sale as possible.

Price is the monetary value determined for a product that both the buyer and seller agree upon.

Promotional Pricing: Lowering prices temporarily to attract new consumers.
Penetration Pricing: Setting low prices to facilitate the introduction of a new product into the market.
Price Skimming: Setting high initial prices to capture quick profits before lowering them.
Psychological Pricing: Using specific price figures (e.g., ending in .99) to influence consumer perception.
Discounts: Temporary price reductions offered to customers.
Price Discrimination: Setting different prices based on the specific buyer.
Prestige Pricing: Setting a high price to signal quality, as consumers often associate higher prices with greater value.

Profit Margin Pricing: Calculating the price based on a desired percentage of profit. Formula: PV = (1 + b/100) · CT.
Target Return Pricing: Setting the price based on the company's desired profit volume. Formula: PV = (Profit / Q) + CTM.

This is the process by which a seller provides information to a buyer about a product or company to influence their purchasing decision.

The use of paid mass media to transmit messages from a company to influence consumer behavior.

Message: Communicating accurately using appropriate vocabulary and imagery.
Form: Capturing consumer attention and creating desire through emotional or technical appeals.
Budget: The investment allocated by the company for advertising efforts.
Support: Selecting media channels based on the target audience and reach.

Misleading Advertising: Content that generates false ideas not grounded in reality.
Unfair Advertising: Content that discredits a person or company.
Comparative Advertising: Explicitly or implicitly referencing a competitor's goods or services.
Subliminal Advertising: Messages that act on the public without conscious perception.
Prohibited Advertising: Restrictions on products like tobacco or high-alcohol beverages.
Covert Advertising: Deceptive practices where the recipient is unaware they are viewing promotional content.

A set of techniques used at the point of sale to highlight products, differentiate them from the competition, and encourage consumer purchases.