Product and Pricing Strategies

1. Product and Pricing Strategies Excellence in Business, Revised Edition

2. Product Characteristics • Fundamentals • Decisions • Pricing Excellence in Business, Revised Edition

3. The Product Continuum • Tangible • Goods • Products • Intangible • Services • Ideas Excellence in Business, Revised Edition

4. Characteristics of Service Products • Intangible quality • Perishable nature Excellence in Business, Revised Edition

5. Consumer Products • Convenience products • Shopping products • Specialty products • Unsought goods Excellence in Business, Revised Edition

6. Industrial Products • Expense items • Short term • Pencils • Printer cartridges • Capital items • Long term • Copy machines • Computers Excellence in Business, Revised Edition

7. Products and Their Uses • Raw materials • Components • Supplies • Installations • Services • Business equipment Excellence in Business, Revised Edition

8. The Product Life Cycle • Introduction • Growth • Maturity • Decline Excellence in Business, Revised Edition

9. New Product Development • Idea generation • Idea screening • Business analysis • Prototype development • Test marketing • Commercialization Excellence in Business, Revised Edition

10. Idea Generation • Customers • Competitors • Employees Excellence in Business, Revised Edition

11. Idea Screening • Industrial products • Feasibility study • Consumer products • Concept testing Excellence in Business, Revised Edition

12. Business Analysis • Forecast sales • Estimate costs • Project profits Excellence in Business, Revised Edition

13. Prototype Development • Packaging • Marketing mix • Production • Resources Excellence in Business, Revised Edition

14. Test Marketing • Introduce the product • Monitor customer reactions Excellence in Business, Revised Edition

15. Commercialization • Production • Distribution Excellence in Business, Revised Edition

16. Product Identities • Branding • Packaging • Labeling Excellence in Business, Revised Edition

17. Branding Products • Brand names • Brand marks • Trade marks • National brands • Private brands • Co-branding • Generic products Excellence in Business, Revised Edition

18. Product Line Selection Product Expansion Product Mix • Line filling • Line extension • Brand extension • Line stretching • Width • Length • Depth • Risks and rewards Excellence in Business, Revised Edition

19. Product Positioning • Features • Services • Image • Price • Category Excellence in Business, Revised Edition

20. Product Positioning Errors • Under positioning • Over positioning • Confused positioning Excellence in Business, Revised Edition

21. International Strategies • Standardization • Customization Excellence in Business, Revised Edition

22. Developing Pricing Strategies • Marketing objectives • Government regulations • Consumer perceptions • Consumer demand Excellence in Business, Revised Edition

23. Fixed costs Selling price per unit-Variable costs per unit Cost-Based Pricing Break-Even Point = Excellence in Business, Revised Edition

24. Other Pricing Strategies • Price-based • Optimization • Skimming • Penetration Excellence in Business, Revised Edition

25. Price Adjustment Strategies • Discount pricing • Bundling • Dynamic pricing Excellence in Business, Revised Edition