MA8kL1lnC ML1PCuS

1 lnLrospecLlve markeLer Lhlnks from cusLomer's polnL of you and lnLrospecLs as Lo whaL Lhe
cusLomer needs
2 8eLrospecLlve markeLers ask people who've purchased a producL Lhe reason behlnd Lhem
buylng lL Ask for facLors affecLlng Lhelr cholce
3 rospecLlve MarkeLers lnLeracL wlLh people who lnLend buylng a producL and ask Lhem
whaL are Lhe feaLures and assoclaLed Lhlngs LhaL Lhey wanL Lo see ln Lhe producL
4 rescrlpLlve MarkeLers ask people whaL addlLlons Lhey'd llke Lo make ln Lhe manufacLured
producL
MeLamedlarlcs ??
SomeLhlng ka Lypes playlng wlLh cusLomer's head
1 8eal 8eposlng SLraLegles deslgned Lo sLlmulaLe Lhe urge/need Lo make a purchase of Lhe
parLlcular producL
2 sycho 8eposlng alLerlng Lhe bellefs of people ln order Lo draw Lhem Lo your producL
3 sycho ueposlng AlLer bellefs of cusLomers and make Lhem averse Lo your compeLlLlve
brand and hence draw Lhem Lowards yourself
Whlle maklng a purchase declslon Su8 uLClSlCnS
1 8rand
2 vendor
3 1lmlng
4 Mode of paymenL
3 CuanLlLy
vl8AL MA8kL1lnC markeLlng Lhrough word of mouLh lmporLanL Lo use producL afLer purchase
MAkkL1ING CnANNLLS
Marketing channels are sets oI interdependent organizations involved in the process oI making a
product or service available Ior use or consumption.
All channel Iunctions have three things in common:
W%hey use up scarce resources;
W%hey can oIten be perIormed better through specialization;
W%hey can be shiIted among channel members.
Why was the concept introduced?
Caused deviations Irom core competencies
Advantages:
1. lncreases efflclency
. lncrease conLrol
. lncrease adapLablllLy wrL dlfferenL LargeL markeLs

vALuL nL1WC8k
CollecLlon of parLnershlps
CrganlsaLlons looklng aL sourclng and augmenLlng producLs and maklng Lhem avallable Lo
cusLomers
Pybrld Channels ulfferenL ways employed by markeLers Lo make producLs avallable Lo
cusLomers AdopLed due Lo change ln Lechnologylor ex Charles Schwab enables lLs cusLomers
Lo make LransacLlons over Lhe phones or Lhrough lnLerneL
Channel lnLegraLlon CharacLerlsLlcs
1 AblllLy Lo order producL onllne or make lL avallable aL a reLall locaLlon
2 AblllLy Lo reLurn an onllne ordered producL Lo a nearby sLore
3 8lghL Lo recelve dlscounLs based on number of onllne and offllne purchases
WC8k uCnL 8? MA8kL1lnC CPAnLLS
1 CaLher lnfo abouL curreL and poLenLlal cusLomers and compeLlLors
2 uevelop and dlssemlnaLe persuaslve communlcaLlon Lo sLlmulaLe purchaslng
3 8each agreemenLs on prlces and oLher Lerms so LhaL Lransfer of ownershlp can Lake place
4 lace order wlLh manufacLurers
lLCWS
1 lorward company Lo cusL physlcalLlLle eLc
2 8ackward cusL Lo comp LCpaymenL
3 Some boLh lnformaLlon flnance eLc
CPAnnLL LLvLLS
1 0 level (dlrecL markeLlng)manufac sells dlrecLly Lo cusL exlnLerneL selllng
2 1 level manufacreLallercusL
3 2 level manufacwholesalerreLallercusL
4 3 level ln meaLpacklng lndusLry manufacwholesaler[obberreLallercusL
3 8everse flow prod reLurned Lo manuf cos
1 8euse
2 8efurblsh for resale
3 8ecycle
4 ulspose
MarkeLlng SLraLegles
1 ull draw cusLomers by Laklng lnfo from Lhem as Lo whaL Lhey wanL
2 ush promoLe Lo varlous cusL
ueslgnlng a Channel SysLem
1 Analyslng cusLomer needs
2 LsLabllshlng channel ob[ecLlves
3 ldenLlfylng ma[or channel alLernaLlves
4 LvaluaLlng ma[or channel alLernaLlves

AnAL?SlnC CuS1CML8'S uLSl8Lu Cu1u1 LLvLLS
1 LoL slze how many unlLs a cusL ls allowed Lo purchase aL a Llme
2 WalLlng Llme
3 SpaLlal convenlence how easy MC makes lL for cusL Lo purchase MaruLlcos lL has more
dealers
4 roducL varleLy
3 Servlce break up add on servlces llke repalr malnLalnance

1?LS Cl ln1L8MLulA8lLS
Pow many phases Lhe prod goes Lhru b4 reachlng Lhe cusL

nC Cl ln1L8MLulA8lLS depends on followlng sLraLs
1 Lxcluslve llmlLed no More conLrol lor excluslve deallng CreaLer parLnershlp bw
seller reseller Lx ulsney gave wal marL a 6 monLhs excluslve for selllng Loys
2 SelecLlve used by esLabllshed comp or new comp looklng for dlsL lnvolves more
Lhan few buL less no of lnLermed Lhan are ready Lo carry Lhe producL Cood conLrol
and markeL coverage ulsney sells vldeos Lhru 6 ouLleLs
3 lnLenslve ln as many ouLleLs as posslble Lg snacks
1L8MS Anu 8LSCnSl8lLl1lLS Cl CPAnnLL MLM8L8S
1 rlce pollcy calls for producer Lo make a llsL of prlces and dlscounLs and allowances keeplnd
Lhe lnLermedlarles ln mlnd
2 CondlLlons of sale paymenL Lerms (egdlscounL on advance/early paymenL) and producer
guaranLee for broken or faulLy merchandlse
3 ulsLrlbuLor's LerrlLorlal rlghLs glves dlsL Lhe rlghL Lo have more franchlses worklng under
Lhem buL Lhey geL full credlL Lhemselves for Lhe LoLal sales
MA8kL1lnC LAn
1 CuLllne or Lable of conLenLs enables reader Lo know Lhe Loplcs belng cover MenLlon
headllnes and page numbers 8ecomes easy for reader Lo go Lo Lhe deslred page
2 LxecuLlve Summary summary of maln goals recommendaLlons Makes plan easy Lo grasp
3 SlLuaLlon Analysls background daLa on sales cosLs macroenvlronmenL facLors 1hls lnfo ls
puL forward Lhru SWC1
4 Cb[ecLlves ldenLlfles where u wanL Lo be and how Lo geL Lhere
3 SLraLegles deflnes mlsslon markeLlng flnanclal ob[ecLlves ldenLlfles need and LargeL grp
S1 lncludes brandlng and cusLomer sLraLegy
6 1acLlcs lncludes operaLlonal plan and speclflc acLlons Pow Lo deal lnLelllgenLly
7 8udgeL as per each LacLlc lor each monLh/quarLer
8lClnC CLlClLS
1 Company based prlce based on company's pollcy of prlclng lor exalrllne companles charge
a parLlcular amL for cancellaLlon change of daLe eLc
2 CosL plus prlclng cosLflxed+varlable CosL+proflLselllng prlce MarkeL may flucLuaLe buL
Lhe flucLuaLulons are noL accounLed for Pence company may suffer losses or noL be able Lo
Lake advanLage of a favourable markeL condlLlon
3 Creamlng or Sklmmlng offerlng producLs aL very hlgh prlces durlng Lhe lnLroducLory sLage
1hls ls Lo geL back Lhe money lnvesLed ln 8u LxgadgeLs very expenslve buL prlce goes
down afLer a few monLhs
4 eneLarLlon rlclng done by new enLrees ln markeL Cffer prod aL prlces daL Lhe cusL r
wllllng Lo pay Pave nomlnal/no proflL no cusL base and no bulldlng concepL
3 rlce ulscrlmlnaLlon same prod aL dlff prlces dependlng on cerLaln facLors such as
geographlc locaLlons age LxLransporLaLlonhalf LlckeL for chlldren
6 remlum prlclng wen comp ls esLabllshed ln markeL Wen u have a hardcore and loyal
nlche !ohnson !ohnson Makes u feel daL lf cosL ls hlgh prod musL be beLLer
7 redaLory lllegal Alm Lo drlve ouL compeLlLlors even lf LheL Lhemselves have Lo undergo
losses 3070 slash/off WlLhouL compromlse on quallLy avallablllLy
8 sychologlcal 9999 39999 8aLa Makes u feel daL u r paylng less
9 uynamlc flnd ouL waL cusL needs AlLer prlces afLer markeL surveys Lx alrllne LlckeL cheap
wen booked ln advance LaLeexpenslve
rlce elasLlclLy bcos of Lhls no company prlclng posslble
CosL elasLlclLy supplemenLary prod prlce lncreases Lhen maln prod prlce also lncreases 8read prlces
lncrease amul can lncrease buLLer prlce
Supply lnversely proporLlonal Lo prlce
uemand dlrecLly prop Lo prlce