VlauechainandfiveForcesModel.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Advertising Sales Promotion Publicity Sales force management Customer relations Dealer relations Marketing (cont’d) 2. Selling Products/Services Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Test marketing Brand positioning Devising warrantees Packaging Product features/options Product style Quality Marketing (cont’d) 3. Planning Product/Service Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Forward integration Discounts Credit terms Condition of sale Markups Costs Unit pricing Marketing (cont’d) 4. Pricing Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Warehousing Channels Coverage Retail site locations Sales territories Inventory levels Transportation Marketing (cont’d) 5. Distribution Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Data collection Data input Data analysis Support business functions Marketing (cont’d) 6. Marketing Research Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Assessing costs Assessing benefits Assessing risks Marketing (cont’d) 7. Opportunity Analysis Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Compute the total costs 2. Estimate the total benefits 3. Compare the total costs with the total benefits ? When expected benefits exceed total costs, an opportunity becomes more attractive Marketing (cont’d) How to perform a “Cost/benefit analysis”? Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall (3) Finance/Accounting Determining financial strengths weaknesses key to strategy formation Ch 4-* Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall Firm’s ability to meet its short-term obligations Ratios Curren