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1、Chapter 12,Creating and Pricing Products,Copyright 2007 South-Western. All rights reserved.,Learning Objectives,Creating and Pricing Products,Other Pricing,Target Market,Pricing,New Product,Differentiate,Line/Mix Cycle,Copyright 2007 South-Western. All rights reserved.,The Key Decisions in Running a
2、 Business,Copyright 2007 South-Western. All rights reserved.,Product Types,Specialty,Convenience,Shopping,Copyright 2007 South-Western. All rights reserved.,Product Line & Mix,Product Mix Books, Electronics, Toys,Product Lines Coke, Diet Coke, Sprite,Copyright 2007 South-Western. All rights reserved
3、.,Product Line,A line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are.,Copyright 2007 South-Western. All rights re
4、served.,Product Line,Copyright 2007 South-Western. All rights reserved.,Product Line,Copyright 2007 South-Western. All rights reserved.,Product Mix,Copyright 2007 South-Western. All rights reserved.,Product Mix of LG,Mobile Phoones TV/Audio/Video Home Appliances Air Conditioners IT products,Copyrigh
5、t 2007 South-Western. All rights reserved.,Diversifying Product Mix,The Coca-Cola Company offers nearly 400 brands in over 200 countries. Diet Coke (introduced in 1982) Diet Coke Caffeine-Free Cherry Coke (1985) Diet Cherry Coke (1986) Coke with Lemon (2001) Diet Coca-Cola Black Cherry Vanilla (2006
6、) Diet Coke Plus (2007) Coca-Cola Orange (2007),Copyright 2007 South-Western. All rights reserved.,Diversifying Product Mix,The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1942 or 1943) and Sprite. During the 1990s, the company responded to the gro
7、wing consumer interest in healthy beverages by introducing Minute Maid and flavored tea Nestea (in a joint venture with Nestle). Aquarius Mineral Water (2004),Copyright 2007 South-Western. All rights reserved.,Product Choice & Competition,Copyright 2007 South-Western. All rights reserved.,Diversifyi
8、ng Product Mix,Coffee,More Flavors,Wireless Web,Hear Music,Copyright 2007 South-Western. All rights reserved.,Product Life Cycle,Copyright 2007 South-Western. All rights reserved.,Target Markets,Copyright 2007 South-Western. All rights reserved.,Target Market Factors,Copyright 2007 South-Western. Al
9、l rights reserved.,Obsolescence,Fashion,Technological,Copyright 2007 South-Western. All rights reserved.,Successful Products,Marketing Research,Internet,Copyright 2007 South-Western. All rights reserved.,Research & Development,Improvements,Patents,Copyright 2007 South-Western. All rights reserved.,N
10、ew Product Creation,Copyright 2007 South-Western. All rights reserved.,Product Differentiation,Design,Packaging,Branding,Copyright 2007 South-Western. All rights reserved.,Pricing Strategies,Copyright 2007 South-Western. All rights reserved.,Elasticity,Elastic,Inelastic,Copyright 2007 South-Western. All rights reserved.,Fixed and Variable Costs,Copyright 2007 South-Western. All rights reserved.,Break Even Point,Copyright 2007 South-Western. All rights reserved.,Other Pricing Methods,Discounting,Sales,Credit Terms,Senior Discount 20% off,2/10, Net 30,
