《IntrocutiontoBusiness商学导论PPTIB12》由会员分享，可在线阅读，更多相关《IntrocutiontoBusiness商学导论PPTIB12（28页珍藏版）》请在金锄头文库上搜索。
1、Introcution-to-Introcution-to-Business-Business-商学导论商学导论PPT-PPT-IB12IB12Creating andPricing ProductsLearning ObjectivesCreating and Pricing ProductsOther PricingTarget MarketPricingNew ProductDifferentiateLine/Mix CycleCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsT
2、he Key Decisions in Running a BusinessCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct TypesLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingSpecialtyConvenienceShoppingCopyright 2007 South-Western. All rights reserved. *Creating andPric
3、ing Products Product Line & MixLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingProduct Mix Books, Electronics, ToysProduct Lines Coke, Diet Coke, SpriteCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct LineA line can comprise related pro
4、ducts 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 reserved. *Creating andPricing ProductsProduct L
5、ineCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct LineCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct MixCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct Mix of LGMobile PhoonesTV/
6、Audio/VideoHome AppliancesAir ConditionersIT productsCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsDiversifying Product MixThe Coca-Cola Company offers nearly 400 brands in over 200 countries.Diet Coke (introduced in 1982)Diet Coke Caffeine-Free Cherry Coke (1985) D
7、iet Cherry Coke (1986) Coke with Lemon (2001)Diet Coca-Cola Black Cherry Vanilla (2006) Diet Coke Plus (2007) Coca-Cola Orange (2007) Copyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsDiversifying Product MixThe Coca-Cola Company also produces a number of other soft dri
8、nks including Fanta (introduced circa 1942 or 1943) and Sprite.During the 1990s, the company responded to the growing 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.
9、All rights reserved. *Creating andPricing ProductsProduct Choice & CompetitionLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsDiversifying Product MixLine/Mix CycleTarget MarketNew ProductDiffere
10、ntiate Pricing Other PricingCoffeeMore FlavorsWireless WebHear MusicCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct Life CycleLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCopyright 2007 South-Western. All rights reserved. *Creating
11、andPricing ProductsTarget MarketsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingConsumerIndustrialTiresCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsTarget Market FactorsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other Pric
12、ingDemographicsGeographyEconomicSocialCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsObsolescenceLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingFashionTechnologicalCopyright 2007 South-Western. All rights reserved. *Creating andPricing Produ
13、ctsSuccessful ProductsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingMarketing ResearchInternetCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsResearch & DevelopmentLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingImpr
14、ovementsPatentsCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsNew Product CreationLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other Pricing12345Copyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsProduct DifferentiationLine
15、/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingDesignPackagingBrandingCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsPricing StrategiesLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCompetition Defensive Predatory Prest
16、igeSupplyCostCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsElasticityLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingElasticInelasticCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsFixed and Variable CostsLine
17、/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsBreak Even PointLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCopyright 2007 South-Western. All rights reserved. *Creating andPricing ProductsOther Pricing MethodsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingDiscountingSalesCredit TermsSenior Discount20% off2/10, Net 30Copyright 2007 South-Western. All rights reserved. *结束结束
