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1、Creating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Learning ObjectivesCreating and Pricing ProductsOther PricingTarget MarketPricingNew ProductDifferentiateLine/Mix CycleCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *The Key Decisions in
2、Running a BusinessCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product TypesLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingSpecialtyConvenienceShoppingCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. * Product
3、 Line & MixLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingProduct Mix Books, Electronics, ToysProduct Lines Coke, Diet Coke, SpriteCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product Line A line can comprise related products of various si
4、zes, 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. Creating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product LineCreating andPric
5、ing ProductsCopyright 2007 South-Western. All rights reserved. *Product LineCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product MixCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product Mix of LG Mobile Phoones TV/Audio/Video Home
6、Appliances Air Conditioners IT productsCreating andPricing ProductsCopyright 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
7、Coke (1986) Coke with Lemon (2001) Diet Coca-Cola Black Cherry Vanilla (2006) Diet Coke Plus (2007) Coca-Cola Orange (2007) Creating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Diversifying Product Mix The Coca-Cola Company also produces a number of other soft drinks inclu
8、ding 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)Creating andPricing ProductsCopyright
9、 2007 South-Western. All rights reserved. *Product Choice & CompetitionLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Diversifying Product MixLine/Mix CycleTarget MarketNew ProductDifferentiate
10、Pricing Other PricingCoffeeMore FlavorsWireless WebHear MusicCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product Life CycleLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCreating andPricing ProductsCopyright 2007 South-Western. All rights
11、 reserved. *Target MarketsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingConsumerIndustrialTiresCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Target Market FactorsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingDemo
12、graphicsGeographyEconomicSocialCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *ObsolescenceLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingFashionTechnologicalCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Succ
13、essful ProductsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingMarketing ResearchInternetCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Research & DevelopmentLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingImprovement
14、sPatentsCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *New Product CreationLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other Pricing12345Creating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Product DifferentiationLine/Mix Cy
15、cleTarget MarketNew ProductDifferentiate Pricing Other PricingDesignPackagingBrandingCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Pricing StrategiesLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCompetition Defensive Predatory PrestigeSupp
16、lyCostCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *ElasticityLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingElasticInelasticCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Fixed and Variable CostsLine/Mix Cy
17、cleTarget MarketNew ProductDifferentiate Pricing Other PricingCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Break Even PointLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingCreating andPricing ProductsCopyright 2007 South-Western. All rights reserved. *Other Pricing MethodsLine/Mix CycleTarget MarketNew ProductDifferentiate Pricing Other PricingDiscountingSalesCredit TermsSenior Discount20% off2/10, Net 30