Professional Documents
Culture Documents
B2C
Important but many
times price and
promotion are more
important
Direct
Same
Shorter than on B2B
Lower than 20%
Products characteristic
Packaging role
Services accompanying
the product
B2B
Product the most
important component of
the marketing mix
Derived
Different
Longer than on B2C
40%-60%
The consumer usually
has a series of clear
specifications which are
mandatory to him
To protect
Number of
accompanying services
Usually none except for
is high, the offer
household appliances
represents a solution
and not an individual
product
B2C
High, sometimes price
being the decisive
factor
Between high and low
depending on the
nature of products
( common or luxury
products)
B2B
Average sometimes
even totally
unimportant
Price negotiation
List price
Usually as a result of
negotiations discounts
are applied
Financial assistance
Seldom
Permanent assistance
and loan options
Importance of price
policy
Demand elasticity
B2C
B2B
Importance of
distribution policy
Economic and
efficiency selection
B2B
Mass media
Emotional communication
Rational communication
Storage of communicational
message for later use
Introduction
Growth
Maturity
Decline
Sales
Low
Rapidly rising
Peak sales
Declining sales
Costs
Average C/C
Low C/C
Low C/C
Profits
Negative
Rising
High
Declining
Customers
Innovators
Early Adopters
Middle majority
Laggards
Competitors
Few
Growing
Stable number,
down
Declining
MK
Objectives
Create product
awerness and trial
Maximize MS
Maximize Profit
Reduce costs
and milk the
brand
Product
Strategy
Offer a basic
product
Product
extension,
service,warranty
Diversify brands
Phase out
weak
Price Strategy
Charge cost-plus
Penetration
Price accord
compet.
Cut price
Distribution
Str.
Build selective
distribution
Intensive D.
More Intensive D
Go selective
Advertising
Str
Product awerness,
early addopters
Product
awerness, to
mass market
Stress brand
difference and
benefits
Reduce to
retain loyals
Definition
A service is any act of performance that one party can
offer to another that is essentially intangible and does
not result in the ownership of anything its production
may or may not be tied out to a physical product.