Académique Documents
Professionnel Documents
Culture Documents
Lesson Outline:
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical Evidence
Price Promotion
Place (Distribution)
Innovation Management All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2015 1– 5
Functions of Packaging
Promoting
Environmental friendliness
Penetration Pricing
Price Skimming
Psychological Pricing
Promotional Strategy
A plan for the optimal use of the
elements of promotion:
Advertising
Public Relations
Sales Promotion
Personal Selling
Competitive
Advantage
Impersonal, one-way
mass communication about
a product or organization
that is paid for by a
marketer.
Personal Selling
Planned presentation to one or more
prospective buyers for the purpose of
making a sale.
Traditional Relationship
Selling Selling
Free samples
– Stimulate trial of product.
– Increase sales volume at the early stage of the
product life cycle.
Contest
– Consumers compete based on their analytical or
creative skills.
Premiums
– Offered free or at minimum cost as a
bonus.
– Used to attract competitors customers,
different sizes of established products
– Examples:
• Batman Forever with McDonalds,
Kelloggs, Sears
• Burger King with the Lion King movie
Trade shows
Coupons
Usually reduce the purchase price or
offered as cash.
Publicity
Public information about a company, good, or service
appearing in the mass media as a news item.
Innovation Management All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2015 1– 26
Innovation Management All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2015 1– 27
Innovation Management All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2015 1– 28
Physical Evidence