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Price, Place and Promotion

The document outlines key aspects of marketing management, focusing on pricing strategies, channel design, and promotional activities. It discusses cost versus value-based pricing, market skimming and penetration strategies, and the importance of direct versus indirect channels. Additionally, it highlights various promotion-mix activities including advertising, sales promotion, personal selling, public relations, and direct marketing.

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109 views6 pages

Price, Place and Promotion

The document outlines key aspects of marketing management, focusing on pricing strategies, channel design, and promotional activities. It discusses cost versus value-based pricing, market skimming and penetration strategies, and the importance of direct versus indirect channels. Additionally, it highlights various promotion-mix activities including advertising, sales promotion, personal selling, public relations, and direct marketing.

Uploaded by

saurabhsaraf
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Marketing Management

Marketing: Price, Place and Promotion


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Dr. Jones Mathew


Professor in Marketing,
Great Lakes Institute of Management, Gurgaon

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Agenda

• Price: The pricing decision


• Place: Channel design
• Place: Coverage Promotion
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PRICE: The pricing decision

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PRICE: The pricing decision
Cost vs Value based pricing

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Market skimming strategy – progressively lower price segments catered to


Market penetration strategy – aggressively low pricing
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PLACE: Channel design
Direct vs Indirect Channels

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PROMOTION:
• Promotion refers to all the communicative activities one uses to ensure
that customers know about their offerings, have a favorable impression
of the co., and actually make a transaction.
• Promotion-Mix activities include –
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• Advertising
• Sales Promotion
• Personal Selling
• Public Relations
• Direct Marketing

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