This website uses cookies to ensure you have the best experience. Learn more

Marketing Essay

1303 words - 6 pages

What are 7 steps of price setting decision process? Did XL follow the steps?
There are 5 strategic pricing objectives, which option did XL choose?  Was it a right choice? Why?
What methods can  be used to determine the right price level?  What methods did XL use? Why?
What are the objectives of designing distribution channels? What kind of institutions might be included in the design?

Price Setting Decision Process
* Set strategic pricing objective
Strategic pricing objective merupakan strategi yang dipilih perusahaan sebagai basis penentuan harga produk yang ditawarkan, yang merefleksikan apa yang perusahaan harapkan untuk ...view middle of the document...

Skimming adalah ketika terdapat produk baru dengan hak paten, dimana semakin tinggi harga akan meningkatkan kesan superior dari produk tersebut. Strategi ini baik digunakan untuk target pasar yang terbatas. Harvesting, dipilih untuk memaksimalkan profit jangka pendek dari suatu produk sebelum demand terhadap produk itu berkurang bahkan berhenti. Biasanya digunakan untuk produk-produk yang telah berada di late maturity atau bahkan yang sedang menurun.
(4) Survival, terdapat pada kondisi dimana suatu produk berada pada posisi rendah dalam persaingan dan sedang berusaha membuat langkah strategi untuk memperbaiki kondisinya, sehingga yang dibutuhkan adalah tetap menjaga keberlangsungan produk tersebut. Biasanya langkah yang diambil adalah dengan menurunkan harga produk.
(5) Social Objectives, pada perusahaan non profit, menawarkan harga rendah untuk suatu produk demi tujuan sosial.

* Estimate demand, price elasticity of demand, and perceived value
Demand atau tuntutan pasar turut mempengaruhi harga maksimum dari range harga yang ditetapkan untuk suatu produk tertentu. Bahkan sebelum mencapai harga maksimum pun, jumlah customer yang bersedia membeli suatu produk dalam suatu periode tertentu akan bergantung pada harga yang ditetapkan untuk produk tersebut. Pada umumnya, semakin tinggi atau mahal harga produk, maka semakin sedikit orang yang bersedia membeli. Di sisi lain beberap customer menggunakan harga sebagai indikator prestige atau kualitas suatu produk, sehingga mereka akan membeli semakin banyak sering dengan meningkatnya harga produk tersebut. Thomas Nagle mengidentifikasi beberapa faktor yang mempengaruhi sensitivitas customer terhadap harga, diantaranya:
1. Buyer’s perceptions and preferences, bahwa customer cenderung less price-sensitive ketika:
* Ada persepsi bahwa suatu produk memiliki karakteristik unik yang tidak tergantikan ole produk lain (unique-value effect)
* Ada persepsi bahwa suatu produk memiliki kualitas, perceive, atau eksklusivitas tinggi (price-quality effect)
2. Buyer’s awareness of and attitude toward alternatives, bahwa customer cenderung less price-sensitive ketika:
* Mereka tidak aware terhadap produk kompetitor atau produk lain yang dapat menjadi substitusinya (substitute awareness effect)
* Mereka kesulitan untuk membandingkan secara objektif kualitas dari produk alternative atau substitusi (difficult comparison effect)
* Mereka tidak aware terhadap produk kompetitor atau produk lain yang bisa menjadi substitusinya (substitute awareness effect)
* Pembelian produk tersebut dianggap penting untuk memperoleh keuntungan penuh dari aset yang telah dibeli sebelumnya (sunk investment effect)
3. Buyer’s ability to pay: bahwa customer cenderung less price-sensitive ketika:
* Pembelanjaan produk tersebut proporsinya kecil dibandingkan total pendapatan (total expenditure effect)
* Pembelanjaan produk tersebut proporsinya kecil dibandingkan total biaya produksi (end...

Other Papers Like Marketing

Marketing Essay

683 words - 3 pages Marketing There are many definitions of marketing and there are also what other people think marketing is. I know for me I never fully understood what marketing was until I looked at other definitions of marketing. There is also importance to marketing when it comes to success. I think that marketing is very important when it comes to success because without marketing there would be a lot to question and companies would not exactly know

Marketing Essay

843 words - 4 pages Details of Assessment | Term and Year | 2, 2015 | Time allowed | 2 Hours | Assessment No | 1 | Assessment Weighting | 30% | Assessment Type | Written Response | Due Date | Week 5 | Room | 610 | Details of Subject | Qualification | BSB51207 Diploma of Marketing | Subject Name | Marketing Audit Report | | Details of Unit(s) of competency | Unit Code | BSBMKG515A Conduct a Marketing Audit | | | | | Details of


1326 words - 6 pages Marketing Research Paper Denise Guerrero MKT/421 Monday, October 5, 2012 Sheryl Joyner Marketing Research Paper To establish a successful business in a competitive market, a company must have an effective marketing team. The marketing segment of an organization is responsible for development and execution of a strategic business plan for future business opportunities. A constant essential in the appropriate development of a

Marketing - 1076 words

1076 words - 5 pages How does Marketing affect the Global Economy Introduction: Nowadays, the development of global economy is closely related to the Marketing which involves some professional behaviour to sell or promote the goods. There are no possibilities to push the economic growth without the strategies of the Marketing, on the other hand, the Marketing cannot be separated from the global economy. During the financial crisis, the amounts of global

Marketing - 699 words

699 words - 3 pages Defining Marketing for the 21st Century Chapter Questions      Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 1-2 What is Marketing? Marketing is an organizational function and a set of

Marketing - 1112 words

1112 words - 5 pages Omar Rochell Marketing MKT/421 April 7, 2011 Nikki Jackson Introduction Marketing is exposed to someone every day, even when they do not seem realize it. Driving down the roads you see billboards everywhere and that is part of marketing. Logos people were on their shirts and signs in the middle or on the sign of football fields are all part of marketing. Even when a child is marketing themselves to their parents to borrow the car or

Marketing - 1085 words

1085 words - 5 pages UNIVERSIDADE DO VALE DO ITAJAÍ – UNIVALI ACADÊMICO: ÍTALO ZORZAN VELASQUES PROFESSOR: CAIO SANTANGELO Marketing Internacional Marketing internacional ou global marketing refere-se ao marketing executado por empresas transatlânticas ou fronteiras nacionais. Esta estratégia usa uma extensão das técnicas utilizadas no país principal da empresa. De acordo com a associação americana de Marketing o “marketing

Marketing - 1110 words

1110 words - 5 pages characteristics of a firm that would follow a marketing orientation. Marketing orientation is “a philosophy that assumes that a sale does not depend on an aggressive sales force but rather than on a customer’s decision to purchase a product; it is synonymous with the marketing concept.” • Unlike sales orientation, a firm would focus outward on the customers wants and needs. • The goal of a firm is to satisfy customers wants and needs and delivering

Marketing - 633 words

633 words - 3 pages Bette Smith's marketing plan is about a Chiropractic Center in Fremont, Nebraska. The plan outlines market analysis, recommendations, strategies and evaluation controls to establish Chiropractic business for the client. The plan submitted is poor in nature and has some specific problems and improvements in the designated marketing strategy areas. Lot of sections mismatched or misplaced and there are many problems in the case analysis. We have

Marketing - 773 words

773 words - 4 pages Marketing is the important and inseparable part of business function and its role of business is developing day to day. According to Kotler and Armstrong, although most people think that marketing is only selling and advertising, it actually is a mix of customer satisfaction and selling and advertising (Kotler & Armstrong, 2010, p.29). If marketers generate good customer relationships by satisfying the customer, they will sell easily. Therefore

Marketing - 4547 words

4547 words - 19 pages Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." [1] It can also be defined as "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". This replaces the previous definition

Related Essays

Marketing Essay 1324 Words

1324 words - 6 pages ~WELCOME~ Sunderland Business School University of Sunderland MBA MARKETING MANAGEMENT Module Code: PGBM 15 ~Module Introduction ~ ~Concepts of Marketing Management~ Presented by: Frankie Lim Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-1 Lecture Outline (PGBM 15) • Welcome & Getting to know each other • • Learning Outcomes Teaching & Learning Methods • • • • Assessment Methods Content

Marketing Essay 620 Words

620 words - 3 pages 2/28/2011 Creating a  Marketing  Marketing Plan Basic Layout Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls 1 2/28/2011 Executive Summary Brief summary of the main conclusions, objectives, strategy, l i bj ti t t implementation and required budget. Executive Summary External Analysis Internal Analysis l l SWOT

Marketing Essay 834 Words

834 words - 4 pages Define Marketing Paper Nichole Heck MKT/421 February 26, 2015 Richard Theroux Define Marketing Paper Abstract In the modern business world, marketing is a vital part of the company’s success. Marketing allows consumers to view the different products, promotions and services provided by said businesses and gives them the ability to compare pricings, products and services. There are many different ways companies can market their

Marketing Essay 583 Words

583 words - 3 pages Marketing MKT 421 May16, 2012 Marketing Introduction In 2007 Senator Barack Obama from Illinois was running for president of the United States. Senator Obama used on and offline tactics to reach out to all sorts of audiences; do so with online and offline, and free and paid media sources. The more Obama’s messages spread the more voters identified with him. He had used resources to gain popularity that no other presidential