the importance of product development video clip on the – product differentiation and USP (Unique Selling Point) 4Cs how Product Life stage influences marketing activities choose revision – product portfolio analysis as a way of achieving marketing objectives notes on the 4Cs decisions about extension strategies use and value of alternative pricing strategies including competitive, penetration, skimming, price discrimination, cost-based pricing define, calculate and interpret price elasticity of demand and suitable prices usefulness of price elasticity of demand when making pricing decisions the line and below the line promotion the role of packaging in promotion branding as part of product/promotion choosing between alternative types of channel of distribution online advertising, catalogues, sales, dynamic pricing, distribution (download of digital products), social media, viral marketing, e-commerce the need for the marketing mix to be consistent with the business, the product • type and the market Syllabus Work to be covered (Objectives Reference Farquharson and p.386 4AS.1 The nature of operations AS Operation Stimpson p.118-119 4 &5 and project operations encompasses products and services Farquharson Management process: from idea/need to final product/service and p.386 resources: land, labour, capital (including intellectual capital) Stimpson p.118-119 difference between effectiveness and efficiency
the importance of product development product differentiation and USP (Unique Selling Point) how Product Life stage influences marketing activities product portfolio analysis as a way of achieving marketing objectives decisions about extension strategies use and value of alternative pricing strategies including competitive, penetration, skimming, price discrimination, cost-based pricing define, calculate and interpret price elasticity of demand and suitable prices usefulness of price elasticity of demand when making pricing decisions the line and below the line promotion the role of packaging in promotion branding as part of product/promotion choosing between alternative types of channel of distribution online advertising, catalogues, sales, dynamic pricing, distribution (download of digital products), social media, viral marketing, e-commerce • the need for the marketing mix to be consistent with the business, the product type and the market – video clip on the 4Cs – choose revision notes on the 4Cs Syllabus Work to be covered (Objectives Reference AS Operation and project Management 4 &5 4AS.1 The nature of operations operations encompasses products and services process: from idea/need to final product/service resources: land, labour, capital (including intellectual capital) difference between effectiveness and efficiency Farquharson and p.386 Stimpson p.118-119 Farquharson and p.386 Stimpson p.118-119