Pricing decisions 11 Text = Chapters 12 Pricing strategies (value-based vs cost-based) Experience curve pricing Price bundling Relationship pricing Group case = British American Pricing on the Internet (e.g. the tobacco (BAT) (Case 11.1) – Freemium model) Group no. 10 12 Distribution decisions Text = Chapters 13 Functions of channel participants Distributor portfolio analysis Relationships between manufacturer and distributor Channel structure Managing logistics Retailing / mystery shopping Communication process Communication tools Personal selling Group case = Harley-Davidson Trade fairs and exhibitions (Case 12.1) Group no. 11 – Distribution by Smartphones 13 Communication decision Text = Chapters 14 Communication process Communication tools Personal selling Trade fairs and exhibitions Group case = Bosch Indego Implications of Internet (Case 13.1) Group no. 12 – for communication decisions Social Media Marketing (6-C model) to From ‘Bowling’ ‘Pinball’
11 Pricing decisions Pricing strategies (value-based vs cost-based) Experience curve pricing Price bundling Relationship pricing Pricing on the Internet (e.g. the Freemium model) Text = Chapters 12 Group case = British American tobacco (BAT) (Case 11.1) – Group no. 10 12 Distribution decisions Functions of channel participants Distributor portfolio analysis Relationships between manufacturer and distributor Channel structure Managing logistics Retailing / mystery shopping Communication process Communication tools Personal selling Trade fairs and exhibitions Distribution by Smartphones Text = Chapters 13 Group case = Harley-Davidson (Case 12.1) – Group no. 11 13 Communication decision Communication process Communication tools Personal selling Trade fairs and exhibitions Implications of Internet for communication decisions Social Media Marketing (6-C model) From ‘Bowling’ to ‘Pinball’ Text = Chapters 14 Group case = Bosch Indego (Case 13.1) – Group no. 12