Product determinants: the unit price is rather high, the purchase decision requires research information, the financial risk is high, there is a need for a specific product for a particular purpose. (Ex: car, major appliances).
Differentiation: no option because there is no picture or no production unit. So the price, quality, quantity, distribution network are identical to those of the competition.
[...] o The rate of advertising investment. o Distribution network. The launch phase: o Features: Weak sales, product unknown . High unit cost (expenditure on Research and Development, production, distribution, communication important) Few large customers. Negative earnings. o Marketing Objective: to create product awareness, encourage trial. This uses the PULL strategy. o Strategies: Skimming: positioning above the competition, policy "premium" prices with higher quality, lower quantity, and distribution network "premium". Penetration: lower positioning relative to competition, produces "low / medium range", to a wider customer base, lower price, quality not decisive, excess, mass distribution, communication focused on large numbers. [...]
[...] The product tactic hinders competition (paid at the risk of cannibalization) The new product Definition of a new product: any product which has resulted in a study upstream and a new marketing approach MIX. Three approaches to a new product: o The variants of existing products can attract new segments (improved packaging). o The use of dynamic product innovation and adapting according to changing needs. o Revolutionary innovations based on new technologies create and fill new needs. Origins of four new products: o The client, through claims, service, statistics etc. [...]
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