CHAPTER 6

Segmentation:

Targeting: 3 strategies

Undifferentiated marketing targets the whole market with one offer.

• Focuses on common needs rather than what’s different (mass
marketing)
Differentiated marketing targets several different market segments and designs
separate offers for each.

Concentrated marketing targets a large of a smaller market. (niche market)

• Limited company resources
• Knowledge of the market
• More effective and efficient

Positioning

Positioning consists of arranging for a market offering to occupy a clear, distinctive, and
desirable place relative to competing products in the minds of target consumers

CHAPTER 7
3 products decisions

Individual Product Decisions

Product Line Decisions

Product Mix Decisions

CHAPTER 9,10
Product line pricing is used to price multiple products in the same line to create differentiation in
qualities and features in the mind of the customers. Kindles with more features or outstanding
technology will cost more than regular kindle boards. Based on price the firm can maximize profits.
meanwhile, the customer can realize the innovation or the difference between those kindles.

Optional Product Pricing is a method to determine product costs where a business sets a low cost for its
most basic product and then profits from selling more costly accessories

Captive product pricing: a marketing and profit incremental strategy. In this pricing strategy, you
sell a core product at a low price, within the essential accessories are sold at a high price to support
the profit margins. And it comes under product line pricing. Printer and ink. Printers are not overly
expensive, but ink notoriously is a little pricey.

By-Product Pricing: the process of pricing and selling by-product gain an extra part of profit to cover
other expenses

Price bundling is a marketing strategy that includes combining two or more products in order to offer
them for less than they would cost if sold separately. Bundle pricing is popular in retail and eCommerce
because it gives you more bang for your buck. It can also help with the growth of customer loyalty and
product sales. Likes camera lens and face wash

Pricing adjustment strategies

1. Discount and allowance pricing: giảm giá voucher các kiểu
2. Segmented pricing: bán khác giá cho mỗi loại đối tượng, giá vé cgv, ….
3. Promotional Pricing: bán giá thấp lắm, như flash sale shopee
4. Psychological Pricing:
5. Geographical Pricing: mỗi chỗ bán giá khác, vì cộng thuế, shipping cost
các thứ, rồi khác demand thì giá khác
6. Dynamic Pricing:
7. International Pricing