ESSAY TEST

MKT101
Lecturer: Hoàng Thị Hồng Hạnh

Họ và Tên : Hà Vũ Bích Trang Student ID:HS160688

Class: HM1604
I. Category
1. Internal factors
- Identify
- Describe
- Examples
2. External factors
- Identify
- Describe
- Examples

I. Internal factors
1. Identify
- Marketing objectives
- Marketing mix strategy
- Costs
- Organizational considerations
2. Describe
- Marketing objectives: General pricing objectives might include:
 Survival: Low prices hoping to increase demand
 Current profit maximization: Choose the price that produces the
maximum current profit
 Market share leadership: Low as possible prices to become the
market share leaders
 Customer retention and relationship building: Set prices to attract
new customers or profitably retain existing ones
 Examples: 2002 witnessed a one-on-one battle between two brands of
washing powder OMO and Tide. Tide was the one that started the war
first with a 20% discount. Immediately Tide sales skyrocketed. After
that, OMO immediately cut the price down 20%. Tide cuts another
15% of the selling price, and at the same time pays compensation for
the entire amount of market goods imported in the previous phase.
This time, OMO did not sit idly by to show the opponent the will to
maintain market share in terms of ensuring that the price correlation
must remain as it was before the war. OMO reduced prices for the
second time and stepped up the blockade of competitors' production
capacity with exclusive washing powder processing contracts with
washing powder drying towers across the country. In the end, OMO's
market share still holds
- Marketing mix strategy
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