[MMS]Summary of Final on 01/19/10

Chapter 6 (Dealing with the competition)

Three variables to monitor when analyzing competitors:

  • Share of market (Compare our market with together)
  • Share of mind (Know)
  • Share of heart (Know + buy product)

Market leader strategies

– Expanding the total market

  • News User (Add more users)
  • New Uses (Promote your new products)
  • More Usage (Promote, How to use our products)

– Defending market share (attack our market)

Designing competitive strategies (ការពារ)

  1. – Position defense (ការពារទីតាំង)
  2. – Flank defense​(អម)
  3. – Preemptive defense​(ការពារបែបវាយលប់គរោងគេ)
  4. – Counter offensive defense (ការពារកែវាយដោះចំរុះ)
  5. – Mobile defense(វាយចល័ត)
  6. – Contraction defense(ដកថយរួចបង្កើតយុទ្ធសាស្រ្តថ្មី)

Choosing a general attack strategy(យុទ្ធសាស្រ្តវាយ)

  1. – Frontal attack(ប្រឈមមុខ)
  2. – Flank attack(អម)
  3. – Encirclement attack(វាយបែបក្នែងក្របី)
  4. – Bypass attack(រំលង)
  5. – Guerrilla attack(វាយបែបទុនទ្រាន)

Chapter 7 (Identifying market segments and selecting target markets)

Bases for segmenting consumer market

  • Geographic
  • Demographic
  • Psychographic
  • Behavioral

Target marketing

  • Make segment of your market
  • Choose segmentation of your targeting
  • Promotion our product in market of your segmentation

Chapter 8 (Positioning and Differentiating the market offering through the product life Cycle)

Developing and Communicating a Positioning Strategy (វិធីសាស្រ្តធ្វើអោយទាក់ទាញនិងកំនត់ជំហរ)

  • Positioning According to Ries and Trout(ពង្រឹងអ្វីដែលមានស្រាប)
  • Positioning According to Treacy and Wiersema(កំនត់ជំហរ)
  • Positioning: How many ideas to promote?(គំនិតថ្មីក្នុងការអភិវឌ្ឃន៍)

Product Life-Cycle Marketing Strategies

  • Introduction Stage
  1. Inventor(ថ្មីមុនគេ)
  2. Product pioneer(ផលិតផលមុនគេ)
  3. Market pioneer(ទីផ្សារមុនគេ)
  • Growth Stage
  1. Add new product features
  2. Add new model
  3. Market segments
  4. Promotion
  5. Advertising
  6. Lower price
  • Maturity Stage
  1. Market modification
  2. Product modification
  3. Marketing mix
  • Decline Stage
  1. Choose the good point
  2. Maintain about the industry are resolved(រក្សាតាមក្រសូង)
  3. Decrease customer (No income)
  4. Sale product (That is easy to sale)
  5. Change our product to price

Chapter 9 (Setting the product and branding strategy)

Type of services

  • Intangibility (អរូបិយ)
  • Inseparability(មិនអាចផ្តាច់បាន)
  • Variability(ប្រែប្រួល)
  • Perish ability(ងាយខូច)

Product mix

  • Value based prices
  • Product features and quality
  • Services mix and quality

Build Brand Identity

  • Brand bonding
  • Make labeling

The better brand (Brand equity) – brand ដែលខ្លាំងជាងគេ

  • Brand awareness(ស្គាល់)
  • Brand acceptability(ទទួលយក)
  • Brand preference(ពេញចិត្ត)
  • Value of brand equity(តំលៃរបស់ brand)

Chapter 10 (Developing Price Strategies and Programs)

Setting Pricing Policy(តំនើរការកំនត់ថ្លៃ)

  • Selecting the pricing objective(កំនត់គោលបំណងពីតំរូវការ)
  • Determining demand(តំរូវការ Customer)
  • Estimating costs (កំនត់ថ្លៃដើម)
  • Analyzing competitors costs, prices, and offers(មើលគូប្រជែង)
  • Selecting a pricing method(រើសវិធីកំនត់ថ្លៃ)
  • Selecting the final price(កំនត់ថ្លៃចុងក្រោយ)

Prince Discount and Allowances

  • Cash discount
  • Quantity discount
  • Functional discount
  • Seasonal discount
  • Allowance

Promotional Pricing

  • Loss leader pricing
  • Special vent pricing
  • Cash rebates
  • Low interest financing
  • Longer payment terms
  • Warranties and service contracts
  • Psychological discounting

Chapter 11 (Distribution Channels)

Channel design decisions(ការសំរេចចិត្តលើការរៀបចំច្រកបែងចែក)

  1. Analyzing Consumer Service Needs(វិភាគតំរូវការសវាអតិថិជន)
  2. Setting Channel Objectives and Constraints(កំនត់គោលដៅច្រកបែងចែក និង ឧបស័គ្គ)
  3. Identifying Major Alternatives(កំនត់ជំរើសសំខាន់ៗ)
  • បែងចែកប្រភព
  • បែងចែកជំរើស
  • បែងចែកដោយឡែក

4. Evaluating the Major Alternatives(វាយតំលៃជំរើសសំខាន់ៗ)

ការសំរេចចិត្តគ្រប់គ្រងច្រកបែងចែក

  • ជំរើសសមាជិកច្រកបែងចែក
  • ជំរុញទឹកចិត្តសមាជិកច្រកបែងចែក
  • វាយតំលៃសមាជិកច្រកបែងចែក

Chapter 12 (Managing Integrated Marketing Communications)

Push Strategy(រុញ)

– Product -> Intermediaries ->End User

– Intermediaries -> Producery

Pull Strategy(ទាញ)

– End user -> Intermediaries -> Producer

– Producer – > End users

Good luck!

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~ by Rithy Pheath on 01/19/2010.

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