Business marketing

• Pricing


  A critical component of marketing strategy that directly impacts revenue, profitability, and market positioning
• Pricing Objectives


  • Profit Maximization
  • Revenue Maximization
  • Market Share Leadership
  • Survival
  • Customer Value
• Factors Influencing Pricing Decisions

  • Costs
  • Competitors' Pricing
  • Market Demand
  • Product Life Cycle
  • Brand Positioning
  • Legal and Ethical Considerations
• Pricing Methods


  • Cost-Plus Pricing
  • Competitive Pricing
  • Value-Based Pricing
  • Penetration Pricing
  • Skimming Pricing
  • Dynamic Pricing
• Price Elasticity


  Measures the responsiveness of demand for a product to changes in price
• Types of Price Elasticity

  • Elastic Demand
  • Inelastic Demand
• Demand Forecasting


  Use quantitative and qualitative methods to forecast demand based on historical data, market trends, and economic factors
• Value-Based Pricing


  Determine pricing based on the perceived value of the product or service to the customer
• Competitive Pricing Strategies


  • Premium Pricing
  • Discount Pricing
  • Match Pricing
• Distribution Channels


  Pathways through which goods and services move from producers to consumers
• Types of Distribution Channels

  • Direct channels
  • Indirect channels
• Channel Intermediaries


  Provide value-added services such as bulk breaking, assortment, warehousing, transportation, and market information
• Channel Intermediaries


  • Wholesalers
  • Distributors
  • Retailers
  • Agents
• Channel Design Considerations


  • Channel Structure
  • Coverage
• Channel Management Activities


  • Relationships
  • Conflict Resolution
  • Performance Evaluation
• 1. commerce


  Buying and selling goods or services over the internet, including online retail stores, marketplaces, and digital platforms
• Omni-channel Retailing


  Seamless integration of multiple channels (online, offline, mobile, etc.) to provide customers with a unified shopping experience
• Supply Chain Management (SCM)

  The management of the flow of goods and services, including the movement and storage of raw materials, work-in-progress inventory, and finished goods from point of origin to point of consumption
• Logistics


  Involves transportation, warehousing, inventory management, packaging, and order fulfillment to ensure products reach customers efficiently
• Integrated Marketing Communication (IMC)


  Coordinating various promotional elements and activities to deliver a unified and consistent message to target audiences
• Elements of IMC


  • Advertising
  • Sales Promotion
  • Public Relations (PR)
  • Direct Marketing
  • Personal Selling
• Developing Effective Communication Strategies

  • Audience Analysis
  • Message Development
  • Channel Selection
  • Creative Execution
• Measurement and Evaluation of Marketing Communication Effectiveness

  • Key Metrics
  • Tools and Analytics
  • ROI Analysis
• Global Communication Challenges and Strategies

  • Cultural Sensitivity
  • Regulatory Compliance
  • Technological Adaptation
  • Global Team Collaboration
• Integrated Marketing Communication (IMC) is essential for creating cohesive, impactful marketing strategies that resonate with target audiences and drive business objectives