MKTG206 revision 1 - Summary Marketing Simulation PDF

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Summary

Revision of the module for summer exam...

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Sunday, 24 January 2016

MKTG206: Test I Revision Overview of the MarkStrat World Products Sonite

Vodite

Processing Power

Resolution

Display Size

Energy Efficiency - using less without offsetting performance and convenience

Design Index

Carbon Footprint - emissions released during production, its decrease increases unit production costs

Battery Life

Connectivity

Features

Apps

- Base cost = the cost at which each unit is produced based on 100,000 units. - MD focus = margins and profitability; R&D focus = product feasibility Customers Sonite

Vodite

Explorers - high market interest, extremely knowledgable, high-performance, quite pricesensitive

Innovators - initial adopters, risk takers, low market share, high market interest, above average income

Shoppers - price/ product comparisons, high quality-price ration, average performance and convenience

Early Adopters - market influencers (opinion leaders, support adv), average income

Professionals - high quality and performance, ease of use, quality indicated by price

Followers - lower risk propensity, influenced by the above, below average income

High Earners - consumption motivated by social status, performance and convenience Savers - low cost and performance, average convenience

Distribution Channels

- Speciality Stores - high service levels, vodite preference - Mass Merch - low-price/ high-volume, low service, vodites to avoid in the early days, 10% discount promos

- Online Stores - popular for shoppers (convenience/ comparable), high growth potential, 5% discount promos

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Sunday, 24 January 2016 Inflation rate = 2% average per period; economy growing at an average of 4% a period

Managing Your Firm - Decision mechanisms: product portfolio; segmentation/ positioning (via advertising + R&D); marketing mix (operational - pricing production, comms + channels).

- Performance measured by SPI (accounts for sales, market shares, revenues, R&D). - Production volume factors (units): forecasted sales, existing inventory, production team flexibility (+/- 20%).

- Transfer cost = the costs associated with production paid by marketing to production. Usually equal to base cost (based on 100k units). Inventory costs are calculated as a % of TC - info found in the newsletter. Will decrease for unit orders of...