Ebook Marketing an introduction (13/E): Part 2
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Ebook Marketing an introduction (13/E): Part 2
www.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2PTERS 3-5)PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX (CHAPTERS 6-14)PART 4: EXTENDING MARKETING (CHAPTERS 15-16)PricingUnderstanding and Capturing Customer ValueCHAPTER ROAD MAP I Objective OutlineOBJECTIVE 9-1 Identify the three major pricing strategies and discuss the importance of Ebook Marketing an introduction (13/E): Part 2 understanding customervalue perceptions, company costs, and competitor strategies when setting prices. What Is a Price? (264-265): Major Pricing StraEbook Marketing an introduction (13/E): Part 2
tegies (265-272)OBJECTIVE 9-2 Identify and define the other important external and internal factors affecting a firm's pricing decisions. Other Internwww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2ing Strategies (277-278)OBJECTIVE 9-4 Explain how companies find a set of prices that maximizes the profits from the total product mix. Product Mix Pricing Strategies (278-280)OBJECTIVE 9-5 Discuss how companies adjust their prices to take into account different types of customers and situations. Pr Ebook Marketing an introduction (13/E): Part 2ice Adjustment Strategies (280-288)OBJECTIVE 9-6 Discuss the key issues related to initiating and responding to price changes. Price Changes (288-291)Ebook Marketing an introduction (13/E): Part 2
;Public Policy and Pricing (291-293)Previewing the ConceptsIn this chapter, we look at the second major marketing mix tool—pricing. If effective produwww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2value with the other marketing mix activities must still capture some of this value in the prices they earn. In this chapter, we discuss the importance of pricing, dig into three major pricing strategies, and look at internal and external considerations that affect pricing decisions. Finally we exam Ebook Marketing an introduction (13/E): Part 2ine some additional pricing considerations and approaches.For openers, let s examine the importance of pricing in online retailing. In case you haven'Ebook Marketing an introduction (13/E): Part 2
t noticed, there's a war going on—between Walmart, by far the world's largest retailer, and Amazon, the planet s largest online merchant. Each combatawww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2 this war. The spoils will go to the company that delivers the best overall online customer experience and value for the price.www.downloadslide.netFirst StopAmazon versus Walmart: A Price War forOnline Supremacy■Walmart to Amazon: Let's Rumble’ read the headline. Ali had Frazier. Coke has Pepsi The Ebook Marketing an introduction (13/E): Part 2 Yankees have the Red Sox And now. the two retail heavyweights are waging a war all their own The objective? Online supremacy. The weapon of choice? PEbook Marketing an introduction (13/E): Part 2
rices, at least for now—not surprising, given the two combatants' long-held low-cost positions.Each side is formriabte «1 its own right Walmart dominawww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2 largest company Io boot. In turn. Amazon is the “Walmart of the Web"—our online general store. Although Walmart’s yearly sales total an incredible $487 billion, more than 5.3 times Amazon s $89 When annuaty, Amazon's onine sales are 7.5 times greater than Walmart's online sales By one estimate, Ama Ebook Marketing an introduction (13/E): Part 2zon captures a full one-third of all U.S. online buying.Why does Walmart worry about Amazon? After an. online sales currently account for only about 5Ebook Marketing an introduction (13/E): Part 2
percent of total U S. retail sales Walmart captures most of its business through its 11,000 brick-and-mortar stores—online buying accounts for only awww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2online sales are growing at three times the rate of physical-world sales. Within the next decade, online and mobile buying Wil capture as much as a third of all retail sales Because Amazon owns online its revenues have soared 20 percent or more annually over the past three years. Meanwhile. Walmart' Ebook Marketing an introduction (13/E): Part 2s earthbound sales have grown at less than 5 percent a year during that period. At that rate. Amazon s revenues will reach $100 billion within the nexEbook Marketing an introduction (13/E): Part 2
t year, reaching trial mark faster than any other company in history.Amazon has shown a relentless ambition to offer more of almost everything online.www.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2 jewelry, toys. took, and even groceries. Thus. Amazon's online prowess now looms as a significant threat to Walmart. If Amazon s expansion continues and online sales spurt as predicted, the digital merchant will eat further and further into Walmart's bread-and-butter store sales.But Walmart isn't a Ebook Marketing an introduction (13/E): Part 2bout to let that happen without a fight Instead, it's taking the battle to Amazons home territory—the Internet and mobile buying. It started with theEbook Marketing an introduction (13/E): Part 2
tactics it knows best—lew costs and prices. Through aggressive pricing. Walmart is now fighting for every do’ar consumers spend online If you compare www.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2ge. Low costs and pnees are in the company's DNA. Through the years. Walmart has used Its efficient operations and immense buying power to slash prices and thrash one competitor after another. But Amazon is not like most other compeMors Its network is opbmized for online shopping, and the Internet s Ebook Marketing an introduction (13/E): Part 2eller isn't saddled with the costs of running physical stores. As a result. Amazon has been able to match or even beat Walmart at its own pricing gameEbook Marketing an introduction (13/E): Part 2
online. The two giants now seem» Walmart versus Amazon online: Achieving online supremacy will take more than just waging and winning an online pricewww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2/ Inu9»; ttcttxn) DgiJfe'AaT)ipretty much stalemated on low prices, giving neither much of an advantage there In fact, in the long run. reckless price cutting will likely do more damage than good to both Walmart and Amazon. So. although low prices will be crucial, they won t be enough to win over on Ebook Marketing an introduction (13/E): Part 2line buyers. Today s online shoppers want it all. low prices and selection, speed, convenience, and a sabs ing overall shopping experienceFor new. AmaEbook Marketing an introduction (13/E): Part 2
zon seems to have the upper hand on most of the important nonprice buying factors. Its made-for-onine distribution network speeds orders to buyers' howww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAP Ebook Marketing an introduction (13/E): Part 2hopping wizard is now moving into groceries, an area that currently accounts for 55 percent of Walmart’s sales. As for Amazon's lack of physical stores—no problem. Amazons heavily used moMe app lets customers shop Amazon.com even as they are browsingWalmart the world’s largest retailer, and Amazon, Ebook Marketing an introduction (13/E): Part 2the world’s largest online merchant arc fighting a war for online supremacy. The weapon of choice? Prices, at least for now. But in the long run, winnEbook Marketing an introduction (13/E): Part 2
ing the war will take much more than low prices.1F263www.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAPwww.downloadslide.netPART 1: DEFINING MARKETING AND THE MARKETING PROCESS (CHAPTERS 1-2)PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE (CHAPGọi ngay
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