Page 8 - EBOOK DPM 10013 POM-FINAL 25.10.2021
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4.1 Define Market Segmentation 35
4.2 Market Targeting 38
4.3 Define Target Market 38
4.4 Market Positioning 43
EXERCISE 46
ANSWER 47
5.0 Product 49
5.1 Define Product and Services 49
5.2 Level of Products 52
5.3 Consumer and Business Product Classification 53
5.4 Product Life Cycle (PLC) 58
EXERCISE 62
ANSWER 64
6.0 Pricing 66
6.1 Major Pricing Strategies 67
6.2 New Product Pricing Strategies 69
6.3 Product Mix Pricing Strategies 70
EXERCISE 72
ANSWER 73
7.0 Overview of Marketing Channel. 76
7.1 Marketing Channel. 76
7.2 The Function of marketing channel 77
7.3 The major channel alternatives. 80
7.4 The types of intermediaries 83
EXERCISE 84
ANSWER 85
8.0 Integrated Marketing Communications? 87
8.1 Definition Integrated Marketing Communications 88
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