Marketingmix

• Economie
• Middelbare school
• vwo
• Leerjaar 3

Marketingmix

tto 3

Praktische Economie

Chapter 5.3

R. Schroe

Price policy

Businesses try to set a price with their price policy that fits with other parts of the marketingmix and that will ensure that relevant business goals are achieved.

What aspects influence the price a business may ask for a product?

• 1.Cost price of the product
• 2.Competition
• 3.Taxes like VAT, excise duty and customs duty
• 4.Price subsidies

Price policy

5. Strategy

• penetration pricing
• skimming
• psychological pricing
• price discrimination (economics, not business)

Albert Heijn wants to achieve a maximum profit.
In 2013, they started a price war. They lowered the price of a lot of products.
What could be the goal in the short term?

Why did AH know that the policy would lead to a price war?

What could be the goal in the long term of AH?

Now it's your turn...

As a group, describe the price policy for your product.

Now, you've to extend your story...

Product policy

   
     
   

   

   
     
       
          Dit wordt getoondin de klassikale leswanneer je op'geef les' klikt.
       
     
   

   
   
     
       
          Dit wordt getoondin de gedeelde les dieleerlingen zelfstandigkunnen doen.
       
     
   

   
     
       
          Differentiëer
       
     
     

       
         
            Differentiëer
         
         
         

         
            Instellingen
         
       
     
   

   
   
     
 
   
   
   

   
   

   
   

   
   

   
   

   
  
 

 
 
 
   
   
   
     
       
       
       
 
   
   
    Slide
 
 
       
       
     
   
 
   
   
   
   
   
   
 
 

goods

services

MediaMarkt has services, too?

1. yes
2. no

Product policy

Businesses can change the properties of
their products by means of a product policy, to ensure customers continue to be
satisfied or to win more customers for their product.

Product policy

What are the components of a product?

1. The product itself

2. The packaging

3. The service

What use does packaging have to a product?

1. To attract customers

2. To transport the product

3. To increase the self life of a product

   
     
   

   

   
     
       
          Dit wordt getoondin de klassikale leswanneer je op'geef les' klikt.
       
     
   

   
   
     
       
          Dit wordt getoondin de gedeelde les dieleerlingen zelfstandigkunnen doen.
       
     
   

   
     
       
          Differentiëer
       
     
     

       
         
            Differentiëer
         
         
         

         
            Instellingen
         
       
     
   

   
   
     
 
   
   
   

   
   

   
   

   
   

   
   

   
  
 

 
 
 
   
   
   
     
       
       
       
 
   
   
    Slide
 
 
       
       
     
   
 
   
   
   
   
   
   
 
 

Product policy

   
     
   

   

   
     
       
          Dit wordt getoondin de klassikale leswanneer je op'geef les' klikt.
       
     
   

   
   
     
       
          Dit wordt getoondin de gedeelde les dieleerlingen zelfstandigkunnen doen.
       
     
   

   
     
       
          Differentiëer
       
     
     

       
         
            Differentiëer
         
         
         

         
            Instellingen
         
       
     
   

   
   
     
 
   
   
   

   
   

   
   

   
   

   
   

   
  
 

 
 
 
   
   
   
     
       
       
       
 
   
   
    Slide
 
 
       
       
     
   
 
   
   
   
   
   
   
 
 

What are the differences?

Product policy

   
     
   

   

   
     
       
          Dit wordt getoondin de klassikale leswanneer je op'geef les' klikt.
       
     
   

   
   
     
       
          Dit wordt getoondin de gedeelde les dieleerlingen zelfstandigkunnen doen.
       
     
   

   
     
       
          Differentiëer
       
     
     

       
         
            Differentiëer
         
         
         

         
            Instellingen
         
       
     
   

   
   
     
 
   
   
   

   
   

   
   

   
   

   
   

   
  
 

 
 
 
   
   
   
     
       
       
       
 
   
   
    Slide
 
 
       
       
     
   
 
   
   
   
   
   
   
 
 

Read source 6, page 139.
Statement: it's smart to change the name Euroshopper into AH basic. Why it is? Why not?

Place policy

• Physical shop or online selling/ e-commerce?
• Location?
• Place of a product in the shop (floor plan)?
  

   
     
   

   

   
     
       
          Dit wordt getoondin de klassikale leswanneer je op'geef les' klikt.
       
     
   

   
   
     
       
          Dit wordt getoondin de gedeelde les dieleerlingen zelfstandigkunnen doen.
       
     
   

   
     
       
          Differentiëer
       
     
     

       
         
            Differentiëer
         
         
         

         
            Instellingen
         
       
     
   

   
   
     
 
   
   
   

   
   

   
   

   
   

   
   

   
  
 

 
 
 
   
   
   
     
       
       
       
 
   
   
    Slide
 
 
       
       
     
   
 
   
   
   
   
   
   
 
 

Why is it important to consider the
location of your business?

Why is it important to consider the
floor plan of your business?

Explain why wine is a suitable product for e-commerce.

Why are furniture shops often found together in a large row of nothing but furniture shops?

Promotional policy

• Communication with the customer
• Target group?
• How to promote?

Promotional policy

What different kinds of promotion do you know?

1. Commercials on television, radio, internet, etcetera

2. Advertising leaflets (brochures)

3. Personal sales

Promotional policy

Different kinds of commercials

1. Product advertising

2. Brand advertising

3. Collective marketing

4. Counter marketing

0

0

0

0

Read source 8, page 140.
Specify elements from which you can conclude that women are the target group.
Which p's are involved?

When is a commercial a good one?

Use your phone to search for a good/ effective commercial.

Write down your argument(s).

People policy

• Attracting the right people and staff
• Permanent of flexible?
• Which characteristics are demanded/ needed...

characteristics police officer

characteristics pilot

characteristics teacher
secondary school

The 5 p's

Important for the business:

you need to satisfy the consumers' wants the best you can.

So, you need to be familiar to these wants.

The perfect marketingmix includes all the p's

in a correct way --> you need them together!

Now it's your turn...

As a group, describe the marketingmix for your product.

Hand in a complete story!