Pricing & Distribution

Richard BerryHead of Creative Design

Marketing Mix

Product Price Place (distribution) Promotion

Value

Marketing is a set of activities concerned with creating value for shareholders and other stakeholders by creating and capturing exceptional value for customers

Can be ‘real’ or ‘perceived’

Pricing strategies

Premium Penetration Economy Skimming Captive product Promotional

Distribution

Routes to market Intermediaries Push and pull Managing the supply chain

Routes to market

Intermediaries Sales Disintermediation Retailing

Intermediaries

Manufacturers Wholesalers Distributors Retailers

Value chain