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Marketing Exam Study!

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          Falls between FOB and uniform pricing, company sets up two or more zones, all customers within a given zone pay a single total price

      • Basing-point pricing

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            Sellers select a given city as “basing point” and charges all customers the freight cost from that city to the customer location regardless of the city

      • Freight-absorption pricing

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            Seller absorbs all or part of the actual freight charges in order to get the desired business

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            Usually used for market penetration

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    International Pricing

    • Companies marketing outside of their country, must decide what prices to charge in the different countries in which they operate

Flowcharting

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    Helps management visualize the customer’s total service experience

Research Objectives: exploratory, descriptive, causal

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    Exploratory research

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      Formats problems more precisely, clarifying concepts, gathering explanations, gaining insight, eliminating impractical ideas, and forming hypothesises

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        Does not seek to test them, just finds them out

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    Descriptive research

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        Seeks to describe a product, determine how many people use the product

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        Defines questions, prepares the company for required changes

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    Causal research

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        Seeks to find cause and effect relationships between variables

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        Accomplishes this by experiments

Core product & Supplementary services (flower of service)

  • Supplementary services play one of two roles:

    • Facilitating supplementary services – required for service delivery or aid in the use of the core product (ie. information, order-taking, billing, payment)

    • Enhancing supplementary services – which add extra value for customers (ie. Consultation, Hospitality, safekeeping, exceptions)

  • Flower of service: services that will likely to occur in this order:

  • 1.

    Information

    • Customers need relevant information – especially new customers – and provide it quickly and accurately

  • 2.

    Consultation

    • Involves a dialogue to probe customer requirements and then develop a tailored solution

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