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Chess

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The directors of a property company are looking at whether they shouldconstruct a new office building. The economy is doing well, and the amount ofvacant office space is reducing sharply. As part of their decision they decide to use the 6 Thinking Hats te

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Marketing Mix and Strategy

Price Skimming

price set at high level to maximise early market share and products USP

Price Penetration

aim to compete on pirce

Cost-Plus Pricing

markup cost to products unit cost

Predatory

pricing good at low level other firms can't compete

forced to leave market

Psychological

little less than a round number, e.g. £19.99

Direct online

producer sells directly to consumer

through mail order or website

Online Retail

electronic commerce. goods bought over internet

Product Life Cycle

Development, Introduction, Growth, Maturity, Decline

Extension Strategy

prevent medium-to-long term decline in sales

improvements, tweaks, promotional activity

Pricing Tactics

short term pricing deal and offers aiming to increase sales

Pricing Strategies

plan for setting product's price, medium-to-long term

Promotion

informs customers about a product and persuades them to but it

Branding

individual brands (Marmite), brand family (Cadbury), corporate brands (virgin)

giving a product/service distinctiveness/identity

Design Mix

Waste minimisation, recycling and ethical sourcing

Aesthetics, Function and Economic Manufacture

Design

balance between consumer desire and affordability

Marketing Strategy

Niche Business

Advertise for specific people

Customer Care- often experts on product category

Heavily Advertise USP

Product Portfolio Analysis

market share and market growth

Cash Cow, Rising Star, Question Mark, Dog