Marketing Management PDF
Marketing Management PDF
Marketing Management PDF
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Rate t1\l~ma1aJ1":iri~~n<11T1'lltl\lm'7ijtlJL~E..1\lnfl'1L~ 41nm":i~\ld
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3. tnJJY'U11111rt'flU11-l iJ (Accountable Marketing) ~Urn1Wil1E.J"lt~'Yli~YfV1'i1Yl<il13.J i::.mfll'l'!iltl
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1
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\lll\llnl1nfll!ll'H'Ultlfl 1 fl8'i.tTI 1.3 118~'1 1.3.3
Jerome McCarthy. (1996). Basic Maketing: A Managerial Approach. 1:fh ed. Home-wood, IL:
Irwin.
Aichael E. Porter. (1985). Competitive Advantage: Creating and Sustaining Superior Performance.
New York: Free Press.
Philip Kotler. Marketing Management. The Millennium Edition New Jersey: Prentice Hall.
Regis McKenna. (1991). Relationship Marketing Reading MA: Addison-Wesley, 199'.i.
Robert S. Kapla.-ri and David P. Norton. {1996). The Balanced Scorlcard: Translating Strategy Into
Action. Boston: Marvard Business School Press.
Sam Hill and Glenn Rifkin. (1999). Radical marketing. New York: Harper Business.
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$jT111d.Jri1~qi~Gf~ritiu ul fll.J Tiflfl,Xu't~c;it1uaufl-:wm~cllfl\l m-ITI ri1~qi,XuLL~1n~~:Om13.J4i'fl..:im11u-iu
'iiti'l 'ttl5n'Vlie:im1d.J~e:i.:im~ri1~qi1t1..:ifl.:id.J1 L,fu a~'liluvhl~t1ii~t1.:im1m~u~ 1 ~ti T1113.!4i't1.:im'l
'Yl1.:1~1ufi..:imt1 L"ll1'0.l~'tJ.Jauhfl11d.JLUultl'lul~n"llt1\l~flu~~\JLUum13Jlii't1..:im"'i~u~ 5 'Vlit1'ta.lauhi1
L'lll'"lt\jn3.Jt1\l'Vl~tl1~~t1m'lt1n~tl\l"il1nTiu5ut1E.l1..:ih (m1~i;le:i\lm"'i~U~ 3 viifl~U~ 4) viim~w1lmmfl
~m t1h 'ta.J~1 LUU~'<il~~t1..:i Ltlummflu7'1'Yl~'Vlitl'tJJ (mi~i;i't1.:im'l~U~ 2) w1i L~ m"ll1L~TLimmmfltJ1~
L~rn~mL"''"l mi3Jcllt1.:im1LU~1~'l.J~tlLU'l n"il~L~~LLa~..:Jtltln:1.n
'YlrJlf~"llt1.:1~1~1~1i1E.J'l\1unm'l!ilfll~~~11.:1 ~~c;inrn-riLL~~trif1'll1Luu'tum~LL~u Lll1vi~1mLm:
m'l~n.:if-i<il"tltl\l~'l.Jil.nfl 1~E.Jd.J1atfl1'l~LLU\lf1113J'ifo.:im'l"lltl\l3J'i~~ltlnLUU 5 ~'U<iltl1-~~.:1d
,, , .!"! ., ~-'f" .<l~l'
1. tt1111'1B~m1rnn1'1mtl (Physiological needs) LIJUm1d.JCiltl\lnl7L'Uu'O,l'<iltl 4 'lf\JLlJU'rm.JlU
"tltl'1~'\1lfE1L~e:i1\1il;Jiil'lti~ L~LLri mV111 J, Lfl~tl.:i~vid.J ~ti ~mffmL~~m~n1"1hTl ft'U~1'V1~1E.J~it111
r,1t1'U6'!Ut1\lm13J'flt1.:irn'l~1Wn\l m E.l't1 tl'1d.J\ilim'Ul.~tl\l~\ln~11 mvbn:Omvi1dfiu mrn~1 tJL'rl5J LTl~tl\l~3J
nULLnmtV11 tiL~ L'n5l~UtlU't1a1'Vl~'U.Xm.Jt1u 5litl\l LYl1L~tl1-l~i1t1.:inueJU!il'rltl~ tll'<i!Ln(;)~'l.\ L'rl5lm1~
~tlfou~mf1~1.ht114f Luucllu
2. f111JJ'1tJW 11VOtJflntJ (Safety needs) LU'\..t~11aJ~E\lrnTil'DJ~ij~1<11fl ~111w.1tldl ~'"llnf!Tla.Jn~1
a .1 11. '
m13.lL'"l1J1J1<il m:3-! ;..;..ir1~<n1n~rnti
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~e:i.:irn1~;.11n'ttln11~u 'lum1~'1~il~1<111e:i<ile:i ~~1~fl1 ... ;.ium:i111/fr.1LL~~iim1~~~'1\I1.ii.~1111 m1<11~1<n
J ''t 9" ~a CL.I ~ 2' .J. II I -J I d t.I
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~\l~iXnm1'ilm(j)"il~3Ju\14l13-1$jLcJl
2. A'JUJAtNm1qun; (Esthetlc needs) d~h.1im1a.Jrlfo..:imi"lii.~\1~~1u'1 \113-1'1 m1a-1LtluifC1li;t1u
a:j,~LiJuLJ ~\I 'l(j)L3.hm~r~rnin~\l,,1\.b~ua.JYi1'l-XLn(P)m1a.J~\l~uh (;)\!,Xu Lfl~u\J~Cj)~u Lfl~o\l~n~1 ~-.:i
I I
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nTTIJilniri
{i'1iCnm1'il~l(P)513Jl7flb4hl'OJi1..:Jfl'l13Jcilu-.:im1~-.:i 7 'llu\I ~ui1nflbb~1
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~ u ~ L~t1\IV1~..:innu~'tim L71~Lcll'!n rn~tj Dove LL.IL'll"ill Ufl'lla.J~'tl u..:i ~'l L71b.i'tcll'l11 ua~'L~YJrnrnii LL'li
L71'111 Ufl113J"~mC1l rimJ\.1.1~
.. U'll a..:i fl1fl1Jfl1'l 'Vl~fl L,,b.ilcll"lllll m~~\.l.LLql L71'!! 1Ufl'l13J~\.bh~'OJ~l~n~C1l
f11a mn"il~~uh~"il:::l~n"'~V'ln\.bncila..:i'l~m~~"'ln~C1l dJurlfu
m1LLU\1~1(;)u m13-Jcila..:imi'llu\I Maslow ifo nrl11 cll1 u11 b!it11..Jflfl~1cll'lun1'l91fltJ"'\.Lu'lfl'l13J
rli'e:i\lm1iu~uj1ULL~1 m13-14fe:i\lm1~u~U.Jl\.bn"ll~~C1lfl'l1a.J~14i'qJfi\ILL~~*fl11a-1~14\'qi'l-Xnufl113-J
41u\lm11u~1(;)u~\.b~ ~-.:i~uttJ LLlil~..:i~tcllV13-J1 um13-111m13,1rlfe:i-.:im1~\.b~U.J1U'"'1~V13-JV'llu m~'.l!tiiciie:i-.:im1
:auL~m Lnm~uffLL(i]fi5jlcJlvia.J1um1a.J11a.J'11'.l!t~"ll:::LaJ4fe:i._:im1mvi11V17m~e:i~1L~m..JntJC1lfi-.:im u5n!iluttJ
LL"''d V11n'Y'lri~mw~t111ni:)ucln3-!1 ~u ~u~1nfl~\lfl\lrli't1\11.Jilnflm'Vl17 ~m~a~1e:i~vnmL!ilmV111V1i'a
L~l ~1~~u'OJ:::1cll1um1flfi~t1\.1.3-11mllufo~'.l!t ~\ldL.;J e:i'l~un~m13.Jvmh 'l\.bL~u-.:i~m~u-.:i Lnm~ ut1cll1 tJ
m"il LLaC1l..:i m'Y'ln1'~~V'l~1 ~tJfl113.J~a-.:im"I"ll t1..:if111 a-1~ti\lmitell~..:id
Self-Actualization
[Self-fulfillment]
Esteem needs
[Prestige, status, self-respect]
Physiological needs
[Food,water,air,shelter,sex}
~-:iiXuV1u1~"1Ju-:im"i9'1~1C11L~mn1..1m13-.1o/feJ\lnnn~u rn7~mf1m'l~(;)~1~1..1m1a..i4IE1..:1m7'1Je:i..:1
w1i~:::n~3-.111lutl1V13-J1t1~~1"fi"ll<ifo\lm"i 'i.J1n~uil\l~~~uf\1ui-m-ni.1LaimL~fl<ilPJu~uE1.:im13-14fe:i\lm1"lle:i.:i
~1..1;-'111'1 LL~:::L'B-Jmu11V.~u;-Tufl~jn\lai.1.~1111i-m7fl'l-i.1 La,,rniXuu ~i.:i~1.b:::~h-:nm'V1
'l ... ...
i\nm1"C11~1~cile:i.:i L~'111a..1ai.1.hn1..1fl'il3.J<ii't1\lnl"';i'!lel..:l~1..1;-1.n'1 (Consumer needs) Yf.:i\:i.Lw11~
LL'l\l~\Ih~\l'Vl3-J (;)1um~eJau~1'llei.:i ~1Ji-L11'1~uu ~uu~u31wrn\1'111a..icile:i..:: m'l 'OJ:::'t.ils:im,.~t1-'lJ1 ti Ln l'l
~ A'.'f _ I.Id ii " I.I ~ It.I A
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I .... IV I ::;
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4lei\lm"i'lJe:i\l~u~1ii'1~ilq]rnpfi"llL~LiJu 3 .freiL'VltY'l ~ci
1. nni'~a1fl'v111'1f1'11u (Hierarchy ofmotive) 'OJ:::aa..i~unt~ t1'ild".:inum-N'~~1~1..1m13-1cifu..:i md"
(Hie rarchy of needs) ~..:i~u ~nm'J<ilm(;)~\19le:i-:i~<NJU1'1113.!1fl113-JLi'1hL~mnum-N'~~1~ud1~~ 'OJ~ ~
~mn-:ri'4L~mnum13Jlii'ei-:im,-'!lei-:1~11~1.rw1~1t1iu,,.,3J1t1fl113.111no:imi-i.ltii'ei-:i.Oauf11~1'Vl~1t1'lu'f1~1vi
LL~tauf1'1 LW~1,xwJfo.:i~\ltl ~UU~UJ1U'iltl\lfl113Jcifti.:im~ ~u~lnf'IYJ\l~flh Utlni.lrnd,Xnm-:r.im ~ rno:it
cilti.:iTI'nntll-:rt3J1mm7~5'1ln~tmto:i1t1auf11i.tliJ-:1~11!ilnf1'lu..j1u1u~~u1lnflcilt1.:imi-~-m
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111'31}'3 Iii 1113.11 tlfl\I a.:i L1"1'1'1 Ln~'ll\.l.'.il1nfl1E.J U'l..Jfl fli'I LL~:::i:rnn~U L"'1 Ln~m1"n-:r:::'Yll'iJ\.I. IJ.JL'n'\.1.\.1.U"l:::
Ln~m1:1.1Lfl~t1~ (Tension) ,,.,~mn~m13..1L3-J~ur~m1t1"'1~t1i.~~u1t1h1~
LL'"~"'li.l .0
'l..J flfl'rnrt.:i 'l m13J iJfe:i .:i nT7 'lu~-:i <il1.:i'l '1.~w~1 E.Jll7tm1" rn.:i m1:i.i!ileh'ln1dLUum1 :i.i
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Luu4f1nTv1u~~t"l~n7d'3J3J'111f~iXu'41uL"'1qjLll'\.t~'ili.~~1i'tn ~.:i'Yi1'l-X3J~M~~~13J1-:rm-il1'lo:i LL7-.:i~-:ih'lle:i.:i
4f1Le:i.:im.h.:i~un ~\ljjL'l'l'1itfl~L~t1n11 ~"u"l~ (laddering) ~'l4f~1V1i'uL~e:i3.JLrnLL-:r.:i~.:ih'tlv\ll!flfl~"OJ1n
L~~ei-:1Slei.at1hj'Y11-:imm5nV1~1t1'l '1'11.:i ~1n1ndYh'liunm7'il~1~L~t:in4fvia"h~"OJ:::ri.:i im~~lu'l-Xnu
~lJ~lnfl
L!ie:il!flfl~L<i1'<i!TI111'1t:iuL~'\.t~l L~m~e:iu1-:i l.Jflfl~iXwo.i~13-JSjL~ rniJ~ffim<ilt:ill1~<ile:im13J~13J1-:rri
~1":::1.J111.ULLC11~~5u~1 L'YhiXu LL'1i~..:i'713Ji'l-:ii1o:i~t1~w1 -ffuLllum'lLL~~" ti e:in~ ~~'i1~1\tnifo E.Jn11 L"liu 1u'Yl-:r.:i
'llU1~ ~i'Vli(n 1'f1~~u ~ LL~:::'ild15uf11~..:i~..:iLvi~1dm3..11-:rri1iU.iiX11ihm'74f~5uhLL~:::m13JmL<i1'~-rn
un1~t1~1ULLd'\l~\Ih~u~ln~"'1~1E.Jd1E.J~nLi n1'7'1'3Jm1'-raLLlJ1J~L~t1n11 "n11"#3-lmMmLi'1
~n" nm!u~ln~uUfllJ'l 'Vl~lE.J L~vf1'U'Vl1LLd'\l~\Ih~n'l fi1@1~Un11"LiC3JU11\lln~~lil.fi'm~'Vl'd-.:iL~tln17L-Yf
"L'Y1'1ilflnT'iLL~lil.:imm" ;.1t11nmd"<1i1.:i'1 Liu m1"L~t:13.!~1 mTii11.ld":::for:'l~a~;r:icl md"rieililm1~<111~
.1 A _..,.:&\<:.,,"!.,_ ' , - ~. I
~ufl1Yl L~'1l::fl1d"LLG'{<;l-'.! 1 !) nl1113J'U'YllJ1'Yl "lf-l r.11"1'0J tl'U L(;l m:i L'VI ~nlil fl113-! 'U"'! ~u ."11 I.La :::~3.1 ~~-Sli.!.'Y1 LLu'1f1
.. A ~ ~ I ::, U I II -.If:" I II A ~
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I.I A
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~e:i'Vl~rn~ rn'111a.J'Wvrnl"il L'llu ~5:le:im1'l;rn'Wfta.i1JmV1iault..'1J1 tl'Y11.:1~1u'J.J~m'J'Vi'UJ~ ~.:iL~11~.:i 1.vr~1d
'WdJui;.i~C11.flrn'Yi LL~ifunm"il"ll:::111t1mn ih:m1~ae:i-:i ~e.1~<11m'7'0J:::'Oj1 LLU!1'1113JY-le:ih'Vl~n'Vl~mL7-:i"ll.:ih
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1um~EJ"lll'1<11'11CilL~e:i~~~~<11'1:::L~CileJ'U'1'\.ttl\J't~mh.:i\]nCile:i.:i '11la.J'V-llt"'Jd-oJ:::'17N'1113.J LL<iinCil1.:ie:i ~1.:i L~U
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Unfulfilled
Needs,Want Cognitive Processes
and Desire
Tension reduction
"'
V . , - I ...ol I.I '
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'11U'illULL1n Unfulfill Needs, Want and D1sue 61a-la.J'i111 L11a.Jfl113-Jlfll'lf117'Yl'OJ~'l11 a.Ja.J'Vll~a..11.J'il
ElEJ~u~~ El\! (Cognitive) br!'l,Le:-:ifi'lld::nmJ'!/1 EJ ~~n~u v.~1 t1m1~1'1 ~'r:'OJ:::bi.J~ E.J'!-l.LLU~\l~t]'1in-n3.Jt~ E.J
mff~m'lL~E.Ji;.j~ ei Lrif11 m~~~'\.l,'Yl1-:l'lurl1~L~ E.J~::;~1n~rn E.J 1~~1tnnei ~'hJ'tn~'OJ1n n'Yla.J .3.J1n~nV17ei
A '1 .. 1 .. Al'l .d. .... A ~ A v..IQ' ... I iv\.11 A
Lf!E.JL~\.b'Yll\I Luf'l1qj'iJ\.b~"d3.JlLL~1 LUnld'Ylbdllil::::J.J'V-ltj111f'ITI3.J .umiL~'h'Y11\: Lu~n:J.J~.:I LLl1llil:::m b:J.JCl.J"tlf)CJlf'l'n:J.J
-o;iun':ho.i:::mfft Cognitive L4i'1C1.J1u1:::L'Yl'fl fiei m13Jj '1113.JL~El ~1il.E.J3.J ~~::;'1':;.J'iJ~LU~3JEl\l "OJ::;t'i1LVfL"il
lll'Vl\.b~'V'it]~r.TI3J"ll El\ICfl1L'nLeJ..:! L"lfu
m1C1.Jj~ 31eitjueinL11'"J1 f1Uql~\.l,3,!1vi1~\I m1C1.J'<il:::11 ~.m::;'t"i1.J1\.b~\.Ii
m1:1.J ~*eiueinm11 ~~u:Wiho.i::;t~~ ti~-.i:::~-:::J.JV11~C1.Ju~ Lm11~1~u
LL~:::t11ilE.JC1.J1rnnm11 ti1a.JV11~C1.Ju~ile:i~'<il~.:inii1'0J::;C11mtlw1m-:im.iu~u L71UJibo.i::;Li1'tu~\IL~m
fl1W"1e:iE.JLVfilvi1ei ~fiih'l~l~ ~1Lititrn1'tu
L31ei~-:i 3 51wn:J.Jffu~uu Cognitive L-ir1'tuu1:::neiunlJm'lL~E.Juj m~-:i'la.l'tu!iJL"lll"J!~'Ylei\l~J1
fo~ E.J n'OJ:::~~f1113.JL~7E.J~'OJlf'lf!113.JElE.Jlnjei mmi1\.b"lle:l\IL"dll~LUil. Tension Reduction LL~m~ L1~1 ~lU
...,tl ~..:!I. .... ~'){ "" "'"" ){ ' l ' ., "' .......
L VtmE.Ju L,.u\l\.bn~rnuw1J11'!JUC1.J1e:in mrnn~ Tension '!JU:J.Jl b'VICl.J e:imnie:imrnVtu LL~::;LmE.J~mmL~1
.. '1 .., ' ., '1.1..l .. .. ~ .ol .ol ' ."1 ., ~ ov
'OJ:::L'VlitLm1 ~n'fli'OJ:::n~u bu'Y1'11l:J.JLmE.J~tin1>11.JV1it.:i "ll'\l'Vl3JlE.Jm1:1.J11 'V!1nu11~~ulV1C1.J1rnL~1 Lu1::;~u
J. .. ' - ){ 'l ;o.i ...... "' ' '
'Vl'U.:I ml:J.JLfl1"ll~~~Y~\l Lb'llbn~'llUb'VICl.J b~em <mt!E.Jl..:IL"lfU
J "''1 ... '., '1 ., '~ .... ... ..I '1 ., ., "' _"1 'I .,
Clltiit'YlL"ilm b3J3.J"it1llUl11"1ll.J meimn L~'lflE.JU111'1nflWil\.b\l LCl.Ju b~:J.Jl LL~r,inuTimu1Vt3J1m~ Goal
or Needs fulft~lment LL'1i'llrn::;dm~(;d1 7r1W~'1uilt~ L'VI 3.J1l::tllJL,., LL~1 LWTI:::dl E.J't~~lf'l~\.b ~l LL'Vli.i\l~\l
~ '1 ., '.J ,. :iX '1. 1.. c; .. o .. t .J
'lit.\ L11eimn L~1flE.J\.bCll'YlL'VIUfln11'U'llULuunn"il:::Ln~ Tension Elf'lfl"d\l'Vl\.b\I
~ll.JL~11 m1u'l~~C1.J'!11*iif.Jf1\lil Needs, Want LLflt Desire LL~1 Tension 'VllE.JLl.JLL~1tl\1'1\I
Ln~~uLVt~'t~L'13Jti iLnm1C11m~~.:i"ll1 LI~~C11ilrn'Yl6i.~n~~u'1c;i
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I d ... ...l A d.a.
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't1U~~W 2538
~Y!1i1-l.11l"1",.3-J~-;;\~ Wfj~nnJ.JrJ'v1fnfl n1-lL'YIY'l3.!'\'11Uf'l7 m~qj~\Jlal'l1m,-7~.m1TW:1-J~ 2530
fl-b7'rn4 LflTit;JU WfJ~n-rwcJJJ~fnfl nl:iL'r1'1"la.JV11um ~q;i.ri..i.1~rn:n 2538
_A ' - ., -'f _ .._~ ' v " '
L'17 1-l~:!JtJ.l.<Yl1 WfJ~nnJ.J~In"1fl n1-lL'Yl'W:J.JV11Um fiTn~UILL"~L'J!WJn~ 2542
ei~"~ ~,~,.-lflf)fl WfJ~nnJ.Jcj111Tnfl (~4-lWfl~'"~ 6) n1~~'Yl'W3-JVl1\l.f1,. h"~a..i.Wa..im1'Ylm"'un,-,.:J.Jf116'fli?~ 2543
Assael, H. Consumer Behavior and Marketing Action. 5th ed. Cincinnati, OH:, South-Western Col-
lege Publishing, Co, 1998.
Engel, F.J. & Blackwell, D.R. Consumer Behavior. 4th ed. NY.: CBS College Publishing.1983.
Kotler, P. Marketing Management. The mi!lenium ed., NJ.: Prentice Hall. 2000.
Loudon, D.L., & Bitta Della, J.A. Consumer Behavior: Concepts and application. 4th ed. Singapore:
McGraw-Hill. Inc., 1993.
Schiffman, L.G., & Kanuk, L.L. Consumer Behavior. 5th ed. Englewood Cliffs, NJ: Prentice-Hall.
Inc., 1994.
Sheth, J.N., Mitt al, B. & Newman, B. I. Customer Behavior Consumer Behavior and Beyond. New
York: Dryden. 1999.
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ilm13.1'lfeirn'Ylj'.je:iunu ~..:1111mc;i1~1~LLrl'it..:ii.'f1u<ilm(;)1'fTia.J'll'1~ ii\.b~ei -v;i:::il<il11~u'11~3'.le:i~-v;i:::LV13'.le:iunu
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~lU~l (LL~-3)
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BBL (23.0%)
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Hierarchy Products
1) Need Family Hope
2) Product Family Torileteries
3) Product Class Cosmetics
Center* 4) Product Line Lipstick
5) Product Type Tube lipstick
6) Product Brand REVLON
...
7) Product Item bbvl\l~u bbvl\l~.m bbvl.:JL~m
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fixed system
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., QI'" - U ,.. eJ. I A ,_,., ~td,
4. fl1111l1t!Jflfl1JtNnU (Consistency)'!lv.J~l E..le.J~'llflt\l.'n '1f.JVl;.J1tJfl.:J LLt1l"~mt1e.Jf!<11mU"Yl:J.Jf111;.J
Product-Mix Decisions
Disposable
Detergents Toothpaste Bar Soap Diapers Paper Tissue
Ivory Snow 1930 Gleerr. 1952 Ivory 1879 Pampers 1961 Charmin 1928
Dreft 1933 Crest 1955 Kirk's 1885 Luvs 1976 Puffs 1960
Tide 1946 Lava 1893 Banner 1982
Cheer 1950 Camay 1926 Summit 1100.s 1992
Oxydol 1954 Zest 1952
Dash 1954 Safeguard 1963
Bo~d 1965 Coast 1974
Gain 1966 Oil of Olay 1993
Era 1972
I I I
.,. .....
tl'Jlll'HlllrJ'\ltlUJU.INilPlftWcrt
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LL~t~m1L-..i'1qJL~t11'11 (Growth) 'lu~~(Jl '11.:irnl"l~ 4.3
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1)
0
Low
Risk ~~~~~~~~~~~--t~~~~~~~~~~~~Hig~
0 A"1mt1.m
(L\1.'V'll::: Tax1}
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4-16
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-. i t b.J~-:lqJ\.L~
1
unm7<ila1(;1<ilfla-:ln\.LH11 Product WiJ'lt~-:i'li'u~ Need .rmJLqJ Need 'Ylii-:1 '1
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Ul'Yl
Sales
& Sales
Profits
Profit
Rapid S!ow
High Skimming Skimming
Strategy Strategy
I S.r I IJ" :
0 0 - ~"" d
Slow Penetration: 'Yll Promotion '111Lb~~'il\ldl'fll'lllt.l<f:1 fl~;j'Y1!i'U'DJ~b'Vla.J1~b3.Je:J
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.,
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Growth Stage: "n'lffi.l.::;b(ilU"!leJ..:l'lf1..:1Uf1fll
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- IUl(il"1J1rn'V'-l:J-J"!IUltn\ITI(ilb'd1
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- 1'5n":J-Jn~e:i:l-J
- 755~'1-tLY-l'd vi~u~el ... ~.:1L"lf1 ...
3. L~3JL-il1111m(il Segment L'Vla.J n~11~e:i -;;,i1n~'Vi1..:iLm'l"!lmm4r1~L'lfrn3-Jul1b~mXrn~iuu
4. Lvl3-J11el.:l'Yll.:lnl~(il..;jl'Vli..i1iu Lb"::;~(il'V11"11l.:i'Yl1.:IL'Vla.J L~3-JL~3J
5. m'11i-.1~ru1L~:i.JLuu "m1:i.J'lfelu" 'lu<il1r:-.1~lflnm.n'3-.11nn-J1 "m11Vl~n" t:-J~'llnm.n' 4hmh.:i
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1) Growth Maturity
2) Stable Maturity
3) Decaying Maturity
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'UU'Ulfl11ffO'Ynnnr.in 4 Plel'UYI 4.4 11e.:iTI 4.4.3
Des Dearlove & Stuart Crainer. (1999). Ultimate Book of Business Brands, UK: Capstone.
Geoffrey Randal. (2000). Branding znd ed. UK: Kogan Page.
Philip Kotler. (2000). Marketing Management analysis, planning, implementation, and control. mil-
lennium edition. USA: Prentice Hall. Inc.
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~-:i'OJ:::L~mfr:i-nll~tL5lll9)Ltwm"~ 5.2 qJtiLtl
6. m1Pi'~iu1fl10Bn11miu'1~,;1t1 (Selecting the Final Price) btl\.l.~WiltlU'f~YYfillnTiriTVl\.l.l9)
J .. ~I" 't"' .,: Jt i - .. ~ .,. .. .J "' .."J _
'nfll'111ll 'lf-l"OJ:::a.Jm nJ'TIJ'nfll 'VILVla.Jl:::i;{a.JlJ\1'11\.1. LV1llm"m'OJ11mlrl\lnl1'11-l'nfllY11.:J'OJq]'J'Yllll LnU ~\J'Wlfl
a.Jei-:i11':i1fl1LU\.l.qr1tl.:iutinfi.:if")mmV'l'l!e:J.:J~\.l.~1 m':i'liL~'lJ~Yi11.\.i'~\.l.~1~-nfll\jnn11 LU\.l..i'\.l. Li\.!. bb'Yl\.l.~'OJ:::
.,.. ...
., ' ..
111.:1-nf\1 100 u1'Yl m-;;i-.:i:::'1l.:iT1m'YI 55 rn'YI
nl'j~.:i11fl1~mrV1..1'1ll m"'l.i'ti.:i~1it.:ii1.:iil'OJ~J51-1.1 5n
6.1 fil'Yliw~"llti.:iil-;;i~tJ~1i.itl~aa.JnT~'11"'1l9)5w1 L"lii.t 'V11m.J~'1lnm~iid\.i'mtl"~i\ua..im-.:i~.:i
11~na." :i't~ 'Vl~tii:.J~'1lnrn~~m,tfi.Jmu.1 Yi1'l~~u~"liifl'Y1T1un.:ifltuf11V'l~~nm-;;i~.:111f\1~.:i1~
.. " \I
'Vl~e:ii:.J~qinrn"Yi
~11.:i'll1 u'l"LL'Vl~.:i ~-nmt.:i1n~ T1fl1nm""l&J.:il~L'lfun"
6.2 i.itum llTl fll'llti-:iu1'lffi m.:iu1~'t3-l<ilt:1.:i m':i'l~LnV1m1LL'ti.:ioif\.l.'Yll.:J ~1\.1.Tl m ~.:iri1'Vl'U,l9)
ufornl!~'1.~qrV1T1fl1 dJ"q)"
6.3 i:.J~m:::'Yl'l..J~ei~5u
.. L"if\.l. ~~~-.j1vii.i1u-.:i:::"ll1uli;1~1u
"'
'ti;)ri1't1vm'Vl~tll3-l flLL'li.:ioifwa:::Li1~1
"
LL'li-:ioif\.l.'Vl~ti"W ~u~1im"il:::iiri1~.:i~ei'Vlie:il~ Lljuqi'"
u ~
"
"' "'
'
..,.
'1111-t1llflnfl1!lll'l.18l11Cll1:::l18-ilfl
I
"
5.1.2 11a1 lu'l~ul)UAO'\lfl111J
I .I"'._.,. 5.1.2
~ I ..' 4' 4' 4t
1\m'Ultn1"01'111'U1EIYI 5 918\nl S.l l18~fl 5.1.2
'ilm<?lL~~u~6!Cfl
m1"ril'VIUCfl1vi~'!.h:::'1.:ifi'lum1riwuCfl'J1'11 L~"ElbUUbb0A1'Y11.:11um,-ri1V1w;1u1~rn~~nm
niu,1'Vln'rlf11 LL~:::1nm'J1um'JriTv1uCfl'rlm 1viri1.l,-:::G'l-::'11um'JriTv:v.Cfl'rlm LLu.:it~~.:id
1.1.1 1flf.JU'J'~"i:Y~fl1~6tnlmJdn1~'1JtNfl\1f111 (Survival) lu.rn1::: birl1"~n"OJ 'iln~1
ei1u1-.;im,-~ei~Cfl~.:1~.:i ~.m1ifE.JeiCfl'll:E.:n"OJm1~Cfl~'1 mrn~.:i-ifu'l.:i UqJ'VIW.rn'V'l'1~ei.:i'VJ1.:im,-L'3u V11mfiCfl
.. ., ' ., .I .., ...
., .., ., I ., ...' ..J ~"'
'1fl1Uf\1'j'fll.Cfl.m~:11111~u".i:::~"1'1 bUf\1i'il.:l'J1'1'11'V'lel '1'11"E'l..JflG'j3-J'ilU'YfU~Ubb'LJ'j'b~~:::'ilU'VJUf1.:l'Yl'lJ1'1b11U 'Yll L'Vl
I.I l=ll D"' """ G I.I ,.. Y. I""' J 6l i.t o ~ ~ ~
'J1'11~U'11~<?l~"1 m'"l~111 b'JLYW.:lb~flUel~'Vl'Jel l~d-Jb~~ 'V'lE b'Vl~13-J11fl0::1'Vl",!,1~ b<?l b'\.i.1:::~:::nmUU61 '0JUfl11
I I
'OJ:::~u1nri'fin~1rn ~-:iq;ieimJ~u11mnuL'Vl~
Q> .I ~A o 111 ., ti ,;:;_
1.1.2 1f1Qu'J'~"i:Y.:Jfl1l'lflf11 l'J' ~~"'!~ (Current Profit Maximization) 1Vl~ 1:::~'1'1U
ili'ei.:im1n1L1"ij.:1'1Cfl ~rn'V'lfl~EJ.:i'VJ1.:m11L~u 'Vl1ei ~~vie:iubb'Yl'U'lum1~..i'YJ'1,1,Lu,-~~:::~'l,l,"l Lb'il~-ii'e:ioi1nCfl~c;rei-:i
'Vl'rl'!Jii-.:im1a.J#a..i~un"1lei-.:i~tl"1-.:i~m~:::iiluflu U1. ,-:::~'LI'rl'11!il1.:11 LYim~EJnfi1Vl'l,l,m1'11~1vtt~~~lileirnL'Yl'l,I,
~~.:J"l<?l mh:iv~1nlil1a..1 md"n1'VluCfl1'1i1~1.J1~"1-.:i~dm-.:i5le..i-n'ileim".i~1Lii.'1,1,1l".in'"l":i:::~:::m1
Q> -1 ~ d ' "' .I ,;,:f
1.1.3 1f1Qu':i:::"i:Y.:Jfl1'1'Wff1'Wfl':ifl.:J~m~ (Market Share Leadership) 1Vl~u1"~mf"IU'OJ~
Lllu1 'fi~tl ,-:::~-.:i '11.u,-::: ~::: m1 md"nl'Vl'l,l,<?l1"1f1!~u~111'~ 1-.:i :::~-.:i ~ ~1 Vii.;.~1urne:i-:i 'fi mCfl~.:JG! Cfl LL~:::ma..11.m
~Cfl~'U'VJU~.:IL~~l~lfl~1 ~
., I ~ d .:'I 'JI o 'JI
1.1.4 1~Qu'J'~ff.:Jfl1'1'161u'W'l'W1~1lJflWfll'Vl (Product Quality Leadership) fl11"fll'Vl'UCfl
1"1m~.:1LL~Cfl\!ii._i~rnm'l"i'llE'1~'U~11u,-:::~u~-.:i ~.:i-.;i:::vii1v.i.~~uni1,-~ei'Vlli1~\1.:1~1~ 1Cflm%'V'l1:::~u~1~
fi"OJm1"~e:i.:i-n-::'Y.!u1 um11~ ~Lb~:::~CNJU1Lua..11 n
1.1.5 1~q1h~"i:Y~tl1.t1m'J'ri111u~'J'1m'1m1w~~lJ"l Liu rn'Jril'Vl'Ulfl'rlfllb~eii1ei-.:in'U
m'J Lonl~'fi-n1 lfl'll E-:i ~ bL'll._i-ilu mTI'rn~1 L~fi mm 'll'l"ll ei.:iT! '11
uein~.n n~ei._i ~m".ifi)~1~'Vl1"1 ~ ~ ri11,- l'-:i~1If. ~tJ,-:::~-:i ~'Um1ri1 'VIUCfl'rlf'll~ Lb~ n~1.rn El n 1tJ bodu
' '
11._i'll'lmrn~ ~m'U~n'!f1 fi-::m,-mm,-~tJL.n'1 ~.:iu~Cfl._iii.:i~qi~1h:::~.:ifirn1fi1viu<?i'rlfl1b~e:iGi._i~3.l~ei'Y.!nflu
1.1 A cu A A ~ 1 1\A Vu l.I u II .J G
qie:i.:ia..1mTI'lJ'lJ":im1" "OJ\!fll'V\"vblfl'J: mlil'bb'fi'V'leJe:i~ ~~1"~m"OJ'fifil.:J G'(U'l.J~'tiU'lJ1-:J L'l"ie:im13.Jt...i1~"1J"lleJ-.:JtJ1"~'lf1nm
~e:i.:i'Y\1
o"r ,.. / o II o.d.d
1.2 nm;n11tr'JU111~trJJn11~1J1~ (Marketing mix strategy) fl1d"fll'Vl'\..b<?l'rl'11'i1l\l'11'1,1,'1fl'1
~~LLli.:i6ifuL6iutJ'l~nu~n~1~1~
2.3 airrrtnwwtJ{ (Suppliers) m13.1~1"1q,i'llE'1~-.J1'V1~"1t.11'111r:~u ueimn~mnrfUEl11'f11
1'<ilQ~lJ~~\lri'1e.J~1~~UYJU'!!El,,'!ft'U~1\1'1LL~1 ~niJ11Y-l'llfl,,'l111l~~lJ m1~~J1b~3-JmL~~md'ri\13.JPJ1J1'111~~lJ
'1... ... '..J " ...... ~ ... }f ... ~ '1 "' ..J ' ~ "'
L~q)d'\l'i113Jn1'VIU~ ~1ULL'i1'1'1r.i~ ~'Vl'l!Wt'JU'll~~'1'\.0'11\'J'1'llU.,.,1El!fl1fl'1 L~ LL~~'1\li:.Jr;<11Bm1n1'YIU~d'lfl1'1'\.l.'11
-.,. t ~ _,, ,._, i.11 I '-' - A I.lo I '-' A .J.-1 I ....J I I \1 tJ
111..:l'\.\'\.j, '1113-Jri~~UtinlJ ~'OJ1'VIU1 ti'l<iliJ~U'Vl"rnm73.J ~'OJ1'\llU1 ll'l<iltl(;)lJ'Yl l/1Ul3-1'1~ e.J~'i1Elf)1d'n1'VIUl/1dl '11 L~
L'llunu
" , .. .J " ~ "'~ '1. I v
PJ'flW~fJ EJ'1'Yll\lff:1'0Jl/1'0;l1'VIU1t L'Vlr1Umt:.r1wnn ~~fl'il LlJ t.1\1
I "' ' "' ..
2.4 (Resellers) nld'Lfftln11
., ' '
~u1lnflii:u
u
uBnnm7L~e:intl7~1.fl'YiLL~1-;jT1-rlU'llEJ\l~~l/1..j1~u1t.1Luu~.:iYi;.ei~~1ii..:ifi.:i
u
1wnrn~L~mnu
~~~-.l"'!viu1mV1~1d~ei~Ti1~'Vl1.:i~.:i~"OJ~'tcJi'~t:'OJ1nmT~1'Vlib1~Y:1.:imd''1l~1~
.. ~~t-1.\ nnr1V1u~11'11~mTi1
~-..i~'ll1t.1'l~nu~~~--l1'Vlu1t.1
u LL~~11'11~-..i~'t~~~~-;j1V1u1t.1"ll1~
u 'll1mi~ti~Ln"
u ~13.J~\li:-i~m~uriei'tVILn(;)
tJnfi7m'OJ1n~~~:oi1V1u1
\&J
dt~ ~uW.1~1 ~1Ju@i'ei.:i~.:id1'111~~~r;i:oi1V1'1-i1 ~~-:ivrn'"L-..iL~B-..i..lL'OJLVf'lnt1~u'11'l~
'tJ ti 'U 'II
I I II f
A ....C ._, A
1. n1'~~-:i11f11LLuuu1m~:J.JLtium1~-:i11mt~w1~rilii.VJi.utiiunru.ri m-;;i'lmntnm~:J.J
,nnr;rii.VJU mmvl:J.Jt~u'11\ii-:in-:iT1fl1"ll1rnL~~1YmL~:J.JLLUt1~n
1sit
2. nn~-:i11fl1 LLuu~1u-:iii-:i ~ruti1 Luu1nm13.1e:i.:io;;i1n~n~111 ~u~1!l~p;u.~1~:J.J1wn
'Vl1e:i'1.~
1PIQIJ1~D'.:Jfl
.., - J
2. e:inmum7~-:i71m LLuu~1it-:iii-:i~rufi1'1.~
~ULLU1"1"13-Jnu
4. fl'UfJ'U"l'JJJ (Total Cost: TC) 'V13J1E.Jfl\I iti'U'YJ'U.'1\l~U1n~U'YJU~ULLtl1 rn ~~lJn~nn3.11:::~u
.., ..t
'l'1'11"tl'l'l.J'VIU\I
TC = TFC + TVC
.... I I ., II
TFC
AFC = Q
5-18
TVC
AVC =
0
TC
AC =
0
:, v
fll1fl~11flllJ1flillflftU'JU (Cost-Plus Pricing)
Liium'l~\l71~nL'llt1mnJ1n-.j1u1uttle:i~L~\.bqj-.j1u1uV1rt.:1 t-ll'1nu<liu'Ylu"llei.:iflu~1'Vl~e:id1fl1'llfl-:J
'
aull1 fl1'l~.:l'l1 m 1ndUtla.J'lUn'OJ fl1'lfl16i'I LLntn'OJfl1'l~TLI ~fl LY-l71 ttie:i-:11 LUU~n~~, ti~ '!ill u~ fl1Tt..nn
d
'-i1U1ULU e:i7L;uc;lit'OJtGlfl'1'11\.b1nl.tl ~i.:ii1fl1\.bLVm 'l~~:i.Jnu~11.-H~1 tl'Yll.:1'111"'1 LL~t~1'li'~1 t1Yll-:Jfilfl3.J LLqj"ilt
" I
Vi'"l1m~1 mi~..:111'11
., 'l~ 2 m.h..:i ;;e:i m7~..:i11m1viE.J1J1n'11n i;fuYJU7'nm~:::rn,.~.:i71'1111?wJ1.nmiuY,Ju
~um..!1 ~.:iit
., y
I
~'U)01~ lJ~e.l~'il~~~l'l!'Ul?l'Vlrt..:i!i'11uVJU71~ 2001JWI ~el'V!U1E..1 ~~~'il~el..:Jn17~1U1J'm
,.,
15 x 200
= 100
= 30 'l.JTYl}
.... ....
2. lfAfl1f111A1111flfJ"UA1 (Markup on Selling price)
"
Pl'Jl'JriH 1J7'!ffitJcli'uVJU~~f]flU~1a.JlL~el"lJ1tJ 451Jl'YlqleJVIU1tJ n-1i;rE:J.:irn1~1urnmfJ:hl 10% "lJel.:I
71m"111ii 'OJ:::i;rE:J..:Jril'VIUl?lTlfl1"!l1E..ILYl1ll?l
.., ., J
'ilU'VJ'!.-O~'\.l.'11YlJ.m.J = 100 -10 = 90%
,., ~ ., ...
I
I
10 x 50
~.:i'OJ:::'1.@1~1uu1mVi3-1 = = 5 rn'Yl
100
V11e:if'i1wmuL'l.J'l.Jli'w'lfflrn'il L~~-:id
m.Ja.1q;'r1fl1'll1E.J Lllu x u1'YI
" 90 90x
'tl1E.J x 'l.J1'YllflU'VJU xx = - 'l.J1'YI
100 100
90x
100
= 45
45
x = x 100 = 50
90
= 50 'l.Jl'YI
9i''JtUh'I 'l.J~MYl~IN~'ilLi'qJU'YJUnl":ilN~<;)
27 tJ1'V\qJeJV1ibt1~IN~'il<ifv\Jnl'l~1Utl1m~:i.J10% "llel\J
'llfl1"111E.J ~-:i~ii. "l:;"111E.JifU~1LU11Ti1 27 + 3 = 30 'l.J1Yl bLa~-:iL~~\Jd
I
V ~ A
'
AIJ'
11fn'lJ1~ = 'il'l-LY:'\J, + 1".-l.'lJ1nLY-13-J'Yl'i1l.:!rl11
27 x 100
:;::;
90
= 30 '!Jl'YI
27 x 100
11~Y1'lJ1E..! = ;;;;; 301:1'YI
90
.,
,
.. .;
't'li:mnflflflll111.t811Ul'11::118.:I 5.2.1 lli.11
... '
1.tllit1fll"iftflll111WUIYI
..
I I ~
'TtmTTULUinnnT7'Yl3-Jl.:lfl.:l~ruf!1'YI ~
A..::ii ...
... -..... ..I d J ~
A I 1': L~it: LiJ\.bmru"Y1'1~t13-Je::J..:io;;i1rn:111lJ1"lle::i..:ifJmn 11~um
e::i
IJCJ c;I: ..... II 9J I 21
~PA11i~~i\ln~1n1V1i..i.~:1.J1 V11nyL3J~3-Jn~~"'Yl,,.
.d Aid .d c:l _,....J. .... I ~ I " ') I I _,, ' ... Lf
e:imn'VIU.:JLiJ'IA.11!'Y1L1tlf:11 Value-in-use Pricing 'il.:l11'11'"l1n~tiun L'hff!"H"lf ~nm.11.:J'llfl.:l'l.J'l'l!l'Vl
, ,J.d V .ct.cl - d
"1U~'3fl'Y13J11fl1 2 11ffl ~1Y:11JLfl:l.JY:"1i1U 3-J":1'11:1.J1mTii,;, LL~~11fl15'3'1tl.L.~1'Y\(;}fl11 fle:J 100 ~o!.leii..i.~
I .. I '
'"'4 adl .. -i
....
LL~~ 105 qjmJe:J'IJ.~ ~fo~
fJWl:UJUVI
... 111JtJillf11fl'U uuu Premium
.....
fJWfllTll\'UJ
~
~.:iiXu ~u~lnfl~L~e:in../u
w , .. Premium l~ fltufJ1L~3J
5 qlm.Jm~~
'Vl~el~1el ~1-l"l!El.:ILL'Yl'JnL'ile:J~ rl'1e:i Caterpillar~ ~~El ~flLU71fl1100,000 LL~~rn'11~ ~~fl~lli ~\I
1.:i 110,000 L!lmt1~E.JrnVit111nrnL'Vl'mL'ilt1i-ne:i..:i~LL'il.:1~"111E.JLu'Tifl1 90,000
' I I '-'
1"1fl1LL'Vl'Jf1L'i1El1""lltl.:l~LL'll\l'il'l.I. 90,000
~lml~fl.:ll'litn')l'iltl.:I Caterpulla 7,000
6,000
I A '
...... I
m"11i.:imium1"i'Yl~m1 5,000
rm11..JiJ-.i::ni..b~U1Un11 2,000
,1.J~fJl".i1.1-J 110,000
"
-10,000
'Tifll"111tl"llEl.:I Caterpuller 100,000
~q) LL'OJ~l "tlflltl\ln1".i~\l'TI~11 LLllll~Tit.:11.:i~ru~1~ ti n1'J~-!1.:im1-luiii..:i ~ ru'11LUfl11 3-Ji~nitn~~
"lle:i..:i~u~lnfl mii~E.J'ilm~'"l~LUULfl~El..:i~e:i~Lflunnv11flrn~1Lumnui'lle:i.:i ~tf~lnfl
1nm'lm~u~~.nru~rn~h~~u71i fl'luim"OJ'Yi1l~~..:1~1e:i ~w1i fllt1d
u1-1~~~111~tlmrn4.wvh 3 LLvl\I AB LLfl~ C ~~'llffi<11.flWYJ1 ui~ A 'fi't1..:1m7 ~\l'Tifl1 ITTCil~
lv.Jw1'il1a.i~ru~1"0J1nmnui-ne:i.:i~u71ifl (Perceived Value) 11i~ma.i1"7n'Yi1...l'i1~-:id ..,
~..- .. I ~ t' AA.. g,,,I( I
1. "'J1inl1u1~1uU11R11fltJ1IH (Direct Price-Rating Method) 1!i'Ue:Jl'OJCill.1-J~'lfElq]7-l11'J1fll
L'lfuL~m nu "ll'\ti11111P11tm
.,
.,I .. '
~nl.fn LYltil..inlJ fllL,;\~ E..I
I . =
25
= 0.76
33
., .,"' ....
I
..
1/1\IUU La-ltl LY! tltlnlJ11fl1L,;\n ti
., ...
I
..
0 .., 0 u
'U 111 'Mflfl1 UJ'illf'lty
A B c
25 40 40 20
30
......
'
miin.f.1L'lfElt1El
'
33 33 33
30 n1'7~\ll~-:l 50 25 25
15 ~rn.nwm1w7m~ 45 35 20
(Perceived Value) (41.65) (32.65) (24.9)
tl'1'V11nrmu~livi~.:i11f111nd
'Vlnuilivin-:;;i:;vrnh 1um1"ll1rn~11~~-:i11f11~3.Jnuflru'11
V11n~..:111f11~.:in-11flru.'11ri'W~1m~ti
\j
ufl~Ii'1i.~ua11m~1n-:i1flrufi1~1~~u
L'JJ1n-oJ:;L~a1uf11e:i-i
'ilfl1(;)3.J1nm1f11 Lv.~ ti L~11:; ~uiln
.. fl-.:it~~n'OJ~
<II 1~~uf11ii flru.'11
Lfiu11f11
A' A
' - . . ------
,,'-- A
50
' ''
,,
40 ' '
,, '
30 ,,'
,'
'
,, '
20 ,,
,,
10
' I I I
, 4 .ct .q -11!14
imu1m1no-w1'Hi,ru.1'JI s flf'IU'JI s.2 &'itH'fl s.2.2
~i.t1
~
'ilm<i'I 1ntt~uu~uiu;i..i 1ur:-ffit~mwn <i'ith::::;i..i1rnf.u'VIU'Yi1I.~m n V11ei'11<i'l'!.h:::;i..i1rum1 'il'El'IJtiif~1n~
~ ~
I ..,, ~ T 4l'i ,. I I ""' _..... J ""' I - ""' 61 JJ
bb"ll.:l'I!Umn fl11"'il-:J1"1 m b<i'l~fl1U'lrnirJW1l'IEJmilVIU'I L":i~.m11 n11u1~n1Y111A1 (Sealed-Bid Pricy) :J..ln blf
'} a.d..a ~SI I .,, J - ...i. \1 I.I '-" lf.
Lumru'Y1:i.Jfl11"'!.h::::~'fl.:11u'Yl'il~\JLL"ll.:i"llu "lf-:imm1rieiBlJiE.J'rlm1::::mE.J<i'I b<i'l<i'l-:JU
" ""
II r P 7
r IV 4 " .illfl
Q..f ..q p ru Q.I
1. f111fl.J1lA1 'Hl111tJVf111'11'3'1JU'H18f111P1'311f11tnBW'lffJ!ftUf11'111'11'3'fl'U (Pricing to Meet Com-
. fU
~1~:J..i LUU~U
1.2 'l1m 'llei-:1 l).; ~'ilnrn.;JiXudJu~i~mL~~ E.Je:i;i..i1'unuEJ ~ bL~1 L"llu V1it-:i~ei~;i..i~,-1 iu1u
.,
~tJlJ~:::: 8
., ' ff i ,::; J. ""' . I ' .!'ii "'
1J1'Y1 fl<1l'rl'11'!fa..l.fl1'1".J~Wil1"llel'I L~'l.f11'1".JE.JU'i1";6lf'UVIU'1 El'il'rlm ~ E.J'f!1Tiflu":i::::"ll1'Y11'1 buU Cil'\..b
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Kotler, P. (2000}. (The Millenium Edition}. Marketing Management. NJ.: Prentice - Hall.
Kerin, Roger A (1998} & Peterson, Robert A Strategic Marketing Problems. 8th ed. NJ.: Prentice-
Hall.
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3. Carrefour 11 3
1. Max Auto 34
2. Office Pro 3
3. Marks & Spencer 4
4. Office Depot 4
5. Power Buy 35
6. Watson 50
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6-32
Customers
demand
Field centers
Sources: Regional
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plants Warehouses:
stocking
vendors stocking
points
ports points
Supply -' .
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t
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l
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1 costs
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purchase Transportation
Transportation
costs Inventory & costs
costs
warehousing
costs
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Levi L~n'111't11.u'V11X.:i~e:i Designing and Managing the Supply Chain 11 nD 3 -ife:il'UL'Ylflilflm'l
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3
David Simchi-Levi. Philip Kaminsky, Designing and Managing the Supply Chain, Concepts, Strategies .
and Case Studies. Irwin McGraw-Hill 2000
4
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itqiEJm'j MBA "ft1~1J~ 16" i~n::~nnmJrt! Supply Chai'l Management '11 h1-~f1~eJ'Ylf!eJ3J u~li'Yl~eiu7'!'4
-;S1n~ 2543
U<ilEJffl'i Brand Age Volume 2 Issue 2 February 2001.
Devid Simchi-Levi, Philip Kaminsky. (2000). (Edith) Simchi-Levi Designing and Managing the
Supply Chain, Concepts, Strategies, and Case Studies Irwin McGraw-Hill.
Philip Kotler. (2000). Marke~ing Management. The Millennium Edition Prentice-Hall Internation,
Inc.
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