链勇4经降餐多大孝 营销学原理 how to assess/respond to competitors'price change Essential Concepts .skimming pricing vs.penetration pricing product mix pricing strategies(product line pricing,captive-product pricing,etc.) adjustment strategies initiating price changes ways to assess/respond to competitor's price changes Text Chapter and Supplementary Materials Chapter 11,Appendix 2,Kotler&Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 2(a-c) Issues for Discussion: 1.What do you think about the price war of air-conditioner with approaching of the hot summer?Is it reasonable? 2.Do you agree that pricing is the most effective tool of competition in this industry? 3.Can you imagine any disadvantages of such kind of price war? Case Analysis: "Circuit City:Selling Used Cars like Stereos",Principles of Marketing 9hed. Ouiz 4 (for Sessions 12-13) Session 14 Distribution Channel Designing and Management Time required:2 hours Objectives Requirements Be aware of .roles of distribution channels the channel design process management of channel system Essential Concepts the roles of distribution channel Product Complexity Grid marketing channel functions flows in distribution channels Vertical Marketing System(VMS alternatives of channel width Text Chapter and Supplementary Materials Chapter 12,Kotler Armstrong,Principles of Marketing 9 ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1 (a-d) Issues for Discussion: L.What happened between Gome(国美)and Gree(格力)？ 第10页共14页营销学原理 • how to assess/respond to competitors' price change Essential Concepts • skimming pricing vs. penetration pricing • product mix pricing strategies (product line pricing, captive-product pricing, etc.) • adjustment strategies • initiating price changes • ways to assess/respond to competitor’s price changes Text Chapter and Supplementary Materials Chapter 11，Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 2 (a – c) Issues for Discussion: 1. What do you think about the price war of air-conditioner with approaching of the hot summer? Is it reasonable? 2. Do you agree that pricing is the most effective tool of competition in this industry? 3. Can you imagine any disadvantages of such kind of price war? Case Analysis： “Circuit City : Selling Used Cars like Stereos”, Principles of Marketing 9th ed. Quiz 4 (for Sessions 12-13) Session 14 Distribution Channel Designing and Management Time required: 2 hours Objectives & Requirements Be aware of • roles of distribution channels • the channel design process • management of channel system Essential Concepts • the roles of distribution channel • Product Complexity Grid • marketing channel functions • flows in distribution channels • Vertical Marketing System( VMS ) • alternatives of channel width Text Chapter and Supplementary Materials Chapter 12，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – d) Issues for Discussion: 1. What happened between Gome (国美) and Gree (格力)? 第 10 页 共 14 页