1. MKTG 205
Unit 4
5 week format

2. Agenda
• Unit 4 Discussion Board
• Unit 4 Individual Project
• Pricing Strategy
• Promotion Strategy

3. Discussion Board
Thus far we have developed a quality product and made it
available to end users through an effective distribution system.
Now it’s time to price the product.
Main Discussion Post: Due by Sunday
•Develop a pricing strategy for your chosen product/service.
•Discuss what factors will impact your pricing strategy.
•What pricing method would you use for your product/service
and why?
•These two questions require research using the textbook
(Chapters 13 & 14). No other resources are required. Citations
and a reference list are required for this post.
•Your main post on the discussion must be submitted by
Sunday. The post should be 2-3 paragraphs in length (or at least
250 words)

4. Discussion Board Response
Interactive Responses: Due by Sunday
Please respond to at least two other student postings by addressing the following:
•Do you agree with the factors identified? Why or why not?
•Suggest a price adjustment strategy that could be used for this product when sales
growth slows down for this product/service in the future.
– Each reply should be one paragraph in length (or at least 75 words) and
must be substantive in nature. Do not simply say why you agree or
disagree, specify why and be detailed in your explanation. You may use
research in your responses but it is not required.
•Your replies to at least two other student posts must be submitted by Sunday. Each post
should be 1 paragraph in length (or at least 75 words)
•In your own words, please post a response to the Discussion Board and comment on
other postings. You will be graded on the quality and interactivity of your postings. If you
complete all of your posts at one time, your participation will not be considered
interactive. Use of unoriginal text and excessive quotes indicates a lack of comprehension
and shows that you may not have mastered the concepts.

5. What questions do you have
about the discussion Board?

6. Individual Project
Reading Assignment: Kerin, chapters 13, 14, 18, 19 Assignment Type: Individual Project
Deliverable Length: The body of the paper should be 6-8 pages Points Possible: 150 Due
Date: 4/15/2012 11:59:59 PM CT
• Over the past three weeks you have successfully navigated the marketing process. You have
an understanding of your customer needs and the marketing environment through
research. You have developed a marketing strategy and begun development of the
marketing mix including your product or service, its price and how it will be made available
to your target market. Now your promotional decisions can be made based on these other
elements in order to communicate your position to your customers.
• Over the past three weeks you have developed most of the components of a marketing
program for your product. Now it is time to add the last few sections. The final plan should
include:
• •Definition of marketing (U1 DB)
• •Introduction of your product/service (U1 DB)
• •Situation Analysis - marketing environment forces impacting your product/service (U1 IP)
• •Marketing Strategy - target market(s) and positioning (U2 DB & U2 IP)
• •Product/Service overview and strategies to consider (U3 DB)
• •Pricing Strategy (U4 DB)
• •Distribution Channels (U3 IP)

7. Individual Project Continued
You will now add the Abstract, Introduction, Conclusion, and the
Integrated Marketing Communications Mix, including:
•Overview of integrated marketing communications
•Promotion Mix Strategy - explain if you will use a push or pull strategy
or both and why
•Message Strategy - decide what general message will be communicated
to your target market across all promotional tools
•Promotion Mix - choose at least three (3) promotional tools
(advertising, sales promotion, personal selling, public relations or direct
marketing). For each include:
• Why this promotional tool was chosen.
• Which forms of the promotional tool you will use and why (for example,
in advertising you can use TV, radio, magazine, etc. and in direct
marketing you can use direct mail, telemarketing, catalogs, etc.).
• Discussion of how your message strategy will be implemented using this
promotional tool and the execution style.

8. What questions do you have
about the Individual Project?

9. Betty Crocker Through The Years

10. Brand Alphabet

11. Pricing Strategy
• Penetration Pricing
• Competitive Pricing
• Cost Plus Pricing

12. Questions about Pricing?

13. Promotional/communication Strategy
• Promotional tools
– Advertising
– Public relations
– Personal selling
– Sales promotion
– Direct marketing (different than distribution)

14. Questions about
Promotion/communication?

15. Thank you for your participation.
Have a good night.