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Summary Brand and Product Management Lecture 6 $3.19
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Summary Brand and Product Management Lecture 6

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Brand and Product Management Search for my bundle, can't upload them separate for less because of the minimum Stuvia has to earn. Bundle with all 7 lectures and all required papers is 8 euros!

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  • January 13, 2018
  • 18
  • 2017/2018
  • Summary
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REMAINING PART OF LECTURE 5

,PROMOTIONS

Benefits:

 Effective price discrimination
 Power of product experience

Drawbacks:

• Decreased brand loyalty
• Increased brand switching



Price discrimination: different price on website
versus apps or different target groups see different
prices. For instance: Student price versus normal
price.

Price promotion: not necessarily lowering the
price, but you are making it more accessible; can
be price, can be products for free

Decreasing brand loyalty: decreasing reference price after promotion, not willing to pay premium
price anymore

, Loyal segment:

Price promotion have negative effect on price sensitivity
Non price-promotion have positive effect on price sensitivity

Non-loyal segment:

Price promotion have negative effect on price sensitivity
Non price-promotion have negative effect on price sensitivity

Price promotion we will likely reduce price, response will be more quantity sold.

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