Marketing REVIEW Please note that these slides are not an exhaustive list of all that we have discussed in the class so far These slides are a collection of some of the key points around which our class discussion has centered Product Decisions Product Concepts Product Items Lines Mixes Pros Cons of carrying multiple products Line Expansion Contraction Brand Equity extending brands preventing commoditization Branding Strategies Matrix Private Labels Store brands New Product Development Strategic importance of new products Steps in New Product Generation Idea Generation Idea Screening Concept Testing Product Development Market Testing Commercialization Consumer Adoption Process Diffusion of Innovations Product characteristics which aid hamper diffusion Product Life Cycle PLC Stages Characteristics of each stage consumer behavior competitive activity marketing spend price profitability Distribution Decisions Marketing Channels Degree of distribution Intensive Exclusive No of Channel Members Direct Indirect Push Pull Demand Generation Retailing Key Characteristics which define Retailers Ownership Type Level of Service Product Assortment Price Turnover Rate Major Types of Retail Operations Turnover Rate Retail Economics