MKC2610 Lecture Notes - Lecture 1: Product Lifecycle, Brand Management, Product Design

• School: Monash University
• Department: Business - Marketing - MKC
• Course: MKC2610
• Professor: Yongfu He

Document Summary

Learning objectives: understanding of current retail environment in australia and overseas, study global forces and local marketing trends that affect retailing strategies in domestic and international markets. Issues considered with exporting and importing product and retail brands: positioning and branding global and international market, functions of brand management. Marketing: marketing mix (4ps, product design, price, promotion, place. International marketing: differences between domestic marketing and international marketing, marketing environment changes customer, products, promotions. Retailing: function or considered as activities to place merchandise made elsewhere into consumer hands, last step of the distribution channel to make the transaction happen. What is retailing and why is the undergoing change: environment change porters five forces, eg; globalisation (competition environment), technology (rapidly advancing processes) Why global marketing is imperative: for a competitive advantage, retailer needs to be active in the global economy, maintain a strong brand and adopt an effective strategy. International product cycle theory: extend product life cycle.