Procurement 5830 Pricing

Class: Procurement 5830 Pricing

Instructor: Chatterton

Agenda Workshop 1

Source: WIRED APP Guide “413 Essential Tools”, February 2013

Otter Box Advertisement: Simple Search Good with low relative cost of search association with determining product attributes. Otter Box advertisement aims to initiate the buying process by touting the products standing among its competitors; touts #1 selling case for smartphones rating via NPD Group. NDP Group provides marketing information and advisory services to help clients make better business decisions. Ad frames both economic and psychological benefits. For the magazine’s tech savvy audience, the ability to protect/safeguard your electronic devices is of the utmost importance. The additional caption, “Protection for what’s next”, is used to bridge the monetary and psychological benefits sought by potential consumers. Not only are we #1 in providing protection for your phone, buying our product makes you: Cool/Trendy/Fit/Beautiful/Rugged/Muscular and more Fun to be around.

Source: Los Angeles Magazine, January 2015

Infiniti Q50S Advertisement: Simple Search Good with low relative cost of search associated with determining product attributes. Infiniti opens the spot suggesting they don’t have to brag about their product because others are doing it for them. They fail to identify who but indicate, “Independent” testers found the Q50S has more power, better overall handling and cornering performance than the BMW 335i. Ad uses the BMW reference as a value bench mark to increase perceived value by linking their product to “know” quality.

Source: Los Angeles Magazine, January 2015

Children’s Hospital Los Angeles Advertisement: Complex Experience Good with high relative cost of search associated with determining product attributes. The ad speaks directly to differentiating attributes with the caption, “A grown-up hospital is no place for a kid”. Most consumers remain outside of this buying...