Scribd Logo
Upload

Welcome to Scribd!

  • 2 views

    Chapter 1 Marketing Mix Product

    Uploaded by

    newempir11

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Chapter 1 Marketing Mix Product

    Uploaded by

    newempir11
    2 views33 pages

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2 views33 pages

    Chapter 1 Marketing Mix Product

    Uploaded by

    newempir11

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 33

    The Marketing “Mix”

    The Marketing “Mix”

     a combination of factors that can be controlled


    by a company to influence consumers to
    purchase its products.
    The Marketing “Mix”
    Marketing Mix – 4Ps
    The marketing mix elements that make up an
    organization’s marketing program:

    1. Product
    2. Promotion
    3. Price
    4. Place
    These are management decisions,
    controllable factors
    Marketing mix:
     Product – what type and range of products will you
    sell?

     Price – what price will you set for your products?

     Place – where will you sell and how will you


    distribute your product?

     Promotion – how will you effectively target your


    market?
    The purpose of marketing

     Marketing objectives are the goals that the


    firm sets to allow it to achieve its
    objectives.
     Product is the most important element.

     Big companies have R & D departments to


    develop new products and analyze the pros
    and cons.
    What is a Product?
    There are 4 general categories of
    ‘products’:

     Good Can you think of


    an example for
     Service
    each category?
     Place
     Person
    Goods
    Services
    Place
    Person
    Tangible & Intangible!

    What is the
    difference between
    TANGIBLE &
    INTANGIBLE?
    Product Development
     Traditionally, a product’s unique features and
    quality were explained by the seller who made
    the product.
     However, since products are usually sold in
    private retail shops nowadays, these points
    need to be projected differently.
     Products therefore need to be branded with a
    unique brand name.
     The price of branded goods are usually
    higher, since customers are more confident
    to buy them.
    Here are things that are involved with
    branding:
    Packaging

    Packaging perform several tasks:


    Packaging
    The Product life cycle
     It shows the stages a product go through from
    its introduction to its growth, and then to its
    decline.
    The Product life cycle
    The Product life cycle
    The Product life cycle
    Extending Product life cycle

    When a good product has reached its maturity or


    saturation stage, a business may adopt extension
    strategies to stop sales from falling which extends the
    product life cycles. Sales are given a boost by these
    strategies:
    Extending Product life cycle

    Nevertheless, it must be noted that businesses manufacture more


    than one product. They should have a product in growth stage to
    counteract an older one which is declining.
    End of volume 1

    You might also like