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Marketing Mix (Product (Tools (Packaging (Attention (Ovals & circles=…
Marketing Mix
Product
Tools
Shape
Color
Size
Logo
Packaging
Attention
Ovals & circles= feminine shapes
Edges and corners= masculine/violating shapes
Buy
Protection
Name
Terms
Trade dress
Just Noticeable Difference
New products types
Modifications
Line extentions
Major inovations
Primary Demand
Minor innovations
Institutional demand
New product Techniques
Product refinement
Product churning
Parallel Development
Price
Value
as your customer defines it
at the right price
Quality
Product types
Actual= what the product is
Augmented= what else comes with
Core= what product does
Types of markets
Monopoly
Oligopoly
Monopolistic competition
Pure competition
Promotion
AIDA
Attention
Interest
Desire
Action
3 Barriers
Selective Attetion
Selective Retention
Relevance
Repetition
Selective Exposure
Promotion Mix
PR
To increase exposure
To add credibility
Sales promotions
To encourage trial use
To reinforce messaging
Advertising
To inform
To activate
Personal selling
To answer questions
To close the sale