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Chapter 6 Marketing mix I: Product and service (PRODUCT & SERVICE…
Chapter 6
Marketing mix I: Product and service
PRODUCT & SERVICE
Product
anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need and want.
Service
product that consists of activities, benefits, or satisfaction and essentially intangible and does not result in the ownership of anything
Classification
consumer products
shopping products
specialty products
unsought products
convenience products
industrial products
materials and parts
capital items
supplies and services
organizations, persons, places, and ideas
organization marketing
person marketing
place marketing
social marketing
level of consumer product
PRODUCT & SERVICE DECISION
individual product decision
products and services attributes
quality
TQM
return-on-quality
quality level
style and design
features
branding
packaging
labeling and logos
product support service
product line decision
product line length
line strecthing
line filing
product mix decision
product mix width
product mix length
product mix depth
consistency
NEW PRODUCT DEVELOPMENT PROCESS
steps in the new product development process
idea generation
internal
R & D
external
distributor
competitors
idea screening
concept development and testing
product idea
product concept
product image
marketing strategy development
business analysis
product development
product development
product testing
test marketig
commecialisation
systematic
team based
customer centered
ADDITIONAL PRODUCT ISSUE
product decisions and social responsibilities
Regarding new product
companies dropping products
services marketing
what product and services to introduce in which countries
standardization vs customization
packaging and labeling
customs, values, laws
PRODUCT LIFE CYCLE