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The Marketing Mix - Product Reading 6 (Product Planning Detail (, , , , ,…
The Marketing Mix - Product
Reading 6
The Maketing Mix
4 P's
Place
Promotion
Product
Price
7 P's
Promotion
Price
Place
People
Product
Physical Evidence
Process
Product
3 Levels of Product Benefits
Actual Product
Installation
Core Product
Term used cover services
, ideas and pysical goods
Packaging and Design
Branding
Specify a products development
After care and support
Dibb et al. (2016)
Four Types of product
Convenience
Shopping
Speciality
Unsought
New Product Delvelopment
5 Step basic product development
Crawford & Di Benedetto (2014)
Concept/Project Evaluation
4 Development
Concept Generation
Launch
Opportunity identification & selection
Kotler & Armstrong (2016) and
Dibb et al. (2016)
New Product Development
Idea Screening
Concept Testing
Market/business analysis
Product Planning Detail