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The Marketing Mix (product) products - Coggle Diagram

- - - - Most innovation
        
        Less risky
        
        Cheaper
        
        Incremental
  - - - Intensive distribution
    - - Selective distribution
    - - Exclusive distribution
    - - How diff types are distributed
- - - - Customer
        
        Response
        
        Kotler & Armstrong p.78
  - - - Creation, communicating, delivering value
        
        Customer
        
        Acquisition
        
        Maintenance
        
        Growth
- - - - Promotion
      - People
      - Product
      - Place
      - Price
  - - - Product
      - Place
      - Price
      - Promotion
      - Process
      - Physical Evidence
      - People
- - - - New Product Planning
      - Idea Generation
      - Concept Testing
      - Market/Business Analysis
      - Product development
      - Test marketing
      - Commercialisation
- - - - Market oversize estimation
      - Disregarding market research
      - Product development costs
        
        Higher than expected
      - Poor product design
      - Incorrect positioning
      - Unsuitable launch timing
      - Inappropriate pricing
      - Poor promotion
      - Aggresive competitors
    - - Growth rate unsupportable
      - unachievable claims
      - Product limbo
      - usage not understood
      - Revolutionary
        
        No Market
- - - - Sharp & early
    - - Well conceived
        
        Well executed