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Commercialization - Coggle Diagram
Commercialization
The product
The meaning of product
In a very narrow sense, the product is a set of physical and tangible attributes brought together in an identifiable form.
According to our general definition, the product can be a
service, place or idea.
Product Classification
According to its durability or according to how
tangible be
non-durable goods
durable goods
Consumer goods
Common goods
basic goods
emergency goods
Comparison Goods
The Uniform Comparison Goods
specialty goods
Consumer goods that the customer does not know
industrial goods
Materials and parts
Raw Materials and Manufactured Parts
Capital goods
Product Life Cycle
Product Introduction Stage
Growth Stage
Maturity Stage
Market Modification
Product Modification
Modification of the Marketing Mix
Product Decline Stage
Reasons for decline:
Technological advances
Changes in consumer tastes
growing competition
At this stage managers have to make very important decisions when
identify the aging of products:
• Keep the brand unchanged
• Mowing the product
• Withdraw the product from the line and from the market
The Product Line
Decisions on the Breadth of the Product Line
Decisions on the Extension of the Product Line
• Downward Extension
• Upward Extension
• Extension in both directions
Decision on the Product Line
Decision on the Presentation of the Product Line
Product Mix
A company's product mix can be described by its breadth,
length, depth and consistency.
to. Mix Components
• Leading Product
• Product of Attraction
• Stability Product
• Tactical Product
Introduction to Marketing
What is Commercialization or Marketing (Marketing)?
"Business function that involves market research, product development, pricing, communication, promotion, sale and
distribution of products and services
The Managerial Task in Marketing
The commercial or marketing management process includes the following steps:
• Plan business activities.
• Direct the execution of plans.
• Control these plans.
What is the Market?
A market is people or organizations (group of people) with needs to satisfy money to spend and the desire to spend it.
How is the market formed?
Clients, Producers and Product
The price
Price Meaning
It is the amount of money or other useful objects to satisfy a need that is required to acquire
a product
Utilities Oriented
Achieve Target Performance
Maximize Utilities
Sales Oriented
Increase Sales Volume
Maintain or Increase Market Share.
Situation Oriented
Two closely related goals: stabilize prices and deal with competition, are the least aggressive goals. With them the only thing that is sought is
simply maintain the current situation of the firm, that is, the status quo. When one or the other is sought, it is a matter of avoiding price competition.
The promotion
product promotion
A company's total marketing communications program - called
your promotional mix-is made up of the specific mix of advertising,
sales promotion, public relations, and personal selling using the
company to achieve its advertising and marketing objectives.
Advertising
It is the use of paid media by a vendor to inform, convince, and remind consumers of a product or organization.
powerful promotional tool
Making decisions about advertising is a process constituted by five steps:
• Determination of objectives
• Budget decisions
• Adoption of mmessage
• Decisions about the means to be used
• Evaluation
Sales Promotion
Sales promotion covers a wide variety of incentives for the short term -
coupons, contests, discounts - whose purpose is to stimulate consumers to trade and sellers of the company itself.
Consumption promotion instruments:
Samples, Coupons, Cash Back (or Rebates), Promotional Packages (or Discounts), Prizes, Customer Rewards, Point-of-Sale (PPV) Promotions, Contests, Raffles, and Games
public relations
Public relations consists of establishing good relations with the various audiences, which involve favorable publicity and the creation of a positive company image; they imply the determination of objectives, the choice of messages and vehicles, the implementation of the plan and the evaluation of the results.