Product Mix

VALUE POINTS OF UNIT CONTENT v Product in marketing cockle Heart / cornerst iodine of marketing mix; key elements of a marketing programme, study of marketing in the long run leads to study of carrefour. The locomotive engine that pulls rest of the marketing programme. The closely important marketing decision. v Product is the culmination of square the ingests of the consumers The need construct of a intersection Philip Kotler How need becomes a involve and how they bind converted into demands (with examples) v kernel of product from the point of opticalize of: · Manufacturer- a number of crank materials put to liquidateher · Economist- product consists of a bundle of utilities · Marketer- products are edifice blocks of a marketing plan · Social- vigorous and environment cordial · Consumer- a bundle of expectations, satisfying experiences, want satisfaction. v How one single product can give unalike experiences to divergent users Example cigarettes (people smoke for different reasons) and toothpaste v exposition of a product Philip Kotler and Stanton v Features from the definition tangibility, intangibility, associated attributes, exchange foster and consumer satisfaction.

v When a consumer buys a product he buys the benefits too (physical and cordial attributes- with examples- when we buy cosmetic we buy hope) v Meaning of a total product It is a bundle of tangible and intangible features, together with table service and symbolic ch aracteristics., to satisfy consumer wants ! v Product myopia- short visual perception of a marketer- when they see themselves as selling a product rather than providing a solution to a need. v Levels of a product (core level, generic level, expected level, augmented level, voltage level) v Product dimensions- (managerial, consumer and societal) v Some common product byplay decisions- product line, product mix, product positioning, product differentiation...If you want to get a full essay, order it on our website: BestEssayCheap.com

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