PKG101_FS08_Intro_to_Pkg_1_Outline

PKG101_FS08_Intro_to_Pkg_1_Outline -...

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Introduction to Packaging   (The Role of The Package in Marketing ) 
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PACKAGING OVERVIEW Times Have Changed The Consumer  The Retailer  The Supplier  The Brand Owners  The Value Chain Packaging Has Changed! Packaging is  making more of  a difference  than ever  before and is  the new value  enabler!
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The 4 P’s of Marketing  Marketing 101  Marketing 800 PRODUCT, PRICE, PLACE,  PROMOTION
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Four Ps -  Marketing mix Early 1960's, Professor Neil Borden - Harvard Business  School, identified a number of company performance  actions that can influence the consumer purchase  decisions – Marketing Mix Also in the early 1960’s Professor E. Jerome McCarthy -  Harvard Business School,  suggested Marketing Mix  contained 4 activity set elements:  product, price,  place, promotion.   Typology become universally recognized, the Four Ps,  have passed into the language.
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Four Ps -  Marketing mix In popular usage, "marketing" is the promotion of  products, especially  advertising   and  branding Marketing term has wider meaning which recognizes that  marketing is customer-centered. Products are often  developed to meet the desires of groups of customers or  even, in some cases, for specific customers.  
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Four Ps -  Marketing mix Product   :  specifications of the actual goods or services,  and how it relates to the  end-user 's needs and wants.  Scope generally includes elements such as warranties,  guarantees, and support.  Pricing   process of setting a  price  for a product,  including discounts. The price need not be monetary - it  can simply be what is exchanged for the product or  services, e.g. time, energy, psychology or attention.  Promotion   :   advertising sales promotion publicity and  personal  selling, branding and refers to the various  methods of promoting the product,  brand , or company. 
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Four Ps -  Marketing mix Placement  (or Distribution):  how the product gets to  the customer; for example, point of sale placement or  retailing . Refers to the channel by which a product or  services is sold (e.g. online vs. retail), which geographic  region or industry, to which segment (young adults,  families, business people), etc.  7 Net: The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model .
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Seven Ps -  Marketing 800 Seven Ps – “Extended Marketing Mix” beyond Product,  Price, Place, and Promotion: People   Any person coming into contact with customers  can have an impact on overall satisfaction. Sales 
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This note was uploaded on 02/09/2009 for the course PKG 101 taught by Professor Haroldhughes during the Spring '08 term at Michigan State University.

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PKG101_FS08_Intro_to_Pkg_1_Outline -...

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