Week 8 - Product: Introduction Week 8.1 Today's Agenda: I....

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Product: Introduction Week 8.1 Today’s Agenda: I. Finish Positioning II. Product: Intro III. Product: Branding Figure 1.1: A Simple Model of the Marketing Process Weeks 1-5: Marketing environment; Marketing information; consumer behavior Weeks 8-15: The Marketing Mix (4 P’s) Figure 7.1 Three Levels of Product a.k.a. Total Product Concept (TPC) Figure 5.4: Maslow’s Hierarchy of Needs Decisions driven by: Customer Behavior Mktg Information Microenvironment Macroenvironment Strategy Types of Consumer Products: -Convenience -Shopping -Specialty -Unsought Other “Products” Industrial products Organizations: For-profit (businesses) and nonprofit (schools, churches, etc.) People (“Persons”): Politicians, entertainers, pro athletes, doctors, lawyers, etc. Places: Tourism, country-of-origin, immigration, etc.
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Ideas (social mktg): Public health campaigns, environmental campaigns, family planning, human rights, etc. Three Levels of Product Decisions
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This note was uploaded on 03/29/2008 for the course B A 303 taught by Professor Coupland during the Spring '08 term at Pennsylvania State University, University Park.

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Week 8 - Product: Introduction Week 8.1 Today's Agenda: I....

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