{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Product and Price - The Marketing Mix The Product and the...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
10-31-07: The Marketing Mix: The Product and the Price What is a Product? o A good/service/idea containing tangible and intangible attributes that provide satisfaction and benefits o Consumers evaluate many different things about a product o The total product offer includes Product/service itself Value enhancers Packaging o Beer, oil wine o Fair packaging and labeling act o RFIP tags, UPC codes, SKU #s (distribution) Reputation Warranties Branding Services Location Product -> services Bicycle tune-ups Auto repair loaners Free shipping Product lines and mixes; product differentiation o Product mix All products offered o Product lines Related group Ipod classis, nano, shuffle Cheer, tide, downy (same company) Product types o Convenience goods Purchased frequently with minimal effort Placement, image, & awareness are key, price not so much Fast food, 7-11 o Shopping goods Price/quality, services are key
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern