Product and Price

Product and Price - 10-31-07: The Marketing Mix: The...

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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 Fast food, 7-11 o Shopping goods Price/quality, services are key
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Product and Price - 10-31-07: The Marketing Mix: The...

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