Академический Документы
Профессиональный Документы
Культура Документы
Product
Promotion
Distribution
Product
Promotion
Distribution
Questions
What is a product? What is not a product? What are the basic product concepts? Vocabulary? What are some of the basic tools marketers use to help them work with products?
What is a PRODUCT?
Anything received in an exchange to satisfy a need or want
Goods Services
People Places
SIU
Ideas
Organizations
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What Is a Product?
A good, a service, or an idea received in an exchange It can be tangible (a good) or intangible (a service or an idea) or a combination of both. It can include functional, social, and psychological utilities or benefits.
sudden problem, products of which the customers are unaware, and products that people do not necessarily think about buying
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Business Products
Installations--Facilities and non-portable major equipment Accessory Equipment--used in production or office
activities
Raw Materials--Basic natural materials Component Parts--become part of a product Process Materials--not readily identifiable when used directly
in the production of other products (e.g. screws, knobs, handles)
Product Concepts
A Product Item is a specific version of a product (e.g. Gillette Trac II razor)
A Product Line is a group of closely related product items viewed as a unit because of marketing, technical, or enduse considerations (e.g. all blades & razors) Product Mix is the total set of products a firm offers for sale to customers (e.g. everything Gillette sells) Product mix dimensions:
Width --the number of product lines in the mix Depth --average number of product items in each product line
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11 FIGURE 10.1
Years
10 16 11 13 12 18 11 5-10
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3. Evaluation
4. Trial
5. Adoption
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Source: Reprinted with permission of The Free Press, a Division of Simon & Schuster, Inc., from Diffusion of Innovations, Fourth Edition Excerpt from Diffusion of Innovations, Fourth1995, by Everett M. Rogers. Reprinted with permission of The Free Press, a by Everett M. Rogers. Copyright edition by Everett M. Rogers. division of Simon 1962, 1971, 1983 by The Free Press Rogers. Copyright 1962, 1971, 1983, by The Free Press. Copyright & Schuster, Inc. Copyright 2005 by Everett M.
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Questions
What is a product? What is not a product? What are the basic product concepts? Vocabulary? What are some of the basic tools marketers use to help them work with products?
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