The Product Mix - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
Products and Services
A varied selection of paints and home improvement products, highlighting the range of choice available to consumers
CHAPTER LESSONS The Product Mix
How do you decide which product to buy when there are so many different options available?
Think of a product you regularly use that has special features that similar products do not have. Make a list.
MARKETING MATTERS Once a company has completed the process of developing a new product
The Product Mix
Why is product planning important for all products, even simple ones like toasters?
The Product Mix Elements
Basic Product
The Levels of Product Design
How can providing guarantees and testimonials be beneficial for businesses
What things can a business do to differentiate its products from those of its competitors
Offering a guarantee or testimonial for a product is another way that a business can differentiate its products from its competitors' products
Product Extension
Enhanced Product
Services are an effective way to meet additional customer needs beyond those directly related to the use of the product
For a travel agency that sells vacation packages. what is the basic product, and what features, options, or other extensions could it add to improve customer satisfaction?
Product Line
Product Evaluation
Variation in Quantity and Size
Variation in Quality
Product Assortment
If you were a professional artist and you wanted to buy high quality paintbrushes, where would you buy them from? why?
Packaging
Ease of Use
Safety
Attraction
Handling
Environment
What impact did the change have on the company's business and on its competitors
MARKETING SCENARIO Thinking outside of the box in the cosmetics business
Can the company really claim to be environmentally friendly when it continues to use a lot of plastic to manufacture the tubs and tubes that it packages its products in
What did the company want to achieve by making a change to their products' packaging
Brand Development
Brand loyalty
Think of a brand that you are loyal to Why are you loyal to that brand and what effect does this loyalty have on your purchase decisions
Why does developing a brand help a company to retain customers
What factors do businesses need to consider when they are developing the features and packaging of a product
What benefits can developing a product line bring a company
What is a business's goal in using branding
What level of product design do features and options represent
Why do businesses offer consumers so many different product choices
Make Academic Connections Visual
Connect to the Real World A company has created a new product that combines sunscreen and insect repellant on individually packaged moist tissues for convenient use
