Beruflich Dokumente
Kultur Dokumente
Sources of Information
Personal
Commercial
Public
Experiential
Personal sourcesfamily and friends Commercial sources advertising, Internet Public sourcesmass media, consumer organizations Experiential sources handling, examining, using the product
Aj
Bij x ii
i=1
Evaluation to Purchase
Business Markets
What Is a Product?
A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
What Is a Product?
Person marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward particular people
Attractiveness of the market offering Product features and quality Services mix and quality
A particularnew products for Create item for which Specialty Market consumers search extensively and present Diversification Product Development markets are reluctant to accept substitutes Unsought Product A product unknown to the potential Introduce new products buyer or a known product that the into new markets buyer does not actively seek
All products that an All products that an organization sells. organization sells.
Line Stretching
Down-Market Stretch Down-Market Stretch Up-Market Stretch Up-Market Stretch Two-Way Stretch Two-Way Stretch
Line Filling
DELIGHTING CUSTOMERS
BOMBAY TAXI No: MRP 3676
Services Offered Cigarettes /Match box,on the house Newspapers Thought pad and pen Telephone Directory Railway and Airline Timetable Suggestion/Complaint book Tape recorder at your control First Aid box Postal stamps Stationery Calendar Watch
Product
Features, Performance, Conformance, Durability, Reliability, Repairability, Style, Design, Packaging Delivery, Installation, Customer Training, Information & Consultancy, Service, Repair etc. Competence, Courtesy, Credibility,Reliability Responsiveness, Communication Symbol, Logo,Brand,Media,Atmosphere,Events
Services
Personnel Image
MEANINGFUL DISTINCTIVE & UNIQUE SUPERIOR TO COMPETITION PREPRE-EMPTIVE COMMUNICABLE AFFORDABLE PROFITABLE
Sales
Profit I II III IV
Time
Product Strategy
Limited models More models Frequent Frequent changes changes. Limited Expanded Wholesale/ dealers. Longretail distributors term relations Awareness. Aggressive ads. Stimulate Stimulate demand.Sampling demand
Large number Eliminate of models. unprofitable models Extensive. Margins drop. Shelf space Advertise. Promote heavily Phase out unprofitable outlets Phase out promotion Prices stabilize at low level.
Sales
Distribution Strategy
High to recoup Fall as result of Prices fall competition & (usually). development efficient produccosts tion.
Time