Marketing Agency
Stages of the Product Life Cycle LEARNING OBJECTIVES Identify the stages of the product life cycle A company has to be good at both developing new products and managing them in the face of changing… Stages of the Product Life Cycle
Product Life Cycle What you’ll learn to do: discuss the product life cycle and its implications for marketing We just considered the case of Apple launching a new product (the Apple Watch). A particular set… Product Life Cycle
The Marketing Mix As you can see from the list of responsibilities, the product marketing function is not confined to only one aspect of the marketing mix. Instead, the product marketing function focuses on a single product or… The Marketing Mix
The Role of Product Marketing Product marketing is the function of understanding the target customer’s needs, and promoting and selling the product to the target customer. In many organizations this is a different function from product… The Role of Product Marketing
Product Marketing in the Marketing Mix LEARNING OBJECTIVES Define product marketing Explain the role of product marketing in the marketing mix The Role of Product Marketing Product marketing is the function of understanding the target customer’s… Product Marketing in the Marketing Mix
Augmenting Products with Services LEARNING OBJECTIVES Explain how to augment a product with services Introduction Earlier we touched on “augmented products,” which are tangible products, along with all of the services that support them. When companies devise… Augmenting Products with Services
Products and Services LEARNING OBJECTIVES Identify differences between products that offer goods versus services Goods vs. Services In marketing, are services considered products? Should products that are predominately goods be treated differently than products that are… Products and Services
Consumer Product Categories LEARNING OBJECTIVES Define a product Consumer products are often classified into four groups related to different kinds of buying decisions: convenience, shopping, specialty, and unsought products. These are described below. Convenience Products A convenience… Consumer Product Categories
Four Levels of the Product There are four levels of a product (shown in the figure below): core, tangible, augmented, and promised. Each is important to understand in order to address the customer needs and offer… Four Levels of the Product
Defining Product LEARNING OBJECTIVES Define a product Introduction A product is a bundle of attributes (features, functions, benefits, and uses) that a person receives in an exchange. In essence, the term “product” refers to anything offered by… Defining Product