Marketing and the Marketing Mix
Product, Price, Place, Promotion, Services: people, processes, physical aspects; interdependence of the marketing mix tools; Unique Selling Proposition; Domestic, International, Global Markets.
Product:
Goods or services a company offers to its target market.
What should the product mix look like?
Which features/benefits should the individual product offer?
Price:
Amount of money customers have to pay for a company’s product/service.
At which price should a product be offered – cheap, expensive, medium-priced?
Which pricing approach – cost-based, market-based, competition-based?
Which factors affect the price?
Goods or services a comany offers to its target market.
What should the product mix look like?
Which features/benefits should the individual product offer?ichfeatures/benefitsshouldthe individual productoffer?