Marketing_L5(2013)
.pdf
Organiza&ons, Persons, Places, and
Ideas
Organiza/on marke/ng consists of ac5vi5es undertaken to create, maintain, or change the a?tudes and behavior of target consumers toward an organiza5on.
Corporate image adver5sing
Person marke/ng consists of ac5vi5es undertaken to create, maintain, or change a?tudes or behavior toward par5cular people.
Place marke/ng involves ac5vi5es undertaken to create, maintain, or change a?tudes or behavior toward par5cular places.
Ideas
Social ideas
Social marke/ng
The use of commercial marke5ng
concepts and tools in programs designed
to influence individuals’ behavior to
improve their well-being and that of
society.
Product and Service Decisions
Individual Product and Service Decisions
Product and Service AOributes
Total quality management (TQM) is an approach in which all of the company’s people are involved in constantly improving the quality of products, services, and business processes.
Product Feature
Features are a compe&&ve tool for di eren&a&ng the company’s product from compe&tors’ products.
Product Style and Design
OXO focuses on the desired end-user experience and then translates its pie-cuOer- in-the-sky no&ons into eminently usable gadgets.
Branding
Brand is a name, term, sign, symbol, design, or a combina&on of these, that iden&fies the products or services of one seller or group
of sellers and di eren&ates them from those of compe&tors.
Packaging
The ac&vi&es of designing and producing the container or wrapper for a product.
Labeling
Labeling and logos can enhance a brand’s posi&oning and personality: Pepsi’s new logo is “more adventurous, more youthful, with a bit more personality to it.” It presents a “spirit of op&mism and youth.”
Product Line Decisions
Product line
A group of products that are closely related because they func&on in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges
Product line stretching: MarrioO o ers a full line of hotel brands —each aimed at a di erent target market.
Product Mix Decisions
Product mix (or product porNolio)
The set of all product lines and items that a par&cular seller o ers for sale.
A company’s product mix has four important dimensions:
• width
• length
• depth
• consistency