Professional Documents
Culture Documents
Marketing Mix
Product Price Place Promotion
Defining Product
Anything that you can sell
Marketing applies to a broad range of products Physical product Service Events People Ideas Places
Pure good
Pure service
Successful firms . . .
Fully understand the core benefit sought by customers and start with that concept Consider the enhanced product including delivery, service and complementary goods
Generation: Firms are always on the look-out Screening: Fit with manufacturing and distribution expertise Feasibility
3. Concept Screening
Prototype or storyboard Focus group: Would you be interested in a service that . . . Approximation of willingness to pay
4. Marketing Strategy Development and 5. Business Analysis Marketing strategy: Developing credible marketing plans with positioning, target and Marketing Mix Business analysis: Is there a high chance of a good payoff?
6. Product Development
E.g. battery life in iPod
7. Market Testing
Some firms (fashion goods) dont test the market: Put it out there, see if people buy it (the costs of this must be small) = Market test by roll out Simulated test market (dummy store) new product is mixed in with familiars Test markets: Several cities let us tweak the Marketing Mix but rivals may attempt disruption
The model for new product adoption applies during roll out
Awareness
Interest
Trial
Repeat
Technological advances
Risk