Jun 052015
 

Any organization/brand is faced with an almost unlimited selection of choices and opportunities in the marketplace. For example, there are literally thousands of different ways that firms can choose to promote their activities. There are millions of different products available in the marketplace that firms can choose to produce and Read full article…

Feb 202015
 

What is meant by Points-of-difference (POD)? The aspects of the product offering that are relatively distinct to the offerings of like competitors. What is meant by Points-of-parity (POP)? The aspects of the product offering that are largely similar to the offerings of like competitors. Should a brand emphasize POD or Read full article…

Feb 202015
 

What is undifferentiated marketing? Undifferentiated marketing occurs when a marketing mix is designed for the general needs of an overall market, without regard for the needs of the different segments in that market. What is concentrated marketing? Concentrated marketing is focusing the firm’s market entire offering solely on the needs Read full article…

Feb 172015
 
Why classify consumer products?

Please note that this is one article on the consumer products classification system, which discusses why this classification system is helpful. There are also other articles on this website that discuss how products are classified and how the system guides marketing mix decisions – also please refer to Related Topics Read full article…

Sep 042014
 

  New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning. Risks of new-to-the-world products Although there are many potential advantages, as outlined above, for introducing a new-to-the-world product, this Read full article…