May 212015
 
Product mix example

The overall product mix for a firm is the complete range of products that they offer in the marketplace. It is also sometimes referred to as their product assortment. There are multiple decisions to make in regards to an overall product mix for a company. Product mix decisions are quite Read full article…

Feb 202015
 

What is a segment profile? A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies. Study Tip Connect the word ‘profile’ to a criminal profiler that we Read full article…

Feb 192015
 

A key opportunity to differentiate a product in the marketplace is by augmenting the product. This principle as highlighted in the product levels model of marketing, which highlights that a product should be considered on the basis of the following levels: The core benefit The actual product The expected product Read full article…

Feb 192015
 

In marketing textbooks, consumer products are often shown classified into one of four classes – namely, convenience products, shopping products, specialty products, and unsought products. This is a very old marketing model that is still current and relevant today. There are several articles on this website discussing the specific marketing Read full article…

Feb 172015
 
List of examples for classifying consumer products

In marketing textbooks, consumer products are classified into four related sets of products, namely: Convenience products Shopping products Specialty products Unsought products Below is a list of examples for classifying consumer products on this basis. Examples of convenience products Newspapers and magazines Most groceries and food items Soft drinks and Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Jul 182014
 

  When you study services marketing at University, you will learn that there are some unique challenges that service firms and industries face. That is why the services marketing mix has been extended from 4 P’s to the 7 P’s. A good way to start your understanding of services marketing Read full article…