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 … Read more...
Tag: marketing mix
Internal factors influencing price
What are the internal factors to consider when making price decisions?
The selection of a price for a product depends upon both internal factors and external factors. Internal factors relate to factors inside the organization itself, whereas external factors consider … Read more...
Quick marketing checklist for consumer products
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 … Read more...
The marketing mix for convenience products
In marketing textbooks, when discussing the product mix, the consumer product classification system is usually discussed. Please note that there are several articles on this website relating to the consumer product classification system, such as how products are classified, … Read more...
The marketing mix for shopping products
In many marketing textbooks, when discussing the product mix, the consumer product classification system is often a model that is presented. Please note that there are several articles on this website relating to the consumer product classification system – please … Read more...
The marketing mix for specialty products
Many marketing textbooks present the consumer product classification system, which is a model that helps guide the development and design of the marketing mix. Please note that there are several articles on this website relating to the consumer product classification … Read more...
The marketing mix for unsought products
It is common that introductory marketing textbooks discuss the consumer product classification system, which is a model that helps guide the design of the marketing mix. Note: There are several articles on this website relating to the consumer product classification … Read more...
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 … Read more...
Consumer Products Classification System
The consumer products classification system is a model commonly presented in most marketing principles textbooks in the product mix chapter. This model classifies as consumer products into one of four classes, namely:
- Convenience products
- Shopping products
- Specialty products
- Unsought products
Product at the center of the marketing mix
The importance of product in the marketing mix
Marketing textbooks typically list all four elements (that is, the 4P’s) of the marketing mix equally in their diagrams. However, these textbooks usually structure product as the first chapter of the marketing … Read more...
Difference between marketing strategy and tactics
It is sometimes confusing distinguishing between strategies and tactics as they refer to interdependent aspects of marketing activities. Basically, strategy refers to major decisions that impact the competitive position of a firm, whereas tactics are the activities that support … Read more...
The role of the marketing mix
Benefits of the marketing mix
The marketing mix has been a fundamental concept of marketing textbooks the past 50 years or more. This article explores the benefits and the role of the marketing mix in both the study and … Read more...
The extended marketing mix for services (the 7P’s)
The extended marketing mix for services (the 7P’s)
Services marketing emerged primarily in the 1980s, as more developed economies became more reliant on services as part of their overall gross domestic product. (Please see the article on service firm … Read more...
Borden’s Original Marketing Mix
The 12 Component Marketing Mix
Neil Borden, of the Harvard Business School, was the first to document the concept of a marketing mix, way back in the 1950s. At that stage, the marketing profession was still considered to … Read more...
What is the modern marketing mix?
What is the traditional marketing mix?
E. J. McCarthy, in 1960, classified the marketing activities into a tool designed to describe the 4 types of choices an organization has to make in order to successfully be engaged in marketing. … Read more...
What is the marketing mix?
Overview of the 4P’s Marketing Mix
A key model in marketing is the marketing mix, usually known as the 4P’s (where the 4P’s are product, price, place and promotion). The 4P’s marketing mix model is commonly covered in all … Read more...
