MKTG101 Lecture Notes - Lecture 7: Marketing Mix, Everett Rogers, Vegemite
4 Aug 2018
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Document Summary
A good, service or idea o ered to the market for exchange. A physical (tangible) o ering capable of being delivered to a customer. Concept, issue or philosophy o ered to the market https://www. youtube. com/watch?v=czp4lx4aynm. Di erentiated from organisation"s other product items by brand, ingredients, style or price, etc. A set of product items related by characteristics such as end use, target market, technology or raw materials. The set of all products that an organisation makes available to customers. Purchased by households and individuals for their own private consumption. Purchased by individuals and organisations for use in the production of other products or for use in their daily business operations. Inexpensive, frequently purchased, products bought with little engagement in the decision-making process. Moderate to high engagement in the decision-making process, with the purchase decision based on features, quality and price. Highly desired products with unique characteristics that consumers will make considerable e ort to obtain.
