ARBUS101 Chapter Notes - Chapter 8: Malcolm Gladwell, Marketing Mix, Brand Loyalty
27 May 2016
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Chapter 15: managing the marketing mix: product, price, place, and promotion (textbook. Marketing is always focused on the value of a product benefits less the cost. Best value good quality at a fair price. Malcolm gladwell, what we learn from spaghetti sauce consumers not knowing or being able to articulate their needs. Total product offer consists of everything that consumers evaluate when deciding whether to buy something (price, brand name, convenience, package, etc. Sometimes an organization can use low prices to create an attractive total product offer. Product line a group of products that are physically similar or are intended for a similar market (several competing brands, usually face similar competition) Product mix combination of product lines offered by a manufacturer. Service providers have both product lines and product mixes. Product lines and mixes allow a company to address differing individual consumer total product offers. Product differentiations creation of real or perceived product differences.
