BUSI 2210 Chapter Notes - Chapter 9: Marketing Mix
2 Mar 2017
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Document Summary
The product offering is usually the starting point in creating a marketing mix. A marketing manager cannot determine a price, design a promotion strategy, Chapter 9 or create a distribution channel until the firm has a product to sell. Product anything, both favorable and unfavorable, received by a person in an exchange for possession, consumption, attention, or short-term use (celebrity), a place (tourism destination), or any combination of these. Products can be broadly classified as either business or consumer products, depending on the buyers intentions. Business products: a product used to manufacture other goods or services, to. A product may be a tangible food, a service, an idea (cid:523) don"t litter(cid:524), a person facilitate and organization"s operations, or to resell to other customers. Consumer products: a product to satisfy an individual"s personal wants. Convenience products: a relatively inexpensive item that merits little shopping. Wide distribution to be accessible to consumers.
