COMM 131 Lecture Notes - Lecture 9: Marketing Mix, Air Canada, Toothpaste
5 May 2017
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Chapter 8 - developing and managing products and services (pg. Product: anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Includes services, events, persons, places, organizations, ideas, or mixes of these. (ex. Services: an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything. Marketing mix begins with building an offering that brings value to customers. This offering is the basis upon which the company builds profitable customer relationships: pure tangible goods (ex. Politicians, lawyers, real-estate agents, architects): place marketing: activities undertaken to create, maintain, or change attitudes/behaviour toward particular places. (ex. Ideas can also be marketed, "all marketing is the marketing of an idea". The line between hard products and pure services is not clear cut. Product and service classifications (2: consumer product: a product bought by final consumers for personal consumption.
