Accounting MRK108 Lecture Notes - Lecture 5: Planned Obsolescence, Ipad 2, Marketing Mix
20 Dec 2016
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What is a product: starting point for marketing mix, everything received by a person in an exchange. Service -> intangible 0> example -> teacher, dentists -> all different. Place specific specialty shop limited: unsought products. Unknown to potential buyer or a known product that a buyer does not seek. Specific product company offers: product line. Putting same items into groups: product mix. All products: each product line has its own (sbu) strategic business unit -> compete against each other. Product modification, quality modification, functional modification, style modification. Planned obsolescence -> plan products going to die: ipods ipads iphones applie computers, plan futures releases. Product line contradiction adding and subtracting products. Branding: equity, awareness, distinguish, names, symbols, logos, trademarks. Brand names: spoken, letters, words, numbers. Brand mark: elements of brand that cannot be spoken for. Red can = coca cola or new product. Brand equity: value of a company and brand names.
