Chapter 12 -Marketing MIX PRODUCT

The marketing decisions that are made for all products.

• Marketing mix

• Marketing

• Market research

• Branding

Giving a product a distinct and recognizable identify.

• Marketing mix

• Branding

• Brand loyalty

• Packaging

A factor about a product that competitors’ products do not have.

• Brand loyalty

• Four Ps

• Unique selling position (USP)

• Marketing mix

Identifying customer wants and satisfying them profitably.

• Market research

• Marketing mix

• Marketing

• Branding

A term which is used to describe all the activities which go into marketing a product or service. These activities are often summarised as the four Ps (4Ps) – Product, Price, Place and Promotion.

• Marketing mix

• Marketing

• Market research

• Branding

The right product at the right price with the right promotion in the right place.

• Four Ps

• Marketing

• Market research

• Product

A name, image or symbol that distinguishes a product from competitors’ products.

• Product

• Brand

• Brand loyalty

• Brand image

The special feature of a product that differentiates it from the products of competitors.

• Product

• Four Ps

• Brand image

• Unique selling position (USP)

When consumers keep buying the same brand again and again instead of choosing a competitor’s brand.

• Brand loyalty

• Brand name

• Brand image

• Unique selling position (USP)

The goods and services produced to satisfy a customer need or want.

• Product

• Service

• Good

• Marketing