ProductDecisions
PricingDecisions
DistributionDecisions
Process Decisions
People Decisions
Physical Place Decisions
Promotionto FinalBuyer
PromotionTo Trade
OpportunityAnalysis
CompetitiveAnalysis
TargetMarketing
IdentifyingMarkets
MarketSegmentation
Selecting aTarget Market
Positioning
PromotionalDecisions•Advertising•Direct Marketing•Interactive Marketing•Sales Promotion•Publicity and Public Relations•Personal Selling
UltimateConsumer•Consumers•Businesses
Resellers
Product
Price
Placement
Promotion
ProcessPeople
Physical Place
PRODUS
•Orice se poate “arunca” pe piata pentru:–Atentie–Cumparare–Folosire
PRODUS–Bunuri (fizice)–Servicii–Experiente–Evenimente–Persoane–Locuri–Informatii–Idei–Organizatii
Hershey
Amway
Heinz
Avon
3M
Hasbro
Companie
Source: World Features Syndicate
Primul Produs
Hershey
Amway
Heinz
Avon
3M
Hasbro
Companie
Source: World Features Syndicate
Caramele
Lichid de spalat masina
Hrean
Little Dot set parfum
Smirghel
Tesaturi
Primul Produs
"…in the factory we make cosmetics,
in the store we sell hope.“
Charles Revlon
Core product
•Folosinta•Beneficiul•Problem solving
Actual Product
•Produsul fizic cumparat•Caracteristici tangibile
Calitate/performantaMarca
Atribute/caracteristiciStil/Aspect
Ambalaj
Augmented product
•Beneficii aditionale “impachetate” cu produsul actual
Tangibile - service, garantie, piese de
schimb, credit, livrare
Intangibile – valorile marcii, consiliere
Produsul potential
•Tot ce e posibil si fezabil de adaugat in viitor produsului asigurand constanta si loialitatea consumatorilor
Conceptul de produs Levitt
Core product
Actualproduct
Augmented product
Potential product
Theodore Levitt (1925 - 2006)
•Profesor la Harvard Business School si economist, editor pentru Harvard Business Review
•A batut in cuie conceptul de globalizare
“Marketing Myopia”Marketing Imagination
Figure 9.8: Functions of Packaging
Ambalaj
•Informeaza•Asigura usurinta in utilizare•Atrage•Contine produsul, in siguranta•Protejeaza si prezerva
Ambalaj = “ the silent salesman”
•Diferentiaza de concurenta•Identificare si recunoastere•Motiveaza prin culori, forma, desen•Incurajeaza/stirneste cumpararea•Atrage atentia
