Product

Date: 2015-10-07; view: 420.

Ex.12. Scan the text below and give headlines to each paragraph.

Ex.11. Make a presentation of the topic “Types of marketing”.

Ex.10. Work in pairs. Student A asks questions about marketing. Student B answers them.

Text B:Marketing Mix

Marketers use numerous tools to elicit the desired responses from their target markets. These tools constitute a marketing mix. Marketing mixis the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product, price, place, and promotion.

The first of the Four Ps of marketing is product. A product can be either a tangible good or an intangible service that fulfills a need or want of consumers. Whether you sell custom pallets and wood products or provide luxury accommodations, it's imperative that you have a clear grasp of exactly what your product is and what makes it unique before you can successfully market it.

Kotler suggested that a product should be viewed on three levels.

Level 1: Core Product. What is the core benefit your product offers? For example customers who purchase a camera are buying more than just a camera, they are purchasing memories.

Level 2: Actual Product. All cameras capture memories, therefore your aim is to persuade them to capture memories with your camera. The strategy at this level is to add branding, features and benefits which offer a differential advantage over your competitors.

Level 3: Augmented Product. This level is about exploring if there are any additional non-tangible benefits you can offer. Competition at this level is based around after sales service, warranties, delivery and so on.