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Product mix2003

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product mix...

product mix...

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  • 1. “ A product is a set of tangible and intangible attributes, including packaging, color, price, manufacturer’s and retailer’s services, which the buyer may accept as offering satisfaction of needs and wants.” CHARU NAGPAL
  • 2. Product mix involves planning, developing and producing the right type of product and services to be marketed by the firm. CHARU NAGPAL
  • 3. 1. Change in demand of the product 2. Change in purchasing power 3. Change in company targets 4. Competitors 5. Long tem objective of the firm 6. Change in fashion 7. Change in income 8. Advertising policies CHARU NAGPAL
  • 4. Consumer products 1.Convenience products 2.Shopping products 3.Specialty products 4.Unsought products Industrial products 1.Operating surplus 2.Accessory equipments 3.Fabricating material 4.Raw material 5.installations CHARU NAGPAL
  • 5. 1.Idea generation 2.Screening of ideas 3.Business analysis 4.Market research 5.Product development 6.Test marketing 7.commercialization CHARU NAGPAL
  • 6. The adoption process is the set of successive decisions an individual makes before accepting an innovation 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption 6. confirmation CHARU NAGPAL
  • 7. 1.Innovators 2.Early adopters 3.Early majority 4.Late majority 5.laggards CHARU NAGPAL