This document discusses the importance of market research and product characteristics in marketing. It covers the following key points:
1. Market research is a systematic process of collecting and analyzing data about customers, competitors, and the market. It helps identify opportunities and problems in the market.
2. Product characteristics that can be studied include physical attributes, functionality, chemical properties, packaging, labeling, brand name, quality, and after-sales service. These characteristics satisfy customer needs and benefits.
3. Products can be classified as consumer goods or industrial goods depending on their end use. Consumer products are further divided into convenience goods, shopping goods, and specialty goods.
This document provides information about a study on markets and their importance. It discusses how studying the market helps understand customer and competitor responses, and analyze factors like product, price, distribution, and marketing plan elements. It also describes what types of information a market study contains, such as customer profiles and market size. Furthermore, it classifies products and services and discusses the importance of distribution channels in getting products to customers.
Products, services and brands building customer valueFahad Aziz
This document contains questions and answers about products, services, and brands. It discusses:
1. The three levels of products - core, actual, and augmented products. Core products address customer needs, actual products deliver core benefits, and augmented products offer additional services.
2. The four types of consumer products - convenience, shopping, specialty, and unsought - with examples like toothpaste, appliances, and luxury watches.
3. The three groups of industrial products - materials and parts, capital items, and supplies and services - with examples like raw materials, buildings, and operating supplies.
4. Individual product decisions around attributes, branding, packaging, labeling, style, quality, features, and support
This document discusses different aspects of products and marketing mix. It defines what a product is, different types of products including goods and services. It describes the levels of a product from core benefit to actual and augmented product. It discusses types of consumer products based on consumer buying behavior and marketing considerations. It also defines industrial products and explains the three levels of product and service decisions - individual, product line, and product mix decisions.
The document discusses product, services, and branding strategy. It covers key topics such as defining products and services, product classifications, individual product decisions including branding and packaging, product line and mix decisions, and the unique characteristics of marketing services. The document provides learning objectives and outlines the major sections and subsections to be covered in the chapter.
This document discusses product marketing concepts including the nature of products, classifications of consumer and business products, and services. It defines the three levels of a product - core, actual, and augmented. Consumer products are classified as convenience, shopping, specialty, or unsought. Business products include materials/parts, capital items, and supplies/services. Key characteristics that differentiate services are discussed. The document also covers extending product classifications and the firm's product decisions around attributes, branding, and brand strategies.
1302 Designing Products-Products, Brand, Packaging and Services.pptxAdiba Anis
This document discusses key concepts related to product design and management, including:
- Definitions of products and their classification as consumer, industrial, or service goods.
- Individual product decisions like attributes, quality, branding, packaging, and support services.
- Product lines, mixes, and the relationship between products and brands.
- Strategies for stretching or modernizing product lines over their life cycles, which typically involve introduction, growth, maturity, and decline phases.
This document discusses product and service definitions, levels of products and services, product classifications, attributes, branding, packaging, labeling, and service marketing strategies. It defines products and services, explains the core, actual, and augmented levels of products. It also covers consumer and industrial products, attributes like quality, features, style, branding, packaging, and labeling. Finally, it discusses internal, external, and interactive aspects of service marketing and the service profit chain.
This document defines key product-related terms and discusses different levels and types of products, branding, packaging, product lines, and product mix decisions. It defines a product as anything offered in the market that might satisfy a want or need. Products have three levels - the core product or benefit, the actual product including features and packaging, and the augmented product which includes additional services. Products are also classified as consumer, industrial, or services. The document discusses branding, packaging functions and decisions, factors in packaging decisions, product line decisions about length and filling, and defining a company's product mix.
This document provides information about a study on markets and their importance. It discusses how studying the market helps understand customer and competitor responses, and analyze factors like product, price, distribution, and marketing plan elements. It also describes what types of information a market study contains, such as customer profiles and market size. Furthermore, it classifies products and services and discusses the importance of distribution channels in getting products to customers.
Products, services and brands building customer valueFahad Aziz
This document contains questions and answers about products, services, and brands. It discusses:
1. The three levels of products - core, actual, and augmented products. Core products address customer needs, actual products deliver core benefits, and augmented products offer additional services.
2. The four types of consumer products - convenience, shopping, specialty, and unsought - with examples like toothpaste, appliances, and luxury watches.
3. The three groups of industrial products - materials and parts, capital items, and supplies and services - with examples like raw materials, buildings, and operating supplies.
4. Individual product decisions around attributes, branding, packaging, labeling, style, quality, features, and support
This document discusses different aspects of products and marketing mix. It defines what a product is, different types of products including goods and services. It describes the levels of a product from core benefit to actual and augmented product. It discusses types of consumer products based on consumer buying behavior and marketing considerations. It also defines industrial products and explains the three levels of product and service decisions - individual, product line, and product mix decisions.
The document discusses product, services, and branding strategy. It covers key topics such as defining products and services, product classifications, individual product decisions including branding and packaging, product line and mix decisions, and the unique characteristics of marketing services. The document provides learning objectives and outlines the major sections and subsections to be covered in the chapter.
This document discusses product marketing concepts including the nature of products, classifications of consumer and business products, and services. It defines the three levels of a product - core, actual, and augmented. Consumer products are classified as convenience, shopping, specialty, or unsought. Business products include materials/parts, capital items, and supplies/services. Key characteristics that differentiate services are discussed. The document also covers extending product classifications and the firm's product decisions around attributes, branding, and brand strategies.
1302 Designing Products-Products, Brand, Packaging and Services.pptxAdiba Anis
This document discusses key concepts related to product design and management, including:
- Definitions of products and their classification as consumer, industrial, or service goods.
- Individual product decisions like attributes, quality, branding, packaging, and support services.
- Product lines, mixes, and the relationship between products and brands.
- Strategies for stretching or modernizing product lines over their life cycles, which typically involve introduction, growth, maturity, and decline phases.
This document discusses product and service definitions, levels of products and services, product classifications, attributes, branding, packaging, labeling, and service marketing strategies. It defines products and services, explains the core, actual, and augmented levels of products. It also covers consumer and industrial products, attributes like quality, features, style, branding, packaging, and labeling. Finally, it discusses internal, external, and interactive aspects of service marketing and the service profit chain.
This document defines key product-related terms and discusses different levels and types of products, branding, packaging, product lines, and product mix decisions. It defines a product as anything offered in the market that might satisfy a want or need. Products have three levels - the core product or benefit, the actual product including features and packaging, and the augmented product which includes additional services. Products are also classified as consumer, industrial, or services. The document discusses branding, packaging functions and decisions, factors in packaging decisions, product line decisions about length and filling, and defining a company's product mix.
This document discusses product strategies and the marketing mix. It covers the following key points in 3 sentences:
1. It defines what a product is and discusses the three levels of products - the core customer value, the actual product, and the augmented product.
2. It classifies products based on durability and tangibility as nondurable goods, durable goods, and services. It also classifies products based on use as consumer products or industrial products.
3. It discusses product life cycle strategies and how products progress through five stages - product development, introduction, growth, maturity, and decline - and how companies should adjust their strategies accordingly across these stages.
This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.
This document discusses key marketing concepts including needs, wants, exchange, market, goods, and familiarity with marketing systems. It defines marketing as satisfying customer needs through the development, promotion, and distribution of products. It also discusses the marketing mix of product, price, place, and promotion and how organizations market products, services, and experiences.
This document discusses key decisions involved in developing and marketing products and services, including defining product attributes, establishing brands, designing packaging and labels, and offering product support services. It outlines factors like quality, features, style, and design that communicate product benefits to customers. It also explains how packaging and labeling identify and promote products, and how customer service support can enhance products and provide competitive advantage.
This document discusses key concepts related to products, services, and brands. It defines a product as anything offered for sale that might satisfy a want or need, while a service is an intangible activity or benefit offered for sale. It discusses different levels of products from the core benefit to the actual product to augmented services. It also covers classifications of consumer and industrial products, as well as product line and mix decisions companies must make. Finally, it discusses packaging, branding, and brand equity.
This document provides information about getting fully solved assignments for the Bachelors of Business Administration program. It details an assignment for the subject Marketing Management, including the semester, subject code, credits, and evaluation questions. The questions cover topics like consumer behavior determinants, environmental analysis methods, brand formation steps, product mix factors, green marketing reasons, and characteristics and marketing strategies of services. Students are instructed to send their semester and specialization to get solved assignments or call a phone number for assistance.
The document provides an overview of key concepts in new product development including the stages of the process from idea generation through commercialization. It discusses each stage in detail, from screening ideas, developing concepts, testing concepts with consumers, developing marketing strategies, analyzing financial projections, developing the product, test marketing, and finally commercializing the product. The goal of the new product development process is to systematically evaluate new product ideas and concepts to bring successful new products to market.
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product decisions involve quality, features, style, branding, packaging, and labeling. Companies manage product lines and mixes. Strong brands create value and must be properly positioned. Services also use marketing strategies to create value for customers.
Product, Service and Branding Strategeis (MARKETING)Patricia Samonte
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product types include consumer goods and industrial goods. The document also covers branding, packaging, positioning, and managing services.
FUNDAMENTALS OF MARKETING MATERIAL BCOM CS AH AUTHORS HariharanAmutha1
This document provides definitions and information about key concepts in product marketing including:
- A product is an item offered for sale that can be a good or service. Products are made at a cost and sold at a price determined by factors like the market, quality, and targeted customer segment.
- New products differ significantly from what a firm has previously produced, using new technologies as examples. Businesses focus on designing and selling new products to customers with goals of market opportunity and product availability.
- New product development covers bringing a new product to market through product design and business considerations, transforming a market opportunity into a saleable product.
- A product's life cycle has stages of development, introduction, growth,
This document provides an overview of the marketing class curriculum for Unit 1 on products. The unit covers the meaning and importance of products in marketing. It discusses the core product, associated features, brand name, logo, package, and label that make up a product's total offering. It also covers product classification of consumer and industrial goods, the product life cycle, and the role of packaging and labeling. The unit aims to help students understand the key components of a product and their importance in satisfying customer needs and generating profits for a company.
Let me begin this chapter by saying that, the purpose of business is to create and retain a customer. Value in one’s product or service should be and almost always is defined on customers’ terms. Hope you know that? Value is a customer’s opinion and never a manufacturer’s opinion. If your product or service is perceived by the customer as having value then that perception will result in a purchase. If the customer uses your product consistently and is satisfied with the results, then it will result in creation of customer value.
Branding involves creating a distinct identity for a product using symbols, names, or designs. It differentiates a product from competitors. A good brand name is short, distinctive, and suggestive of benefits. Branding provides advantages to both marketers and customers. It helps marketers differentiate products and build brand loyalty while helping customers identify quality products that become a source of pride or status. Packaging and labeling further enhance branding by protecting products and communicating important information to customers.
The purpose of the principles of marketing is that any business can—and should—apply them to their marketing strategy. Because of this, you'll find that each of the Ps is broad, so it can be applied universally and molded to fit the needs of any kind of business. This makes it easier to adapt to your own unique brand.
The document discusses strategies for product, service, and brand management. It defines products, services, and experiences and covers topics like product classification, branding, developing product lines and mixes, and marketing strategies specific to services. Product and service decisions involve determining attributes, packaging, labeling, and support while branding involves creating value and differentiation through elements, positioning, and development.
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The document discusses marketing mix strategies, focusing on product strategies. It defines the marketing mix as controllable variables including product, price, place, and promotion. For product strategies, it emphasizes that the product level should provide core, actual, and augmented benefits to customers. It provides examples of key product strategy considerations like product design, quality, features, branding, and how understanding customer benefits is essential to effective marketing.
Maanagement of Marketing UNIT-3 &4 product.pptetebarkhmichale
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because they did not want to share their wealth. The universal law of attraction is simple. We attract whatever we choose to give our attention to. If we focus on bad things, we will attract more bad things. But the minute you stop focusing on bad and focus on good, you change the pattern and now good things start coming your way.
If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
When we think of an object in our mind, we then send that image to our hearts and act on it with emotion. A formula makes this easy to follow: TFAR (Thoughts, Feelings, Actions, and Results) When we take necessary action, the universe shows up and gives us the results we wanted.
The law of attraction works by performing three steps. And these steps must be done for the process to work. These steps are:
1. Getting clear. You must know what it is you want or else you won’t get it. The universe won’t know what you are asking for, so how can it deliver?
2. Vibrate to the level of energy corresponding to what you want. If you want something and you think about it, feel it, and act on it, you must keep that level of energy going until you achieve the results you are after.
3. Attract what you want like a magnet. If you focus on what you want but don’t allow it to come into your life, it won’t. You have to be willing to accept it and acknowledge it. Then when you act, it will occur.
Whatever you do during the course of a day, whatever thoughts you think about, you are attracting. If you use it every day, regularly, and practice it this way, you will eventually find that it becomes a habit that you will subconsciously practice.
You may not believe it, but the steps you need to take are easy. But you must do them, believe in them, and believe in yourself, or they will not work. Are you ready to get tuned into the universe and get clear? Can you work in harmony with the laws of the universe and become successful?
If so here are the steps you need to follow:
1. Get clear. You must know exactly what it is you want. If you are in doubt, vague, or too general, you won’t get anywhere. You must know exactly what it is you want first. Only then will you be able to focus and concentrate on that thought?
2. Visualize what you want and vibrate to it. You must form a mental image in your mind so you can see it as if you had it in your possession. For women, you can do the
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
This document discusses product strategies and the marketing mix. It covers the following key points in 3 sentences:
1. It defines what a product is and discusses the three levels of products - the core customer value, the actual product, and the augmented product.
2. It classifies products based on durability and tangibility as nondurable goods, durable goods, and services. It also classifies products based on use as consumer products or industrial products.
3. It discusses product life cycle strategies and how products progress through five stages - product development, introduction, growth, maturity, and decline - and how companies should adjust their strategies accordingly across these stages.
This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.
This document discusses key marketing concepts including needs, wants, exchange, market, goods, and familiarity with marketing systems. It defines marketing as satisfying customer needs through the development, promotion, and distribution of products. It also discusses the marketing mix of product, price, place, and promotion and how organizations market products, services, and experiences.
This document discusses key decisions involved in developing and marketing products and services, including defining product attributes, establishing brands, designing packaging and labels, and offering product support services. It outlines factors like quality, features, style, and design that communicate product benefits to customers. It also explains how packaging and labeling identify and promote products, and how customer service support can enhance products and provide competitive advantage.
This document discusses key concepts related to products, services, and brands. It defines a product as anything offered for sale that might satisfy a want or need, while a service is an intangible activity or benefit offered for sale. It discusses different levels of products from the core benefit to the actual product to augmented services. It also covers classifications of consumer and industrial products, as well as product line and mix decisions companies must make. Finally, it discusses packaging, branding, and brand equity.
This document provides information about getting fully solved assignments for the Bachelors of Business Administration program. It details an assignment for the subject Marketing Management, including the semester, subject code, credits, and evaluation questions. The questions cover topics like consumer behavior determinants, environmental analysis methods, brand formation steps, product mix factors, green marketing reasons, and characteristics and marketing strategies of services. Students are instructed to send their semester and specialization to get solved assignments or call a phone number for assistance.
The document provides an overview of key concepts in new product development including the stages of the process from idea generation through commercialization. It discusses each stage in detail, from screening ideas, developing concepts, testing concepts with consumers, developing marketing strategies, analyzing financial projections, developing the product, test marketing, and finally commercializing the product. The goal of the new product development process is to systematically evaluate new product ideas and concepts to bring successful new products to market.
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product decisions involve quality, features, style, branding, packaging, and labeling. Companies manage product lines and mixes. Strong brands create value and must be properly positioned. Services also use marketing strategies to create value for customers.
Product, Service and Branding Strategeis (MARKETING)Patricia Samonte
This document discusses product, services, and branding strategies. It defines products and services and explains how companies differentiate their offerings through experiences. It also discusses three levels of products - the core benefit, actual product features/design, and augmented benefits. Product types include consumer goods and industrial goods. The document also covers branding, packaging, positioning, and managing services.
FUNDAMENTALS OF MARKETING MATERIAL BCOM CS AH AUTHORS HariharanAmutha1
This document provides definitions and information about key concepts in product marketing including:
- A product is an item offered for sale that can be a good or service. Products are made at a cost and sold at a price determined by factors like the market, quality, and targeted customer segment.
- New products differ significantly from what a firm has previously produced, using new technologies as examples. Businesses focus on designing and selling new products to customers with goals of market opportunity and product availability.
- New product development covers bringing a new product to market through product design and business considerations, transforming a market opportunity into a saleable product.
- A product's life cycle has stages of development, introduction, growth,
This document provides an overview of the marketing class curriculum for Unit 1 on products. The unit covers the meaning and importance of products in marketing. It discusses the core product, associated features, brand name, logo, package, and label that make up a product's total offering. It also covers product classification of consumer and industrial goods, the product life cycle, and the role of packaging and labeling. The unit aims to help students understand the key components of a product and their importance in satisfying customer needs and generating profits for a company.
Let me begin this chapter by saying that, the purpose of business is to create and retain a customer. Value in one’s product or service should be and almost always is defined on customers’ terms. Hope you know that? Value is a customer’s opinion and never a manufacturer’s opinion. If your product or service is perceived by the customer as having value then that perception will result in a purchase. If the customer uses your product consistently and is satisfied with the results, then it will result in creation of customer value.
Branding involves creating a distinct identity for a product using symbols, names, or designs. It differentiates a product from competitors. A good brand name is short, distinctive, and suggestive of benefits. Branding provides advantages to both marketers and customers. It helps marketers differentiate products and build brand loyalty while helping customers identify quality products that become a source of pride or status. Packaging and labeling further enhance branding by protecting products and communicating important information to customers.
The purpose of the principles of marketing is that any business can—and should—apply them to their marketing strategy. Because of this, you'll find that each of the Ps is broad, so it can be applied universally and molded to fit the needs of any kind of business. This makes it easier to adapt to your own unique brand.
The document discusses strategies for product, service, and brand management. It defines products, services, and experiences and covers topics like product classification, branding, developing product lines and mixes, and marketing strategies specific to services. Product and service decisions involve determining attributes, packaging, labeling, and support while branding involves creating value and differentiation through elements, positioning, and development.
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The document discusses marketing mix strategies, focusing on product strategies. It defines the marketing mix as controllable variables including product, price, place, and promotion. For product strategies, it emphasizes that the product level should provide core, actual, and augmented benefits to customers. It provides examples of key product strategy considerations like product design, quality, features, branding, and how understanding customer benefits is essential to effective marketing.
Maanagement of Marketing UNIT-3 &4 product.pptetebarkhmichale
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because they did not want to share their wealth. The universal law of attraction is simple. We attract whatever we choose to give our attention to. If we focus on bad things, we will attract more bad things. But the minute you stop focusing on bad and focus on good, you change the pattern and now good things start coming your way.
If we knew the law of attraction and applied it in our lives daily, we would have so much power and control that it would be scary. We could have what we wanted, and when we wanted it. We would have total control of our lives. If you think of yourself as a powerful attractor, you will attract more of what you want in your life, simply by thinking about it, then acting on it. But there is one ingredient you cannot leave out or the law of attraction won't work.
When we think of an object in our mind, we then send that image to our hearts and act on it with emotion. A formula makes this easy to follow: TFAR (Thoughts, Feelings, Actions, and Results) When we take necessary action, the universe shows up and gives us the results we wanted.
The law of attraction works by performing three steps. And these steps must be done for the process to work. These steps are:
1. Getting clear. You must know what it is you want or else you won’t get it. The universe won’t know what you are asking for, so how can it deliver?
2. Vibrate to the level of energy corresponding to what you want. If you want something and you think about it, feel it, and act on it, you must keep that level of energy going until you achieve the results you are after.
3. Attract what you want like a magnet. If you focus on what you want but don’t allow it to come into your life, it won’t. You have to be willing to accept it and acknowledge it. Then when you act, it will occur.
Whatever you do during the course of a day, whatever thoughts you think about, you are attracting. If you use it every day, regularly, and practice it this way, you will eventually find that it becomes a habit that you will subconsciously practice.
You may not believe it, but the steps you need to take are easy. But you must do them, believe in them, and believe in yourself, or they will not work. Are you ready to get tuned into the universe and get clear? Can you work in harmony with the laws of the universe and become successful?
If so here are the steps you need to follow:
1. Get clear. You must know exactly what it is you want. If you are in doubt, vague, or too general, you won’t get anywhere. You must know exactly what it is you want first. Only then will you be able to focus and concentrate on that thought?
2. Visualize what you want and vibrate to it. You must form a mental image in your mind so you can see it as if you had it in your possession. For women, you can do the
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
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Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
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1. UNIVERSIDAD PANAMERICANA DEL PUERTO
UNIPAP
FACULTAD DE CIENCIAS ECONOMICAS Y SOCIALES
ESCUELA DE CONTADURIA PÚBLICA
APRENDIZAJE
Autor:
Jeremias Calvetti
C.I: 25.779.484
Sección 11C
Carrera: Contaduría Pública
Facilitador:
Profesor. Luis Gomez
2. El Estudio del Mercado y Su Importancia
Es un Proceso Sistemático de Recolección
y Análisis de Datos e Información Acerca
de los Clientes, Competidores y el
Mercado.
Que sirve para Identificar, Definir, Evaluar
y Generar Acciones, Oportunidades y
Problemas que Existen.
Importancia
Nos Ayuda a Conocer la Respuesta de
Nuestros Posibles Clientes y
Proveedores y Analizar Nuestros
Productos, El Precio, la Distribución y
en definitiva Todos los Factores a
analizar en el plan de Marketing de un
Negocio.
3. Que Tipo de Información Contiene el Estudio
de Mercado
Un Estudio de Mercado Consiste en
Conocer el Perfil y Comportamiento del
Cliente Objetivo, que a menudo se divide
en dististos segmentos o nichos de
Mercado, Así como determinar el Tamaño
actual y Futuro del Mercado, Anticipar las
Reacciones de la Competencia y
Proveedores e Identificar Posibles
Elementos.
4. Como se Clasifican los Productos y Servicios
1.1 Los Productos de
Conveniencias:
1.2 Los Productos de
Compra
1.3 Los Productos de
Especialidad
1.4 Los Productos no
Buscados
Son Bienes y Servicios
de Consumo que el
Cliente suele adquirir
con Frecuencia, de
inmediato y con un
mínimo esfuerzo de
comparación y
Compra. Por Ejemplo :
Los Detergentes para
Ropa, Los Dulces,
Revistas, etc.
Son Bienes y Servicios
de Consumo
adquiridos con menor
Frecuencia que los
Clientes comparan
cuidadosamente en
términos de
conveniencias por
Ejemplo: Automóviles,
Ropa, entre otros.
Son Productos de
consumo con
características de
marca únicos, por los
cuales un grupo
significativo de
compradores esta
dispuesto a realizar un
esfuerzo de compra
especial. Por Ejemplo :
El automóvil marca
lanborghini, una casa
de mayor inversión en
un lugar determinado.
Son Productos de
consumo que el
Consumidor no conoce
o que conoce pero
normalmente no
piensa comprar. El
consumidor no busca
las innovaciones mas
importantes hasta que
la conoce gracias a una
estrategia de
publicidad.
La Clasificación de los Productos se Pueden Definir según el Tipo de Consumidor de tal
manera que Puede ser de Consumo o Industrial. La Diferencia clave entre cada uno de
estos, es el tipo de uso que se le da.
1) Productos de Consumo: Son Aquellos Bienes y Servicios que un Consumidor Final
adquiere para su Consumo Personal, Estos Pueden Ser:
5. 2.1 Los Materiales y
Refacciones
2.2 Los Bienes de Capital 2.3 Suministros y Servicios
Abarcan las Materias Primas,
Materiales y Componentes
manufacturados.
Son Productos industriales
que ayudan en la producción
o a las otras operaciones del
comprador, incluyendo las
instalaciones, el equipo de
accesorio (generadores de
luz, ascensores sistemas de
cómputo) y equipo de oficina
(Computadoras , escritorios,
etc.
Abarcan los insumos para la
operación (lubricantes,
carbón, papel,lapices); son
productos de conveniencia
del campo industrial, ya que
suelen adquirirse con un
mínimo de esfuerzo o
comparaciones. Aquí están
los servicios de
mantenimiento y reparación
, asesoría de negocios,
consultas entre otros.
2) Productos Industriales: Son aquellos Productos que se adquieren para su
procesamiento posterior o para utilizarse en la realización de un negocio. Se dividen
en tres grupos:
6. El Producto
Es una opción elegible, viable y
repetible que la oferta pone a
disposición de la demanda, para
sastifacer una necesidad o atender un
deseo a través de su uso o consumo. El
producto es uno de la componentes
estructurales de la mezcla de
mercadotecnia.
7. Características del Producto
Los Productos pueden describirse en términos de sus
características y beneficios:
Las características de un Producto son sus rasgos; los
beneficios son las necesidades del cliente sastifechas
por tales rasgos. Algunos ejemplos de esos rasgos son:
Tamaño, Color, Potencia, Funcionalidad, Diseños ,
Horas de servicios y Contenido Estructural.
Los beneficios son menos Tangibles, Pero siempre
responden a la pregunta del Cliente. ¿ en que me
beneficia?.
Mientras que Normalmente los Rasgos del Producto son facilmente definibles,
hacer lo mismo con sus beneficios pueden ser mas delicado, ya que existen en
la mente del consumidor o cliente .
8. Características Fisicas
Son todas aquellas cualidades
perceptibles por los sentidos :
Cualidades organolépticas.
Las Propiedades organolépticas son
el conjunto de descripciones de las
características física que tiene la
materia en general, según las
pueden percibir nuestro sentido.
Por Ejemplo: Su Sabor, Textura, Olor, Color. Su estudio es importante
en las ramas de la ciencia en que es habitual evaluar inicialmente las
características de la materia sin instrumentos Científicos.
9. Caracacteristicas Funcionales
Empaque:
El empaque esta constituido por todas las actividades de diseño y elaboración del
contenedor o envoltura. Un paquete es el contenido o envoltura propiamente dichos.
El Empaque y el Paquete resultante tienen por objeto cumplir algunas funciones de
gran importancia:
Proteger el Productor en su cambio
hacia el consumidor.
Brinda Proteccion después de
comparar el Producto.
Forma parte del Programa de
Marketing industrial de la
compañía.
Forma parte del programa de
Marketing dirigido a los
Consumidores.
10. Caracacteristicas Funcionales
Una Forma de Sastifacer a los consumidores y obtener una
ventaja diferencial es el diseño del producto, que se refiere a
la disposición de los elementos que en conjunto constituyen un
bien o servicio. Con un buen diseño se mejora de la
comercialización del producto, pues facilita su operación,
mejora su calidad y su apariencia o reduce los costos de
producción.
Igual que el diseño, el color del producto suele ser un factor decisivo de la
aceptación o rechazo de un producto, sea este un vestido, una mesa o un
automóvil. La posibilidad de la ventaja diferencial se obtiene al conocer el color
adecuado y cuando cambiar los colores.
El color puede ser un factor importante incluso trantadose de productos de alta
Tecnologia.
11. Caracacteristicas Funcionales
Etiqueta:
Una Etiqueta es la parte de un producto que
contiene información acerca del el y el vendedor .
Pero tomar parte del empaque, aunque también
pueda ser un rotulo pegado al producto.
Tipos de Etiquetas:
Las etiquetas caen dentro de tres
grandes clases:
Una etiqueta de marca no es otra cosa que la marca aplicada al producto o
empaque.
Una etiqueta descriptiva proporciona información objetiva sobre el uso del
producto, su construcción, cuidado, desempeño o alguna otra característica
pertinente.
Una etiqueta de grado indica la calidad del producto con una letra, numero o
Palabra.
12. Caracacteristicas Quimicas
Cuando hablamos de caracteriscas Químicas nos
referimos a propiedades distintivas de los
productos que se observan cuando entran en
contacto otro material y que afectan de manera
positiva o negativa dicho elemento.
Las propiedades químicas se manifiestan en los
procesos químicos (reacciones químicas),
mientras que las propiedades propiamente
llamadas propiedades físicas , se manifiestan en
los procesos físicos, como el cambio de estado,
el desplazamiento, etc.
Ejemplos de Propiedades químicas:
Propiedades nutricionales (alimentos)
Corrosividad de ácidos.
Poder calorífico o energía calorífica.
Acidez
Reactividad.
13. Caracacteristicas Psicologica
La calidad:
Una sociedad de profesionales define la calidad del producto como el conjunto de
aspecto y características de un bien o servicio que determinan su capacidad de
sastifacer las necesides . A pesar de ser una definición aparentemente simple, los
consumidores sueles tener opiniones diferentes sobre lo que constituye la calidad de
un producto.
Aquí los gustos personales desempeñan un papel
decisivo: lo que le gusta a una persona le disgusta a otra.
Por tanto, es importante admitir que la calidad, igual que
la belleza, es en grande medida una cuestión objetiva.
Para algunas compañias , la calidad óptima significa
que el producto ofrece al comprador una experiencia
que corresponde a sus expectativas, pero sin que las
rebase. Desde este punto e vista, no tiene caso
efectuar costos adicionales para brindar una calidad
excesiva.
14. Caracacteristicas Psicologica
Una marca es un nombre o una señal cuya finalidad es,
identificar el producto de un vendedor o grupo de
vendedores, para diferenciarlo de los productos rivales.
Un nombre de marca esta compuesto por palabra, letras o
números que pueden ser vocalizadas.
Un emblema o logotipo es la parte de la marca que aparece
en forma de simbolo, diseño, color o letrero distintivos.
Una marca registrada es aquella que ha sido adoptada por
un vendedor y que goza de protección legal, incluye no solo
el emblema, como muchos creen, sino además el nombre de
marca
Un método de clasificar las marcas consisten en hacerlo a partir de los
propietarios. Tenemos así marcas de fabricantes y marcas de intermediarios; estas
ultimas pertenecen a los mayoristas o detallistas.
15. Otras Caracacteristicas del Producto
que Sastifacen la Necesidad
Servicio después de la Venta:
Muchas compañías ofrecen hoy un servicio de la venta,
sobre todo reparaciones, para cumplir con lo que estipula
su garantía. Otras ofrecen servicios como mantenimiento
y reparación no solo para sastifacer a sus clientes. Sino
también para acrecentar sus ingresos.
Un Fabricante puede delegar el servicio después de la venta e intermediarios,
remunerar su esfuerzo y hasta capacitar a los que lo prestaran. Esta táctica se advierte
principalmente en la industria automotriz y de computadoras personales.
😘Algunos fabricantes consideran lucrativo el mercado de los s💞ervicios después de
la venta que no quieren renunciar a el.
Igual que el empaque y otras características que sastifacen alguna necesidad, el
servicio después de la venta puede constituir una ventaja o desventaja diferencial para
la empresa. De ahí que deba figurara en la lista de asuntos a los que los gerentes han
de prestar una atención constante.
16. Otras Caracacteristicas del Producto que
Sastifacen la Necesidad
Garantía:
La finalidad de una garantía es asegurar a los compradores que
se les resarcirá en caso de que el producto no corresponda a
sus expectativas razonables.
En el pasado los tribunales parecían reconocer la validez solo
de la garantías Expresas:
Las que se formulaban por escritorio o forma oral. Generalmente su cobertura es muy
limitada y parecía proteger sobre todo al vendedor contra las reclamaciones del cliente.
En la actualidad los tribunales y los organismos gubernamentales han ampliado la
cobertura de las garantías al aceptar las garantías implícitas. Ello significa que el
vendedor tenia la intención de ofrecer una garantía, aunque no la haya expresado
explícitamente.
17. Propiedades de Un Producto
Propiedades Físicas , Químicas y Tecnicas
Físicas: Estas a su vez se pueden dividir en externas como tamaño, color,
peso, Olor, Textura, Envase, Estilo y Presentacion . Y en las internas como
sabor, Aroma, Tiempo de Perecibilidad y Propiedades.
Químicas: Propiedades Nutricionales (alimentos), corrosividad de
ácidos, Poder calorífico o energía calórica, Acidez, Reactividad.
Técnicas: Son las que Tienen que ver con capacidad, calidad,
versatilidad, materiales empleados, grado de pureza, vida útil y formula
química entre otro.
18. Que importancia Tiene la creación y desarrollo del producto en la
elaboración de un estudio de Mercado
El desarrollo de un nuevo producto se lleva a cabo en el ámbito de los negocios ,
ingeniería y el diseño , consiste en el Proceso completo de crear y llevar un nuevo
producto al mercado. Existen dos aspectos paralelos que se involucran en este
proceso: uno implica ingeniería de producto ; el otro, análisis de mercado.
Es Importante la Plantación y Desarrollo del Producto porque no permite a las
empresas evaluar las diferentes opciones de comercializacion . hacer un estudio de
mercado permite entender las características y preferencias del cliente.
19. La Oferta
Se define la oferta como aquella
propiedad dispuesta para ser enajenada
a cambio de un precio. Cuando las
condiciones de mercado vienen
caracterizadas por el precio en conjunto
de todos los pares de precio de mercado
y oferta, firman la llamada curva de
oferta.
Como la Oferta Interviene en el Estudio del Mercado
Refleja las cantidades que, por cada precio, los vendedores están dispuestos a poner a
la venta. Como regla general, cuanto mas elevado sea el precio, mayor sera la cantidad
ofertada.
El mercado garantiza que el precio tiende hacia el equilibrio. Si el precio fuese
demasiado alto s producido un exceso de oferta , y la única forma dar salida a los
excedentes seria bajando el precio hasta alcanzar el equilibrio. Por el contrario, si el
precio fuese demasiado bajo, el exceso de demanda empujaría los precios al alza.
20. La Demanda
Puede ser definida como la cantidad de
Bienes y Servicios que son adquiridos
por consumidores a diferentes precios,
a de una unidad de tiempo especifica ya
que sin un parámetro temporal no
podemos decir si de una cantidad de
demanda crece o decrece.
Como Interviene la Demanda en el Mercado
Refleja las Cantidades que los compradores están dispuestos a adquirir por cada precio.
Cuanto mas alto es este, si no varían otras circunstancias , menor sera la cantidad que
los demandantes estén dispuestos a comprar. Por lo contrario , si el precio baja, los
competidores estarán interesados en adquirir mayores cantidades de producto.
21. Importancia de los canales de
Distribucion
1) los hábitos de compra determinan los
canales de distribución, cuyo recorrido
debe comenzar con el consumidor y
remontarse hasta el producto.
2) Debe Existir una Adecuación entre los
Objetivos del marketing de la empresa y
los canales de distribución.
3) la participación en el mercado esta
determinada por la utilización de los
canales de distribución.
4) los canales de distribución han e ser
compatibles, e tal manera que el uso de
un canal no significa la exclusión de otro.
5) El canal de distribución valido es
aquel que proporciona mas difusión con
menores costos.
Que es un Canal de Distribucion
Se denomina canal de Distribución al
camino seguido en el proceso de
comercialización de un producto desde
el fabricante hasta el usuario industrial o
consumidor final , el conjunto de
personas u organizaciones que están
entre productor y usuario final son los
intermediarios.
22. Estructura de los Canales de Comercialización
1) Distribución de los Bienes de Consumo:
A) Canal Directo
(Productor -
Consumidor)
B) Canal
Detallista
(Productor-
detallista -
Consumidor)
C) Canal
Mayorista
(Productor-
Mayorista-
Detallista-
Consumidor)
D) Proucto-
Angente-
Detallista-
Consumidor.
E) Canal Agente
Intermediario
(Productor-
Angene-
Mayorisa-
detallista
El canal mas
breve y Simple
para Distribuir
Bienes de
consumo y
Incluye
Intermediarios
(Avión)
Muchos
Grandes
detallistas
compran
directamente a
los fabricantes
y Productores
agrícolas (Wal-
mart, PH)
Único canal
tradicional para
los Bienes de
consumo
(central
abastos)
En ves de usar
mayoristas
,Muchos
productores
prefieren
servirse de
agentes
intermediarios
para llegar al
mercado
detallista,
especialmente a
los detallistas en
gran escala.
Los fabricantes
a veces
recurren a
agentes
intermediarios
quienes a su
vez usan a
mayoritas que
venden a las
grandes
cadenas de
tiendas o a las
tiendas
Pequeñas.
23. A) Canal Directo
(Productor- Usuario
industrial)
B) Distribuidor
Industrial (Productor -
Distribuidor Industrisl-
Usuario Industrial)
C) Canal agente
intermediario
(Producto- Agentes-
Usuario Industrial)
D) Canal Agente
Intermediario -
distribuidor industrial
(Prorductor- agente-
distribuidor industrial-
Usuario industrial
Representa el volumen
de ingresos más altos
en los productores
industriales que
cualquier otra
estructura de
distribución .
(Fabricantes e
instalaciones como
aviones).
Los fabricantes de
suministro de
operación y de
pequeñoEquipo
accesorio
frecuentemente
recuren a fabricanes los
distribuidores
industriales para llegar
a sus mercados de
materiales de
construcion y de airé
acondicionado.
Es un canal de gran
utilidad para las
compañías que no tiene
su departamento de
ventas si una empresa
quiere introducir un
producto o entrar a un
mercado nuevo tal vez
prefiera usar agentes y
no su propia fuerza de
ventas.
se emplea cuando no
es posible vender al
usuario industrial
directamenteba traves
de los agentes . la venta
unitariabpuede ser
demasiado pequeña
para una venta directa
o quizás se necesita
inventario
descentralizado para
abastecer rápidamente
a los usuarios.
2) Distribución de los Bienes Industriales:
24. 3) Distribución de Servicios:
A) Productor - Consumidor: B) Productor- Agente - Consumidor:
Dada la intangibilidad de los servicios, el
procesos de producción y la actividad de
venta requiere a menudo un contado
personalmente el productor y el
consumidor. Por lo tanto se emplea un
canal directo (atención medica, corte e
Pelo).
No siempre Requiere el con canto entre el
productor y el consumidor en las
actividades de distribución. Los Agentes
asisten al productor de servicios en la
transferencia de la propiedad u otras
funciones conexas (agencias de viajes ,
alojamientos
25. Se define como la diferencian entre el
precio que paga el consumidor y el precio
que efectivamente obtiene el productor,
el precio de estos servicios son , en ultimo
termino , reflejo de la oferta y la
demanda que ellos presentan.
Margen de Comercialización
Que Importancia Tiene La
Fijación de Precios en la
etapa de Comercializacion
Que Se Debe Considerar para
Seleccionar el Canal de
Comercialización Apropiado
El Canal de Distribución debe
beneficiar a todas las partes
involucradas. Un Buen canal de
distribución debe beneficiar, tanto
al negocio como al cliente .
No debe afectar los costos del
negocio.
Que no desentone con tu producto
y marca.
Conocer la Cobertura de mercado
del canal de distribución .
Una adecuada Fijación de Precio
repercutirá en la capacidad de la
organización para alcanzar sus
objetivos, según la naturaleza de la
organización publica, privada, lucrativa
o no lucrativa.
26. Punto de Equilibrio
El punto de equilibrio,punto muerto o
umbral de rentabilidad, es aquel nivel
de ventas mínimo que iguala los
costes totales a los ingresos totales .
Por tanto, el punto muerto no es mas
que ese mínimo necesario para no
tener perdidas donde el beneficio es
Cero.
Que Importancia Tiene Punto
de Equilibrio
Herramienta financiera muy importante y
complementaria en los métodos de evaluación
de proyectos de inversion . Permite a los
administradores Planear la utilidad a obtener.