Product as a part of marketing mix

1. PRODUCT AS A PART OF
MARKETING MIX
BY
SMART LEARNING WAY

2. FLOW OF PRESENTATION
 Definition of the marketing?
 What is marketing mix?
 Introduction of marketing mix
 Elements of marketing mix
 Definition of the product
What is product?
 Introduction of the product

3. CON…
 Product as a part of the marketing mix
 Conclusion
 Review of the topic
 Bibliography

4. DEFINITION OF THE MARKETING
The American marketing
association(AMA) defines, marketing as, ‘the
Process, planning and executing the
conception, promotion and distribution or
ideas and services to create exchanges that
satisfy individual & organization goals.

5. INTRODUCTION OF MARKETINE
MIX
The marketing mix is concerned with the
realities and practicalities of how the marketing
objectives may be turned into specific marketing
plans and activities. The role of the marketing mix is
to move objectives and plans into reality of
implementation and achievement

6. CON….
In order to achieve your marketing objectives you
need to have a strategy that includes different elements - the
various parts of the marketing mix. Calling it a mix reminds
you to try and get the balance right between the different
elements. It is easy to assume that one part of the mix is
wrong, when in fact it is another.

7. WHAT IS MARKETING MIX ?
Marketing Mix acts as a stimulus and
resulting variables such as consumer satisfaction,
market share, return on investment and company
image as respondent. The marketing objectives
represent desired responses. The firm will be judged
by out spiders on the basis of results achieved. Under
customer-oriented marketing plans and strategies

8. CON….
main marketing objectives are naturally
consumer- citizen satisfaction and profitability
through serving the demand, customers and
customer needs.

9. ELEMENTS OF MARKETING MIX
 Product
 Price
 Promotion
 Place
 People
 Process
 Physical Evidence

10. DEFINITION OF THE
PRODUCT
 The end result of the manufacturing process, to be
offered to the marketplace to satisfy a need or want

11. CON…
 Products are the goods a business offers to
consumers. The product marketing mix defines all
the elements necessary to sell these goods in the
marketplace. As part of the overall marketing mix
(which also includes price, place and promotion),
product plays the most important role in marketing
strategy development.

12. CON…
 The variety of product lines that a company
produces, or that a retailer stocks. Product mix
usually refers to the length (the number of products
in the product line), breadth (the number of product
lines that a company offers), depth (the different
varieties of product in the product line), and
consistency (the relationship between products in
their final destination) of product lines. Product mix
is sometimes called product assortment.

13. INTRODUTION OF THE
PRODUCT
Product means the tangible parts products
and services such as the quality and design. For
example, if marketers want a lower quality product, this
ensures that they can offer a lower price and attract
more customers in accordance with the law of demand.
If marketers decide on a higher quality product, they
will lose customers, but they compensate this by having
prices higher and this type of product usually attracts
weal.

14. CON…
The product, service, or program
includes both tangible and intangible elements.
The tangible, because, those things that the
customer can see, touch, feel, taste, or smell.
The intangible include such things as the
image of the offering ... which includes the
image of the organization making the offering,
the psychological aspects of pricing.

15. CON…
Product is actually a complex, multidimensional
concept. It is defined broadly enough to include
services, programs, and attitudes and includes
whatever you are offering the target market in an
effort to meet their needs. It involves all tangible and
intangible aspects of the good or service you offer
your target market.

16. WHAT IS PRODUCT ?
A Product is a bundle of satisfaction that a
customer buys. It is a set of attributes put together in
some distinct form.
in the words of philip kotie, ‘A product is
anything that can be offered to market for attention,
acquisition use or consumption that satisfy a want or
need. It includes physical object, service, person,
place, organization and idea.
It is clear from the above definition that
product is a wider term an overall concept which

17. CON..
provide a set of utilities to the customer and various
inputs and processes that deliver profits to the
organization.
American marketing association defines
service as “Activates benefits or satisfaction which
are offered for sale of good”.
philip kotler says, “ service is an act or
performance that one party can offer to another that is
essentially intangible and dose not result in the
ownership of anything.

18. CON…
Product is designed to match customer need.
product includes product size, quality, branding and
packaging.

19. Product as a part of marketing
mix
Every organization has a product mix
that is made up of product lines. Product lines
contain product items. Each product item is a
product or service as well as the brand,
package, and services associated with it. There
are six components as follows :

20. CON…
Services: Interpreters in visitor centers are providing
an information service.
Package: In the product world this is the container.
In the NPS world this could be the surroundings in
which a program is delivered. The atmosphere of a
visitor center might be considered the package in
which the visitor center experience is delivered.

21. CON…
Brand: The brand in our case is the National Park
Service and all of the image attributes that are associated
with the NPS.
Product Item: A distinct unit within a product line
that is distinguishable by size, price, appearance, function,
or some other attribute. A guided hike along a particular
trail might be a product item.

22. CON…
Product Line: A group of products within a product
mix that are closely related, either because they meet
the same need, function in a similar manner, or share
some other characteristic. Interpretation might be
considered a product line.
Product Mix (assortment): the set of all product
lines and items that an organization offers its target
market's. Everything the NPS offers target market's
constitutes its product mix.

23. CON…
Products come in several forms. Consumer products can
be categorized as convenience goods, for which
consumers are willing to invest very limited shopping
efforts. Thus, it is essential to have these products
readily available and have the brand name well known.
Shopping goods, in contrast, are goods in which the
consumer is willing to invest a great deal of time and
effort.

24. C0N…
For example, consumers will spend a great deal of
time looking for a new car or a medical procedure.
Specialty goods are those that are of interest only to a
narrow segment of the population—e.g., drilling machines.
Industrial goods can also be broken down into subgroups,
depending on their uses. It should also be noted that,
within the context of marketing decisions, the term product
refers to more than tangible goods—a service can be a
product, too.

25. CONCLUSION
The success of marketing services
Lies in understanding the four levels of service
product. This analysis helps service marketer to
focus on customer needs and differ nation of
service offering. The augmented level that is the
Key to differentiation consists of three
components of the service.

26. Review of the topic
 Definition of the marketing?
 What is marketing mix?
 Introduction of marketing mix
 Elements of marketing mix
 Definition of the product
What is product?
 Introduction of the product

27. CON…
 Product as a part of the marketing mix
 Conclusion

28. Bibliography
 Services marketing
vasanti venugopal
himalya publishing house
 marketing management
S.A.Sherlekar
himaly publishing house