May 2024
Intermediate to advanced
208 pages
4h 55m
English
In the previous chapter, we studied that marketing aims to achieve profit by creating value, communicating value and delivering value. To achieve marketing objectives, marketers have a set of controllable tools in their hands. Popularly, this is called a marketing mix. Marketing mix encompasses product, price place and promotion. We will be discussing each of these tools in the following chapters. This chapter will focus on product-related decisions.
Many people think that a product is tangible, but a product is anything that can be offered to a market to satisfy a want or a need, including physical ...