UNIT 2
Product Decision
2.1 INTRODUCTION
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 ...
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