The Marketing Mix:

Product

Textbook , Chapter 12 [pg 156-166]

Name: …………………………………………………

Class: …………

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Learning outcomes:
• Identify the marketing mix (4Ps’)
• Differentiate type of product
• Identify costs and benefits of developing new products
• Explain how the brand image can impact on sales and customer loyalty
• Identify role of packaging
• Demonstrate an understanding of the product life cycle; main stages and
extension strategies
• Draw and interpret a product life cycle diagram
• Discuss how the stages of the product life cycle can influence marketing
decisions.eg: promotion and pricing decisions

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The Marketing Mix (4Ps’)

P_________

P_________

P_________

P_________

Types of products

1) C_________ goods = Goods that are used up by consumers.

(Example: ___________)

2) Consumer s_______ = Services that are produced for people.

(Example: __________)

3) P ________ goods = Goods produced for businesses.

(Example: __________)

4) Producer s_______ = Services for businesses.

(Example: _______________________)

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What makes a product successful?

• It __________ existing needs and wants of consumers.

• It has g_______ design- performance reliability; quality should all be

consistent with the product’s brand image.

• It is _________ of stimulating new wants from the consumer.

• It has something very __________ that makes it appear different.

• The business has produced the _________ product / introduce new

changes to the original product before its competitors.

• The product is not too ________ to produce (relative to the price that
could be charged).

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Product Development

1.

2. Select the best ideas for

_______________________

3. _______________________

_________________________for
the product to be a success

_______________________

4. _________________________

5. _______________________

_________________________to
test the market

_______________________

6. Go to a ____________ of the
product to the whole market.

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The Costs and Benefits of developing new product

Benefits (Advantages) Costs (Disadvantages)

The Importance Of Brand Image

• Unique name.
• Unique packaging.
• Needs advertising to enforce the brand’s qualities.
• Higher price than unbranded products.
• Higher quality than unbranded products.
• Creates a brand image (unique image associated with using the product).
• Creates brand loyalty.
• Consistent quality.

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Definitions to learn:

Unique Selling Point (USP) ____________________________________

___________________________________________________________

Brand name ________________________________________________

___________________________________________________________

Brand loyalty ________________________________________________

___________________________________________________________

Brand image ________________________________________________

___________________________________________________________

Packaging __________________________________________________
___________________________________________________________

Packaging
Reasons:
1) To protects the product.
2) It is suitable for the product to fit in.
3) It is easy to transport the product.
4) It is eye-catching.
5) It carries information about the product.
6) It is easy to open the container and use the product.
7) It promotes the brand image.

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The Product Life Cycle (Draw the diagram)

Extending the product life cycle

1) To introduce new variations of the original product.
2) To use a new advertising campaign.
3) To sell into new markets.
4) To introduce a new, improved version of the old product.
5) To make small changes to the product’s design, colour or packaging.
6) To sell through additional or different retail outlet.

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