 Product & Place are more strategic intensive than price & promotion.

 Ansoff’s matrix – diversification is inorganic.

 Analytics to be primarily used for new products instead of intuition.
 Product = customer solution to a problem.
 Price = cost; Place = convenience; Promotion = Communication.
 Repositioning = the gap between intended & actual promotion.
 Commodity is not branded, product is branded.
 Types of products: Convenience, Shopping, Specialty
 Convenience products use intensive (More dealers, less volume per dealer) dealership or
networking system.
 Shopping products & speciality products use selective networking system (Less dealers,
More volume per dealer)
