'PRODUCT' IS THE MOST

IMPORTANT ELEMENT IN THE

MARKETING-MIX.
 KONSEP PRODUK TOTAL

PRODUK
= BARANG
+ KEMASAN
+ MEREK
+ LABEL + PELAYANAN

+
JAMINAN

=
A BUNDLE OF
CUSTOMER
SATISFACTION
  JENIS  INDIVIDUAL
PRODUCT MIX  QUALITY  BRAND BRAND NAME
NAME  SEPARATE NAME
 BRAND  COMPANY NAME
 BRAND COMBINED WITH
MARK INDIVIDUAL
PRODUCT ITEM  TRADE BRAND NAME
MARK

PRODUCT LINE  LABEL  BRAND LABEL

 GRADE LABEL
 DESCRIPTIVE LABEL
COMPONENT OF
PRODUCT MIX  PACKAGE
 PRIMARY PACKAGE
 SECONDARY PACKAGE
 STYLE  SHIPPING PACKAGE
 SERVICE
 OPTION
 RETURN
 FEATURE
 WARENNES
 SIZE
  STAPLES
KLASIFIKASI PRODUK GOODS
 CONVENIEN  INPULSE
-CE GOODS GOODS
 SHOPPING  EMER-
SERVICES GOODS CONSUMERS GOODS GENCY
 SPECIALTY GOODS
GOODS
 UNSOUGHT
INDUSTRIAL
GOODS

 RAW MATERIALS
 MATERIAL  NATURAL PRODUCT
AND PARTS  MANUFACTURED MATERIALS

 CAPITAL  INSTALLATION OF BUILDINGS

ITEMS  ACCESSORY EQUIPMENT

 SUPPLY  OPERATING SUPPLIES

 SUPPLIES
AND  MAINTENANCE AND
SERVICES REPAIR ITEMS
 BUSINESS
SERVICES
 MAINTENANCE AND
REPAIR SERVICES
 BUSINESS ADVISORY
SERVICES
 TINGKAT-TINGKATAN (LEVEL) PRODUK
LEVEL PRODUK KEBUTUHAN KONSUMEN

MANFAAT
PRODUK UTAMA

FUNGSIONAL
PRODUK GENERIK

KELAYAKAN
PRODUK HARAPAN

KEPUASAN
PRODUK PELENGKAP

PRODUK POTENSIAL MASA DEPAN

 PENGERTIAN PRODUK

TUJUAN KEBUTUHAN

PRODUSEN SESUATU PERMINTAAN PASAR

DAYA BELI
KAPASITAS
THE NEW PRODUCT DEVELOPMENT PROCESS

STEP 1 : IDEA GENERATION

STEP 2 : SCREENING

STEP 3 : BUSINESS ANALYSIS

STEP 4 : PRODUCT
DEVELOPMENT

STEP 5 : TEST MARKET

STEP 6 : COMMERCIALIZATION
 A PRODUCT CLASSIFICATION SYSTEM

PRODUCT

CONSUMER INDUSTRIAL
PRODUCTS PRODUCTS

.CONVENIENCE INSTALLATIONS
GOODS ACCESSORY
- SHOPPING EQUIPMENT
GOODS - COMPONENT
SPECIALTY PARTS AND
GOODS MATERIAL
RAW MATERIAL
OPERATING
SUPPLIES
INDUSTRIAL
SERVICES
CLASSIFYING CONSUMER GOODS

UNSOUGHT GOODS

REGULARLY PERIODICALLY
UNSOUGHT UNSOUGHT

SOUGHT GOODS

CONVENIENCE SHOPPING

SPECIALTY
 EMPAT TAHAP PLC

PENJUALAN 1) 2) 3) 4)
DAN
LABA
PENJUALAN
INDUSTRI
1) INTRODUCTION
2) GROWTH
3) MATURITY
LABA
4) DECLINE (+)
INDUSTRI
0

(-)

WAKTU
 HUMAN LIFE CYCLE

PRODUCT HUMAN BEINGS

ORIGINATION OF AN IDEA CONCEPTION

DEVELOPMENT GESTATION
LAUNCH BIRTH
GROWTH CHILDHOOD AND
ADOLESENCE
MATURITY MATURE ADULTHOOD
SATURATION MIDDLE AGE
DECLINE OLD AGE
ELIMINATION OR PRODUCT DEATH
RATIONALISATION