What factor/s do
you consider when
buying products?
REVIEW
Marketing Mix
MARKETING MIX
is a widely accepted strategic
marketing tool that combines the
original 4Ps (product, place, price,
promotion) with the additional 3Ps –
people, packaging, and process – in
formulating marketing tactics for a
product or service.
Marketing Mix (4Ps) –
product or physical goods
Extended Marketing Mix (7Ps) –
product and services
MARKETING MIX
PRODUCT
is defined as anything that can
be offered to a market for
attention, acquisition, use, or
consumption to satisfy a want or
need.
LEVELS OF
PRODUCTS
CLASSIFICATION
OF PRODUCTS
CLASSIFICATION OF PRODUCTS
• Consumer Products
• Industrial Products
CONSUMER PRODUCTS
• Convenience Product
• Shopping Product
• Specialty Product
• Unsought Product
CONVENIENCE PRODUCT
are goods that people normally
buy and consume frequently.
SHOPPING PRODUCT
goods that people
buy or consume less
frequently and are
more expensive than
convenience
products.
SPECIALTY PRODUCT
are those that are distributed
exclusively by an authorized distributor.
These are even more expensive than
shopping products.
UNSOUGHT PRODUCT
are goods and services that
consumers may not consider
highly necessary in their lives.
INDUSTRIAL PRODUCTS
• Raw Materials
• Finished Products
• Equipment
• Supplies
RAW MATERIALS
are goods that the firm processes
or assembles to create a new product.
FINISHED PRODUCTS
are the final products the firm
produces.
EQUIPMENT
are the machines and tools used in creating
products or providing services.
SUPPLIES
are products which may not necessarily be
used in creating the products, but are important
in the daily operations of a firm.
PACKAGING
BRANDING
FUNDAMENTALS OF
PRODUCT DEVELOPMENT
PRODUCT
LIFE CYCLE
PRICE
PRICE
is the (peso) value of a certain
product or service after considering
its costs, competition, objectives,
positioning, and target market.
PRICING
OBJECTIVES
COMMON
PRICING STRATEGIES
PROMOTION
PROMOTION
is the communicative element
of the marketing mix, involves
presenting the products or services
to the public and how these can
address the public’s needs, wants,
problems, or desires.
PLACE
PLACE
refers to a location or the
medium of transaction.
DISTRIBUTION CHANNELS
or marketing channel is the path
that a product takes before it is
sold to the customer. Determines
where and when the product will
be available to customers.
MARKETING INTERMEDIARIES
refers to individuals or
businesses that sell products to a
firm or another vendor, or to the
consumers themselves.
MARKETING INTERMEDIARIES
• Wholesalers
• Retailers
• Distributors
• Agents
WHOLESALERS
are independently-owned firms
that purchase and sell goods in
bulk quantities to vendors and
businesses.
RETAILERS
are individuals or groups of
people who sell goods directly to
consumers.
DISTRIBUTORS
also sell bulk products to other
businesses and vendors, only non-
competing products and product
lines.
AGENTS
are individuals who represent a
manufacturer or a company to
convince buyers to purchase their
products.
TYPES OF
DISTRIBUTION CHANNELS
• Direct Marketing Channel
Manufacturer Consumers
• Indirect Marketing Channel
Manufacturer Wholesalers Retailers Consumers
Manufacturer Big Retailer Consumers
INTENSITY OF
DISTRIBUTION
INTENSITY OF DISTRIBUTION
refers to the degree with which
marketing intermediaries are
involves in the distribution and
selling of products.
INTENSITY OF DISTRIBUTION
• Exclusive distribution
• Selective distribution
• Intensive distribution
EXCLUSIVE DISTRIBUTION
employs only one intermediary
in a specific area. To maintain
control over the production and
the selling of their products.
“exclusive dealing arrangements”
SELECTIVE DISTRIBUTION
utilizes several intermediaries in
specific areas. Often sold in high-end
malls and retail stores.
“electronic appliances and gadgets”
INTENSIVE DISTRIBUTION
selling products in as many
outlets as possible.
“food and toiletries”