Materials and Parts
Capital Items
Supplies and Services
• Organizational marketing • Person marketing • Place marketing • Idea – social marketing Product and Service
Decisions
• Product Attributes:
– Quality
– Features
– Style and Design
• Packaging
• Labeling
• Product Support Services
Product Attributes
What roles/functions does
packaging
play in marketing?
...for manufacturers?
...for retailers?
...for consumers?
Example….
Labeling
Example….
Product mix: company’s complete assortment of goods and services
Product line: group of associated items
›either considered similar
›or used together
Line extension: new product added to existing line
(length)
Brand extension: new line added to existing mix
(width)
Product Mix Extensions
(depth)
Not the best brand extensions... In-Class
Activity
In groups of 3-4 people, discuss how this company can improve its product mix.
Should it widen, lengthen, or add depth to its current product mix?
