Introduction

Clearly, perfume is more than just perfume when Revlon sells it. Revlon's great success in the rough-and-tumble fragrance world comes from developing an innovative product concept. An effective product concept is the first step in marketing-mix planning.

This chapter begins with a deceptively simple question: Wiiat is a product? After answering this question, we look at ways to classify products in consumer and business markets and look for links between types of product and types of marketing strategy. Next, we see that each product requires several decisions that go beyond product design. These decisions involve branding, packaging, labelling and product-support services. We move from decisions about individual products to decisions about building product tines and product mixes. Finally, we address some complex considerations in international product decisions.

Was this article helpful?

0 0
Empowered Success Bible

Empowered Success Bible

Get All The Support And Guidance You Need To Be A Success At Everything In Your Life with Empowered Success Bible. Success, just like any other thing is definitely not an accident. It happens for a reason and on purpose, whether people strive for it or not. Success is a wonderful world and concept. People have always been striving for it all through their lives. And many people have long been pursuing success; others start their journey towards it and often find it immediately. Success to some means domination and capture of another.

Get My Free Ebook


Post a comment