product

Topics: Marketing, Product management / Pages: 18 (5105 words) / Published: Feb 24th, 2015
Marketing mix - Product
Agenda
✦ Product
✦ Service
✦ Product life cycle
✦ Experience
Aim: transform strategic decisions already take into a sustainable and attracted commercial offer.
From a managerial point the key question is: how can we transform our decision, our value proposition into something that can be bought by the market?
We have to consider that there are several models that have been suggested over time to depict from a managerial view point what marketing mix meansthey clarify the key managerial levers to transform a strategic value proposition into an attractive commercial offer.
Key levers that must be run to identify an attractive commercial offers? 4 p’s model by McCarthy: a commercial offer must be identified according to 4 levers: product, price , promotion and place.
Product: we need to transform the value proposition into an output that can be tangible or not and represent the determinant of the exchange.
Price: if an exchange takes place, a price is suggested to the target audience to have the info for taking a final decision.
Promotion: the target audience must be aware of our offerit’s a matter of communication of the key characteristics of the company’s offer.
Place: the company must ensure all the necessary conditions which allow the physical delivery of the outputit’s a matter of distribution channel selection.
These 4 determinants relate both the object of the exchange and all the actions taken to allow that the exchange can take place (awareness and deliverability).

Some other models have been suggested in the past years: they are more complex since there is the introduction of further variables that the company should assess in order to better identify the commercial offer. One of these models is the 7 p’s model:
Personnel: clarify the growing relevance of the human nature of the offer, of the service embedded in the offer and of course it highlight the relevance of the human contribution beyond technology which is embedded into

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