Fundamentals of Marketing

The term Guerilla marketing is easily traced to guerilla warfare which utilizes unusual tactics to achieve a goal in a competitive and callous environment. The term, “Guerilla marketing” was coined by Jay Conrad Levinson (1983) in his book, “Guerilla Marketing”,. The term has since entered the popular vocabulary and marketing textbooks. The business environment is […]

It is very important to clearly state the objective of the product development effort in order to provide direction for product-development decisions. Generally, product development programmes may be designed to implement the corporate marketing plan or to implement the marketing strategy for a given product or product line. There are four basic types of product

 INTRODUCTION   In our previous discussions, a product was defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. In this regard, a product might be said to include physical objects, services, persons, places, organisations, and ideas. In addition, every product should

Several product classification systems have been devised for the efficient marketing of products and services. In the first place, all products and services can be broadly grouped into two major classes on the bases of the types of consumers that use them. These classes are: consumer products and industrial products. In the second place, these

This article introduces you to fundamental product concepts, beginning with a broad definition of “product”. After this, we will see how marketers classify the products they deal with and, this is usually a vital step in designing your marketing strategy. The unit also takes you through the elements that make up a product. THE MEANING