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THE MARKET OFFER

8/30/2012. E ole Gabriel. 2. UNDERSTANDING THE MARKET OFFER. What is a Product?A Product is anything that can be offered to a market to satisfy a need.Product MixThis is also referred as ?Product assortment'. It is the set of all products and items that a particular seller offers for sale. It ha

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THE MARKET OFFER

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    1. 8/30/2012 E ole Gabriel 1 THE MARKET OFFER By Elisante Ole Gabriel (Tanzania) Chartered Marketer egabriel@edenconsult.net, www.olegabriel.com +255-784-455-499

    2. 8/30/2012 E ole Gabriel 2 UNDERSTANDING THE MARKET OFFER What is a Product? A Product is anything that can be offered to a market to satisfy a need. Product Mix This is also referred as ‘Product assortment’. It is the set of all products and items that a particular seller offers for sale. It has Width, length, depth and consistency (Read)

    3. 8/30/2012 E ole Gabriel 3 PRODUCT CLASSIFICATION This is based on characteristics of the product(s). The characteristics include; Durability Tangibility Nature of use (Industrial or Consumer) In regard to consumer goods, they can be of Convenience, Shopping, Specialty , or unsought type.

    4. 8/30/2012 E ole Gabriel 4 WHAT IS A BRAND? By the AMA, A brand is a name, term, sign, symbol, or design or a combination of them, intended to give a distinction from competitors. It is given a social meaning by marketers and customers. Branding is the art and cornerstone of marketing.

    5. 8/30/2012 E ole Gabriel 5 Brand Equity This is the power and value the brand has in the market place. This to include acceptability, awareness, preference, etc It is important to bear in mind the market of reference. A brand can be very poerfull in one market but not necessarily so to other markets.

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