{"id":1050,"date":"2022-04-21T18:33:00","date_gmt":"2022-04-21T16:33:00","guid":{"rendered":"https:\/\/support.centreforelites.com\/fundamental-product-concepts\/"},"modified":"2024-03-14T08:05:57","modified_gmt":"2024-03-14T06:05:57","slug":"fundamental-product-concepts","status":"publish","type":"post","link":"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/","title":{"rendered":"Fundamental Product Concepts"},"content":{"rendered":"\n<p class=\"\">This article introduces you to fundamental product concepts, beginning with a broad definition of &#8220;product&#8221;. 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 <a href=\"https:\/\/support.centreforelites.com\/ru\/elements-compounds-and-mixtures\/\">elements<\/a> that make up a product.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f3272bd28c6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f3272bd28c6\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#THE_MEANING_OF_A_PRODUCT\" >THE MEANING OF A PRODUCT<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#_PRODUCT_LEVELS\" >&nbsp;PRODUCT LEVELS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#_ELEMENTS_OF_A_PRODUCT\" >&nbsp;ELEMENTS OF A PRODUCT<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#_PRODUCT_ATTRIBUTES\" >&nbsp;PRODUCT ATTRIBUTES<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#_PRODUCT_QUALITY\" >&nbsp;PRODUCT QUALITY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#PRODUCT_FEATURES\" >PRODUCT FEATURES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#_PRODUCT_DESIGN\" >&nbsp;&nbsp;PRODUCT DESIGN<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#B_R_A_N_D_I_N_G\" >B R A N D I N G<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#PACKAGING\" >PACKAGING<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/support.centreforelites.com\/ru\/fundamental-product-concepts\/#_PRODUCT%E2%80%93SUPPORT_SERVICES\" >&nbsp;PRODUCT&#8211;SUPPORT SERVICES<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"THE_MEANING_OF_A_PRODUCT\"><\/span><span style=\"mso-bookmark: bookmark991;\"><span style=\"mso-bookmark: bookmark993;\">THE MEANING OF A PRODUCT<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><a name=\"bookmark993\"><\/a><\/p>\n\n\n\n<p class=\"\">Let us start by asking you to name any three &#8220;products&#8221; off-head. You are most likely to consider things like cola, shoes, cars. . or three other similar products.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"509\" src=\"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Product-Concept.jpg?resize=900%2C509&#038;ssl=1\" alt=\"Fundamental Product Concept\" class=\"wp-image-2163\" srcset=\"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Product-Concept.jpg?w=900&amp;ssl=1 900w, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Product-Concept.jpg?resize=300%2C170&amp;ssl=1 300w, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Product-Concept.jpg?resize=768%2C434&amp;ssl=1 768w, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Product-Concept.jpg?resize=18%2C10&amp;ssl=1 18w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption class=\"wp-element-caption\">Fundamental Product Concept<\/figcaption><\/figure>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 120%;\">Indeed, you might not think of games reserves, WEMA Treasure account, or <\/span><span style=\"font-size: 13pt; line-height: 120%;\">the popular TV comedy &#8211; &#8220;Papa Ajasco&#8221;. This is because when we are on the buying end of an exchange, we often think of products as tangible objects, that <\/span><span style=\"font-size: 14pt; line-height: 120%;\">is, things we can actually touch and possess. Football teams, transport <\/span><span style=\"font-size: 13pt; line-height: 120%;\">companies, TV programmes etc. provide an intangible service for our use or <\/span><span style=\"font-size: 14pt; line-height: 120%;\">enjoyment, not for our own.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 120%;\">Hence, from the <a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/marketing-functions.html\">marketing<\/a> point of view, a product is defined as anything offered for sale for the purpose of satisfying a need or want on both sides of <\/span><span style=\"font-size: 13pt; line-height: 120%;\">the exchange process. In this regard, a product includes a tangible object that marketers refer to as a good, as well as an intangible service (such as an ideas, a place, an event, an organization etc), or any combination o f tangible objects <\/span><span style=\"font-size: 14pt; line-height: 120%;\">and intangible services.<\/span><\/p>\n\n\n\n<p class=\"\">Quite often, most products consist of a bundle of attributes that can be heavy on the tangible side, or heavy on the intangible side, or anywhere in between.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_PRODUCT_LEVELS\"><\/span><span style=\"mso-bookmark: bookmark997;\"><span style=\"mso-bookmark: bookmark995;\"><span style=\"mso-bookmark: bookmark994;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark997;\"><span style=\"mso-bookmark: bookmark995;\"><span style=\"mso-bookmark: bookmark994;\">PRODUCT LEVELS<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><a name=\"bookmark997\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">As illustrated in the Figure below, products can be viewed under five levels. Each of <\/span>these levels adds more customer value, and the five constitute a customer value hierarchy. The most fundamental level is the core benefit i.e. the <span style=\"font-size: 13pt; line-height: 120%;\">fundamental service or benefit that the customer is really buying. For instance, <\/span>the core benefit enjoyed by a guest in a hotel is &#8220;rest and sleep&#8221;.<\/p>\n\n\n\n<p class=\"\"><b><i><a name=\"bookmark999\"><\/a><a name=\"bookmark998\"><\/a><span style=\"mso-bookmark: bookmark998;\"><span style=\"mso-bookmark: bookmark999;\">Figure 8.1: Levels of a Product<\/span><\/span><\/i><\/b><\/p>\n\n\n\n<p class=\"\"><span style=\"text-decoration: none; text-underline: none;\">At the second level, the marketer has to turn the core benefit into a basic product. In the hotel example, such things as a bed, bathroom, towels, table, chair, dresser and closet are the basic products enjoyed by a guest in the hotel. In the third level, the marketer prepares an expected product i.e. a set of attributes and conditions buyers normally expect when they purchase a product. For instance, hotel guests expect a clean bed, fresh towels, working lamps, and a relatively quiet <\/span><span style=\"font-size: 14pt; line-height: 132%; text-decoration: none; text-underline: none;\">environment.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"text-decoration: none; text-underline: none;\">At the fourth level, the marketer prepares an augmented product that exceeds customer expectations.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"text-decoration: none; text-underline: none;\">In this wise, a hotel can include a remote-controlled TV. Set, remote-controlled air conditioner, fresh flowers, rapid check-in, express checkout, and fine dining and room service. You need to understand that in the developed countries, however, competition takes place mostly at the <\/span><span style=\"font-size: 13pt; line-height: 132%; text-decoration: none; text-underline: none;\">expected product level.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"text-decoration: none; text-underline: none;\">At the fifth level, is the potential product, which consists of all the possible augmentations and transformations the product might undergo in the future.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">The foregoing description of the different layers of a product should make it clear that a product is definitely more than a simple set of tangible features. Consumers actual y want to see products as a complex bundle of benefits that <\/span>satisfy their needs. The facts, as of today are that most competition takes place at the product augmentation level. This is why successful firms add <span style=\"font-size: 13pt; line-height: 120%;\">benefits to their offers. Such benefits not only satisfy the customers, they are <\/span>also delighted.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_ELEMENTS_OF_A_PRODUCT\"><\/span><span style=\"mso-bookmark: bookmark1004;\"><span style=\"mso-bookmark: bookmark1002;\"><span style=\"mso-bookmark: bookmark1001;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark1004;\"><span style=\"mso-bookmark: bookmark1002;\"><span style=\"mso-bookmark: bookmark1001;\">ELEMENTS OF A PRODUCT<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"\"><a name=\"bookmark1004\"><\/a><\/p>\n\n\n\n<p class=\"\"><a href=\"https:\/\/support.centreforelites.com\/ru\/elements-compounds-and-mixtures\/\">Elements<\/a> that make up a product include attributes, branding, packaging, <span style=\"font-size: 13pt; line-height: 124%;\">labelling, and product support services. Certain decisions along these lines are often made concerning the <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">development<\/a> and marketing of individual products. <\/span>Each of these <a href=\"https:\/\/support.centreforelites.com\/ru\/elements-compounds-and-mixtures\/\">elements<\/a> applies to all categories of products. However, the <span style=\"font-size: 12pt; line-height: 124%;\">way marketers handle them can vary significantly from one product to another.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 122%;\">Actual y, one of the primary goals of marketers is to differentiate their products from competing ones by developing unique <a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/types-of-strategy.html\">strategies<\/a> for each product element. <\/span>We shall be taking a closer look at each of these <a href=\"https:\/\/support.centreforelites.com\/ru\/elements-compounds-and-mixtures\/\">elements<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_PRODUCT_ATTRIBUTES\"><\/span><span style=\"mso-bookmark: bookmark1008;\"><span style=\"mso-bookmark: bookmark1006;\"><span style=\"mso-bookmark: bookmark1005;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark1008;\"><span style=\"mso-bookmark: bookmark1006;\"><span style=\"mso-bookmark: bookmark1005;\">PRODUCT ATTRIBUTES<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark1008\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 122%;\">The <a href=\"https:\/\/support.centreforelites.com\/ru\/definition-of-growth-and-development\/\">development<\/a> of a product necessarily involves the consideration of the <\/span>benefits that the product will offer. Such benefits are communicated and <span style=\"font-size: 13pt; line-height: 122%;\">delivered by product attributes like quality, features and design. The degree of <\/span>consideration given to these attributes has far-reaching implications on consumers&#8217; acceptance of the product.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_PRODUCT_QUALITY\"><\/span><span style=\"mso-bookmark: bookmark1012;\"><span style=\"mso-bookmark: bookmark1010;\"><span style=\"mso-bookmark: bookmark1009;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark1012;\"><span style=\"mso-bookmark: bookmark1010;\"><span style=\"mso-bookmark: bookmark1009;\">PRODUCT QUALITY<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"\"><a name=\"bookmark1012\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 135%;\">Quality is one of the marketing manager&#8217;s strategies of placing the product in the mind of the prospect or the consumer (i.e. positioning). Whenever a product <\/span>is being developed, the issue of quality comes under two dimensions: level <span style=\"font-size: 13pt; line-height: 135%;\">and consistency. In the first case, the marketing manager must choose the quality of a product to perform its functions, such as overall durability, reliability, <\/span>precision, ease of operation, and repairs, as well as other valued attributes. The second consideration for quality is in respect of consistently delivering the targeted level of quality to consumers. Hence, there should be no defects in the products being offered to the market. In addition, no variations should be spot ed in them.<\/p>\n\n\n\n<p class=\"\">It is realization of the need for high levels of quality consistency that firms <span style=\"font-size: 13pt; line-height: 117%;\">At up quality control units. General y, good quality control measures involve <\/span>preventing defects before they occur, through better product design and improved manufacturing process.<\/p>\n\n\n\n<p class=\"\"><span style=\"text-indent: 35pt;\">In recent times, many business enterprises have embraced &#8220;Total Quality Management (TQM) as an important tool to constantly improve product and process <\/span><span style=\"font-size: 13pt; line-height: 125%; text-indent: 35pt;\">quality in every facet of their activities. Such companies are gradual y turning quality into a <\/span><span style=\"font-size: 12pt; line-height: 125%; text-indent: 35pt;\">potent strategic weapon for gaining an edge over competitors by offering products and services <\/span><span style=\"font-size: 13pt; line-height: 125%; text-indent: 35pt;\">that bet er serve customers&#8217; needs and preferences for quality.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PRODUCT_FEATURES\"><\/span><span style=\"mso-bookmark: bookmark1016;\"><span style=\"mso-bookmark: bookmark1014;\"><span style=\"mso-bookmark: bookmark1013;\">PRODUCT FEATURES<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"\"><a name=\"bookmark1016\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 127%;\">Another important product attributes are the features of particular production processes. A product can be offered with varying features. A model without any extras (a &#8220;stripped-down&#8221; model) is usual y the starting point. The company can simultaneously create <\/span><span style=\"font-size: 12pt; line-height: 127%;\">higher-level models by adding more features. Consider an automobile-manufacturing plant for <\/span><span style=\"font-size: 13pt; line-height: 127%;\">example.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 127%;\">A &#8220;stripped-down&#8221; model of the vehicles being produced will contain no extra features like air-conditioners, headrests, alloy rims, car stereo etc. However, the higher <\/span><span style=\"font-size: 12pt; line-height: 127%;\">models which contain any one or combinations of these extras features are fast becoming a <\/span>competitive tool for differentiating the company&#8217;s products from competitors. What is <span style=\"font-size: 12pt; line-height: 127%;\">general y needed here is some high degree of innovativeness backed by a sound and <\/span><span style=\"font-size: 13pt; line-height: 127%;\">efficient marketing research unit.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_PRODUCT_DESIGN\"><\/span><span style=\"mso-bookmark: bookmark1020;\"><span style=\"mso-bookmark: bookmark1018;\"><span style=\"mso-bookmark: bookmark1017;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark1020;\"><span style=\"mso-bookmark: bookmark1018;\"><span style=\"mso-bookmark: bookmark1017;\">PRODUCT DESIGN<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p class=\"\"><a name=\"bookmark1020\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt;\">The process of designing a product&#8217;s style and function concerns creating that is attractive, <\/span>easy, safe, and inexpensive to use and service. It should also be simple and economical to <span style=\"font-size: 13pt;\">produce and distribute.<\/span><\/p>\n\n\n\n<p class=\"\">Just like product features, product design can be one of the most powerful competitive <span style=\"font-size: 13pt; line-height: 134%;\">weapons in a company&#8217;s marketing arsenal.<\/span><\/p>\n\n\n\n<p class=\"\">For instance, good designs can attract attention, improve product performance, cut production <span style=\"font-size: 13pt; line-height: 134%;\">costs, and give the product a strong, competitive advantage in the <a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/target-market-strategies.html\">target market<\/a>.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"B_R_A_N_D_I_N_G\"><\/span><b>B R A N D I N G<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\">&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 135%;\">A forward-looking marketing manager will usually consider the issue of branding, as part of his strategic plans. But what is a brand?<\/span><\/p>\n\n\n\n<p class=\"\">A brand is a name, term, sign, symbol or design, or a combination of these, which is intended <span style=\"font-size: 13pt; line-height: 130%;\">to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. Therefore, a brand identifies the maker or seller of a <\/span>product. It is a seller&#8217;s promise to deliver consistently, a specific set of features, benefits, and <span style=\"font-size: 13pt; line-height: 130%;\">services to buyers.<\/span><\/p>\n\n\n\n<p class=\"\">We must observe that the term branding includes brand names, brand marks and <span style=\"font-size: 14pt; line-height: 125%;\">trademarks.<\/span><\/p>\n\n\n\n<p class=\"\">A brand name is narrower in meaning and is concerned with that part of a brand&nbsp;<span style=\"font-size: 13pt; line-height: 122%;\">that can be vocalized (i.e. utterable or pronounceable). A brand name is defined as a <\/span><span style=\"font-size: 14pt; line-height: 122%;\">brand or part of a brand consisting of a word, let er, group of words or letters, <\/span><span style=\"font-size: 13pt; line-height: 122%;\">comprising a name, which identifies the goods or services of a seller or group of sellers and distinguishes them from competitors. Examples here include Coca Cola, Pepsi Cola, <\/span><span style=\"font-size: 14pt; line-height: 122%;\">Peugeot, Toyota, Panadol, and Bacchus.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 122%;\">Brandmark is that part of a brand which can be recognized but is not utter able <\/span>or pronounceable, such as symbols, designs or distinctive colouring or lettering. Examples. Lion head (for Peugeot).<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 130%;\">A trademark is a brand or part of a brand that is given legal protection because <\/span>it is capable of exclusive appropriation. A trademark usually protects the seller&#8217;s <span style=\"font-size: 14pt; line-height: 130%;\">exclusive rights to use the brand name and\/or brand mark.<\/span><\/p>\n\n\n\n<p class=\"\">Branding is now an important issue in product strategy that can be viewed <span style=\"font-size: 13pt; line-height: 120%;\">from two sides. On the one hand, developing a branded product requires a great deal of long-term marketing investment, especially for advertisement, <\/span>promotion and packaging. Hence, some manufactures usually find it conve\u00adnient and cheaper to make the product and let others do the brand building. <span style=\"font-size: 13pt; line-height: 120%;\">This strategy is common with Taiwanese manufactures who make substantial <\/span>proportion of the world&#8217;s clothing, consumer electronics, and computers that <span style=\"font-size: 13pt; line-height: 120%;\">are sold under non-Taiwanese brand names.<\/span><\/p>\n\n\n\n<p class=\"\">On the other hand, many manufacturers have come to realize that the power <span style=\"font-size: 12pt; line-height: 122%;\">lies with the companies that control the brand names. For example, brand name <\/span><span style=\"font-size: 13pt; line-height: 122%;\">clothing, electronics, and computer companies can replace their Taiwanese <\/span>manufacturing sources with cheaper sources in Malaysia. It is however <span style=\"font-size: 13pt; line-height: 122%;\">regret able that the Taiwanese producers can do very little to prevent the loss <\/span>of sales to less expensive suppliers.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 120%;\">General y, branding adds value to consumers and society since it leads to higher <\/span>and more consistent product quality. It also increases the degree of <span style=\"font-size: 13pt; line-height: 120%;\">innovativeness in the business world by giving producers some incentives to <\/span>look for new features that cannot be easily copied by competitors. In this <span style=\"font-size: 13pt; line-height: 120%;\">sense, branding can be said to result in more product variety and choice for <\/span>consumers. Final y, branding increases shoppers&#8217; efficiency by providing sufficient information about products and where to find them.<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 125%;\">Apart from the above, branding has been observed to confer specific advantages <\/span>on both the buyer and the seller.<\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1023\"><\/a><a name=\"bookmark1022\"><\/a><a name=\"bookmark1021\"><\/a><span style=\"mso-bookmark: bookmark1022;\"><span style=\"mso-bookmark: bookmark1023;\">Benefits to the Buyer:<\/span><\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 130%;\">(i) Brand names inform the buyer about product quality. For instance, a buyer <\/span><span style=\"font-size: 12pt; line-height: 130%;\">who purchases the same brand knows that he will obtain the same quality <\/span>each time he buys.<\/p>\n\n\n\n<p class=\"\"><span style=\"color: black; text-indent: 0cm;\"><span style=\"mso-list: Ignore;\">(ii)<span style=\"font-size: 7pt; font-stretch: normal; font-variant-east-asian: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"text-indent: 0cm;\">Brand names also increase the shopping efficiency of the buyer.<\/span><\/p>\n\n\n\n<p class=\"\">&nbsp;<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 124%;\">Since different products have their particular brand names, a buyer will find it easy to pick his choice from the pack instead of just aimlessly going through nameless products.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 124%;\">(iii) Brand names also assist in calling customers&#8217; attention to new products, especially when backed by aggressive promotional activities&#8230;<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1027\"><\/a><a name=\"bookmark1026\"><\/a><a name=\"bookmark1025\"><\/a><span style=\"mso-bookmark: bookmark1026;\"><span style=\"mso-bookmark: bookmark1027;\">Benefits to the Seller:<\/span><\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1028\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 12pt; line-height: 127%;\"><span style=\"mso-list: Ignore;\">(i)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 127%;\">Brand names make it easier for sellers to receive and process orders, as well as track down problems. For example, a contract for the supply of vehicles will usually be specific about the particular model needed.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1029\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 12pt; line-height: 127%;\"><span style=\"mso-list: Ignore;\">(ii)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 127%;\">The sellers&#8217; brand name and trademark instantly give legal protection for unique<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 127%;\">product feature that otherwise might be copied by competitors.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1030\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 12pt; line-height: 127%;\"><span style=\"mso-list: Ignore;\">(iii)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 127%;\">Branding allows the seller attract loyal and profitable sets of customers.<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1031\"><\/a><!-- [if !supportLists]--><span style=\"color: black;\"><span style=\"mso-list: Ignore;\">(iv)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]-->Through branding, the seller is able to segment his markets and by so doing cater for <span style=\"font-size: 13pt; line-height: 132%;\">the needs of the various segments in the market.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PACKAGING\"><\/span><span style=\"mso-bookmark: bookmark1035;\"><span style=\"mso-bookmark: bookmark1033;\"><span style=\"mso-bookmark: bookmark1032;\">PACKAGING<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark1035\"><\/a><\/p>\n\n\n\n<p class=\"\">Packaging has to do with the activities of designing and producing the container or wrapper for <span style=\"font-size: 13pt; line-height: 132%;\">a product. The package may comprise of the fol owing:<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1036\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 135%;\"><span style=\"mso-list: Ignore;\">(a)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]-->the product&#8217;s primary container (e.g. the bottle holding bennylin cough a syrup);<\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1037\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 135%;\"><span style=\"mso-list: Ignore;\">(b)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]-->a secondary package, that is thrown away when the product is about to be used (i.e. the<\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 125%;\">card box containing the bottle of Bennylin cough syrup); and<\/span><\/p>\n\n\n\n<p class=\"\"><a name=\"bookmark1038\"><\/a><!-- [if !supportLists]--><span style=\"color: black; font-size: 13pt; line-height: 125%;\"><span style=\"mso-list: Ignore;\">(c)<span style=\"font: 7pt 'Times New Roman';\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <\/span><\/span><\/span><!--[endif]--><span style=\"font-size: 13pt; line-height: 125%;\">the shipping package necessary to store, identify and ship the product (e.g. a<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 125%;\">corrugated box carrying larger volumes of the product).<\/span><\/p>\n\n\n\n<p class=\"\">In today&#8217;s business, several factors have made packaging an important marketing tool. For <span style=\"font-size: 13pt; line-height: 127%;\">instance, the increase in self-service dictates that the package must necessarily perform many sales tasks such as attracting attention, describing the products, as well as making the sale. In actual fact, innovative packaging can offer a company an advantage over competitors.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 127%;\">Labelling, which consists of printed information appearing on or with the package, should be seen as part and parcel of packaging. Labels may range from simple tags attached to <\/span>products to complex graphics that are part of the package. They often perform at least two <span style=\"font-size: 13pt; line-height: 127%;\">functions. In the first place, the label identifies the products or brand. Secondly, it may contain some useful information about the product such as its content, expiry date, <\/span><span style=\"font-size: 14pt; line-height: 127%;\">direction for use etc.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_PRODUCT%E2%80%93SUPPORT_SERVICES\"><\/span><span style=\"mso-bookmark: bookmark1042;\"><span style=\"mso-bookmark: bookmark1040;\"><span style=\"mso-bookmark: bookmark1039;\"><span style=\"color: black;\"><span style=\"mso-list: Ignore;\"><span style=\"font: 7pt 'Times New Roman';\">&nbsp;<\/span><\/span><\/span><\/span><\/span><\/span><!--[endif]--><span style=\"mso-bookmark: bookmark1042;\"><span style=\"mso-bookmark: bookmark1040;\"><span style=\"mso-bookmark: bookmark1039;\">PRODUCT<\/span><\/span><\/span><span style=\"mso-bookmark: bookmark1042;\"><span style=\"mso-bookmark: bookmark1040;\"><span style=\"mso-bookmark: bookmark1039;\"><span style=\"font-weight: normal;\">&#8211;<\/span>SUPPORT SERVICES<\/span><\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"\"><a name=\"bookmark1042\"><\/a><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 13pt; line-height: 127%;\">Another important element of product strategy is customer service. What a firm offers in the marketplace usually includes some services, which may be a minor or major part of the total offer. These are known as product-support services since they augment actual <\/span><span style=\"font-size: 14pt; line-height: 127%;\">products.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 120%;\">Good customer service has its positive points. For instance, it costs less to <\/span><span style=\"font-size: 13pt; line-height: 120%;\">keep the goodwill of existing customers than it does to attract new ones or win back lost customers. Firms that provide high-quality service usually have the <\/span><span style=\"font-size: 14pt; line-height: 120%;\">opportunity to charge more, grow faster and make more profits.<\/span><\/p>\n\n\n\n<p class=\"\"><span style=\"font-size: 14pt; line-height: 122%;\">It is in this sense that many are now setting up strong customer service <\/span><span style=\"font-size: 13pt; line-height: 122%;\">operations to handle complaints and adjustments, credit service, maintenance <\/span><span style=\"font-size: 14pt; line-height: 122%;\">service, technical service, and consumer information. A well-staffed and <\/span><span style=\"font-size: 13pt; line-height: 122%;\">equipped customer service department should be able to effectively coordinate all the firm&#8217;s services, create consumer satisfaction and loyalty, and helps the <\/span><span style=\"font-size: 14pt; line-height: 122%;\">firm to further be ahead of its competitors.<\/span><\/p>\n\n\n\n<div style=\"text-align: justify;\">&nbsp;<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This article introduces you to fundamental product concepts, beginning with a broad definition of &#8220;product&#8221;. After this, we will see [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":135,"footnotes":""},"categories":[135],"tags":[178,252],"class_list":["post-1050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundamentals-of-marketing","tag-business-management","tag-products"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Product-Concept.jpg?fit=900%2C509&ssl=1","jetpack-related-posts":[{"id":1041,"url":"https:\/\/support.centreforelites.com\/ru\/fundamentals-of-online-marketing\/","url_meta":{"origin":1050,"position":0},"title":"Fundamentals of Online Marketing","author":"centreforelites","date":"21 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0\u00a0Introduction We are in the age and times of \"here\" and \"now\"; Individuals and organizations seem to be in a hurry and everyone wants to obtain quick and immediate results. There is also the issue of tight schedules and very busy lifestyles, so everyone is looking for the quickest and\u2026","rel":"","context":"\u0412 &quot;Fundamentals of Marketing&quot;","block_context":{"text":"Fundamentals of Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/fundamentals-of-marketing\/"},"img":{"alt_text":"Fundamentals of Online Marketing","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-3153199.jpeg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-3153199.jpeg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-3153199.jpeg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-3153199.jpeg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/pexels-photo-3153199.jpeg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1066,"url":"https:\/\/support.centreforelites.com\/ru\/fundamental-approach-to-strategic-management\/","url_meta":{"origin":1050,"position":1},"title":"Fundamental Approach to Strategic Management","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"The approach to strategic management should be an integrated one. The approach should bring together various aspects of management such as marketing strategy,","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"Fundamental Approach to Strategic Management","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Approach-to-Strategic-Management.webp?fit=595%2C396&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Approach-to-Strategic-Management.webp?fit=595%2C396&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Fundamental-Approach-to-Strategic-Management.webp?fit=595%2C396&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":1040,"url":"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/","url_meta":{"origin":1050,"position":2},"title":"What is Guerrilla Marketing and How is it Done?","author":"centreforelites","date":"21 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"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, \u201cGuerilla marketing\u201d was coined by Jay Conrad Levinson (1983) in his book, \u201cGuerilla Marketing","rel":"","context":"\u0412 &quot;Fundamentals of Marketing&quot;","block_context":{"text":"Fundamentals of Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/fundamentals-of-marketing\/"},"img":{"alt_text":"The Concept of Guerrilla Marketing","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Guerrilla-Marketing-Mind-Map-Business-Concept.webp?fit=1200%2C900&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Guerrilla-Marketing-Mind-Map-Business-Concept.webp?fit=1200%2C900&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Guerrilla-Marketing-Mind-Map-Business-Concept.webp?fit=1200%2C900&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Guerrilla-Marketing-Mind-Map-Business-Concept.webp?fit=1200%2C900&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Guerrilla-Marketing-Mind-Map-Business-Concept.webp?fit=1200%2C900&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1081,"url":"https:\/\/support.centreforelites.com\/ru\/psychological-factors-influence-on-customer\/","url_meta":{"origin":1050,"position":3},"title":"Psychological Factors influence on Customer","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"One or more motives within a person or their Psychological Factors activate goal-oriented behaviour. One such behaviour is perception, that is, the collection and processing of information. Other important psychological activities that play a role in buying decisions are learning, attitude formation, personality and self-concept. MOTIVATION \u2014 THE STARTING POINT\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1042,"url":"https:\/\/support.centreforelites.com\/ru\/sports-marketing\/","url_meta":{"origin":1050,"position":4},"title":"What&#8217;s Sports Marketing?","author":"centreforelites","date":"21 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"This article introduces you to the concept of sports marketing and the three dimensions of sports marketing. It also distinguishes sports products from non-sports products and also explains the various benefits derived from sports marketing","rel":"","context":"\u0412 &quot;Fundamentals of Marketing&quot;","block_context":{"text":"Fundamentals of Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/fundamentals-of-marketing\/"},"img":{"alt_text":"What's Sports Marketing?","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2023\/04\/sports-marketing.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2023\/04\/sports-marketing.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2023\/04\/sports-marketing.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2023\/04\/sports-marketing.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2023\/04\/sports-marketing.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1094,"url":"https:\/\/support.centreforelites.com\/ru\/marketing-management-philosophies\/","url_meta":{"origin":1050,"position":5},"title":"MARKETING MANAGEMENT PHILOSOPHIES","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"\u00a0Marketing management philosophies involves carrying out tasks to achieve desired exchanges with the target market. 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