UNIT III
MARKETING DECISIONS RELATED TO PRODUCT
NEW PRODUCT DEVELOPMENT
RELATIONSHIP MARKETING
DEVELOPMENT IN
Product Decisions
LEARNING OBJECTIVES
By the end of this chapter, you should be able to:
FIGURE 5.1:
Designing Value
Exhibit 2 Nike by You
Exhibit 3
Myntra – Personalizing Fashion Retail
https://www.guvi.in/blog/marketing-management-case-studies-from-india/ Product Classifications
Durability and Tangibility: A Non-durable goods
Durable goods Services and Consumer products
Industrial products
Product Decisions CHAPTER 5 -
Consumer Products Classification
Convenience productsthree Staple Impulse products i.e., Emergency products are-
Shopping Products
5
Product Decisions
Specialty Products
Homogeneous products
Heterogeneous products
129 Product Decisions CHAPTER 5
Unsought Products
Industrial Products Classification:
Raw Materials and Parts
Farm products -
Components
Natural products
Capital Goods -
Equipment
130 Product Decisions
Supplies and Services
Supplies
Maintenance and repair services
Product-Mix Decisions
Product mix of Hindustan
offers several brands
Unilever
Product Line Decisions
Principles of Marketing
AUTHOR : KAVITA SHARMA, SWATI AGGARWAL
PUBLISHER : TAXMANN
DATE OF PUBLICATION : AUGUST 2024
EDITION : 3RD EDITION
ISBN NO : 9789357788830
NO. OF PAGES : 336
BINDING TYPE : PAPERBACK
DESCRIPTION
The book provides a comprehensive understanding of marketing practices, integrating core concepts with extensive literature, real-world examples, and case studies contextualised within the Indian market. It covers value concepts, marketing mix decisions, ethical considerations, and sustainable marketing, aligning with the National Education Policy (NEP) 2020. Each chapter concludes with case-based practical exercises to enhance conceptual understanding.
This book is ideal for undergraduate and graduate students in commerce, business administration, and related fields.
The Present Publication is the 3rd Edition, authored by Prof. (Dr) Kavita Sharma and Dr Swati Aggarwal. The noteworthy features of this book are as follows:
• [Comprehensive Coverage] Addresses all fundamental and advanced marketing topics
• [Indian Context] Examples and case studies relevant to the Indian market
• [Updated Content] Incorporates NEP 2020 guidelines, value concepts, ethical marketing, and sustainable practices
• [Practical Exercises] Case-based exercises for real-world application
• [Pedagogical Features] Includes discussion questions, visual aids, and flow charts
• [Case Studies] Real-world insights from various industries
• [STP Analysis] Detailed analyses of segmentation, targeting, and positioning
• [Marketing Mix] In-depth discussion with practical illustrations
• [Consumer Behaviour] Analysis of buying processes and influencing factors
• [New Product Development] Explanation of development processes and life cycle stages
• [Ethical and Sustainable Marketing] Coverage of marketing ethics and green practices
• [Relationship Marketing] Focus on building long-term customer relationships
• [Digital Marketing] Modern marketing developments and strategies
• [Holistic Approach] Integration of traditional and modern marketing concepts
• [Resource for Practitioners] Valuable for both academic and professional enhancement
