Clearly no two products are exactly alike and therefore each merits a unique marketing strategy. However, certain products carry similar characteristics in terms of price level, similarity between competing brands, and the way consumers approach them in the buying process. It is often useful to group these similar products into categories in order to help set up marketing strategies for each segment. This process is … Continue reading Classification of Products and Services »

One of the most crucial aspects of developing a marketing strategy is determining an approach to pricing. A company could have a great product and a fantastic promotion campaign, but could still fail if the price isn’t right for customers. On one hand, high prices could repel value-seeking consumers and could result in poor sales and low profits. However, prices that are too low could … Continue reading Pricing Strategies »

Humans and animals have standard life cycles—a series of stages of living that each passes through before death. For people, these phases could include infancy, childhood, adolescence, adulthood, and retirement. Products also move through a series of phases throughout the duration of their lives called the “product life cycle”. The four stages included in the product life cycle are introduction, growth, maturity, and decline. This … Continue reading The Product Life Cycle »