PAZARLAMA YÖNETİMİ

• A group of items within a product line that share one of several possible forms of the product.

• Example: Gel toothpaste.

• Product mix width

• Product mix length

• Product mix depth

• Product mix consistency

to distinguish a company’s offering and differentiate one particular product from its competitors;

to create identification and brand awareness;

to guarantee a certain level of quality and

satisfaction;

to help with promotion of the product.

Brand imposes responsibility for maintaining consistent quality and delivering proclaimed value satisfactions.

Some products by their very nature do not lend themselves to branding. For example, nails, riv- ets, pins, fruits etc.

Building up brand recognition and loyalty are very expensive small business firms cannot afford it.

It should be short and simple and easy to recognise, pronounce, spell and remember.

It should convey the right connotation about the product. It is most appropriate if it suggests or describes the product.

It should be distinctive so that the product is easily differentiated.

It should be versatile so that it can be applicable to any new product, added to the line.

It should be legally protectable.

(1)  Awareness stage: The consumer becomes aware of the innovation but lacks information about it.

(2)  Interest stage: The consumer is stimulated to seek information about the innovation.

(3)  Evaluation stage: The consumer considers whether to try the innovation.

(4)  Trial stage: The consumer tries the innovation to improve his or her estimate of its value.

(5)  Adoption stage: The consumer decides to make full and regular use of the innovation.