• Product- The actual thing being sold/purchased

• Price- Cost of advertising, R&D, etc.

• Place- Transportation of product, warehousing, distribution, etc. Efficiency!

• Promotion- Informing people about your product/service

• 80% of your profits come from 20% of your customers

1. Strengths, weaknesses, opportunities, threats

2. S&W are inside, O&T are outside

1. Individual brand

Name of a specific product

E.G. Coke

2. Family brand

A group of several related products under one name

3. Fighting brand

• A specific brand positions another specific brand

• E.G. Whopper vs Big Mac, Coke vs Pepsi

4. Manufacturer’s brand

• A national brand that is identified by the producer or manufacturer

• E.G. Whirlpool, Apple, Intel

5. Generic brand

• No identification except contents; not common any more

6. Dealer (Store) brand

• Brands from the company that sells it

• Wegmans brand, Tops brand, Walmart brand

7. Licensed brand

 When you pay the owner of something money to use their brand

A set of closely related products

• Convenience goods- Dont think much about purchase
• Shopping Goods- Homogenious; Products that buyers see as all the same, dont care about product attributesHeterogenious; Same as homogenious, care about product attributes
•  Specialty Goods: Brand is important
• Unsought Goods:You don’t know about and don’t know much about
• Newly Unsought Goods: Products you’ve never heard of before
• Regularly Unsought Goods: Goods you know about but aren’t in the market for
• Industrial Goods - Products used to deliver or make other products or services

• Supplies – Also expense items, but do not become part of the final product (MRO items- maintenance, repair operating items)

• Services – Organizations hire services