TABLE OF CONTENTS With an overview of the broad marketing process in mind, we can now begin to consider specific areas of marketing decision and action that need attention ahead of communicating with the marketplace. With a product (or service) in mind, designed engineered and in production, how the characteristics of that affect its marketing must be considered. A price must be set for it. It must be decided what route it will take to market which channels will be used. And all this must be based on sound judgement, with that very often having to be underpinned by research to reduce risk.
In this part, the disparate topics of the four chapters continue to set the scene and explain the wide span of activities encompassed by marketing.
First, we review the product, discovering that this is a complex issue where understanding is necessary of how a product can be viewed and dealt with in order to maximize its marketability. Second, we will see how the price on a product is an integral part of its marketing rather than simply a costing exercise, and that how price is set and used contributes to marketing s potential success. Third, we explore how while marketing is certainly not a science in the sense that if certain rules are applied the outcomes are guaranteed...
