Decisiones de Marketing sobre Productos

Marketing Decisions about Products and Services

• Product Concept and Classifications: The product is the core of the marketing strategy, with pricing, distribution, and promotion revolving around it. Historically, the product was seen as a collection of physical attributes but modern marketing views a product as a need or desire satisfier.

• Product Differentiation: Products are distinguished to stand out from competitors. Differentiation may include tangible characteristics (e.g., design, features) and intangible ones (e.g., reputation, service).

• Product Life Cycle: The product life cycle (PLC) is a series of stages a product goes through: introduction, growth, maturity, and decline. Sales and profitability vary during each stage.

• New Product Development: Developing new products involves several stages, from initial idea generation to market testing and launch. The aim is often to create innovative products or versions of existing ones.

• Boston Consulting Group (BCG) Matrix: A portfolio analysis tool used to evaluate a company's product mix. Products are categorized based on market share and market growth rate (star, question mark, cash cow, and dog). This aids in strategic allocation of resources.

Product Elements

• Core Benefit: The fundamental need or problem that the product solves (e.g., transportation, communication).

• Basic Product: The essential components that deliver the core benefit (e.g., the physical car).

• Expected Product: Features that customers anticipate based on expectations (e.g., safety features in a car).

• Augmented Product: Features that add value and differentiate the product (e.g., warranties, service).

• Potential Product: Possible improvements or future enhancements to the product (e.g., new technologies, features).

Product Dimensions from a Marketing Perspective

• Basic Benefit/Core Function: The primary function or service the product offers to the customer (e.g., transportation for a car, communication for a phone).

• Basic Product (Generic): The bare essential version of the product that fulfils the core function/benefit. For example, a car's basic function is transport.

• Business Needs:  Products addressing these needs differ from their basic counterparts.

• Tangible Characteristics: Physical features such as design, quality, and materials are key

• Intangible Characteristics: Qualities such as brand reputation, perceived value, and the experience the product delivers are crucial.

Types of Products

• Goods & Services: Goods are tangible, physical items. Services are intangible, such as experiences or assistance.

• Durability: Durable goods (e.g., cars, appliances) last for a long time; non-durable goods (e.g., food, clothing) are used up quickly.

• Shopping Goods: Products compared extensively before purchase, often higher-priced or complex (e.g., computers).

• Convenience Goods: Goods purchased frequently with minimal comparison (e.g., milk, candy).

• Specialty Goods: High-value products with unique features, purchased after significant research (e.g., luxury cars).

• Unsought Goods: Products customers don't typically seek out (e.g., insurance, burial plots).

• Industrial Goods: Products used in businesses, for production or other operations.

• Consumer Products: Products directly purchased and used by consumers.