marketing mix

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8 Terms

1
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aspects of marketing mix

  1. corporate slogan

  2. product name

  3. product features

  4. product positioning

2
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corporate slogan

  • must align with the message of the brand

  • while also adapting to local culture and context

  • determined by language and cultural differences

  • make sure its not offensive or misaligned when translated

3
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product name

  • deciding what to call a product

  • is a critical part of the branding process

  • language and cultural differences

  • determine whether a name should be retained or changed

4
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product features

  • set by common practice, laws and regulations

5
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product features if standardised

  • save costs on r&d

  • but only some products can be standardised

6
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product features if adapted

  • need to consider

  • diff environmental conditions

  • colour perceptions

  • core product functions in different markets

7
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product positioning

  • refers to the consumer’s perception of the product

  • differences in perception of material things

  • premium pricing

8
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premium pricing

  • perception that a product is of higher quality

  • customer feels they will gain better benefits