Philip Kotler's experience - Essay Example

Only on StudentShare

Extract of sample
Philip Kotler's experience

Depending on the market and product characteristics, the competition takes place at one of the product levels.
Six levels of product hierarchy with relation to certain other products are described and few possible classifications of the products listed. A notion of product mix, or assortment, is introduced and defined as a combination of all the products offered by a particular market player to its customers. It is characterized by the width, length, and consistency. Product line decisions are important for the product strategy and should be based on product-line and market analysis, considering optimal product-line length and issues of modernization, featuring and pruning.
The second part of the chapter is devoted to the brand and brand decisions. Brand is a complex symbol; it identifies certain products and distinguishes them from the competition in the mind of the customer and in the marketplace. Building brand identity is extremely important as it allows the company to increase the differentiation of its products and receive price premiums. Building brand identity requires decisions on the brand's name, logo, colors, tagline, and symbol. Brand strategy decision includes choice between functional, image and experiential brand, and brand development and repositioning. Packaging and labeling are also important parts of the overall product strategy.
This chapter is devoted to the marketing and management of services. ...
Download paper


This chapter addresses the issues of the overall product strategy, product and its characteristics, choosing the right product mix, and the role of brand, packaging and labeling. Philip Kotler starts with the definition of product, different from the common perception of good or service…
Author : susankeebler

Related Essays

Philip Morris Co.
Production of a good quality product, testing it properly, marketing it in a proper way ensuring that no unethical means are used are some of the aspects of business ethics. In short, business ethics are the rules to ensure that the business causes no harm to other businesses, people and society in any way, be it morals and values or any other way.
13 pages (3263 words) Case Study
Starlight by Philip Levine
The speaker, the omniscient narrator, takes the reader into his past, but keeps the focus, until the end, in the present, as shown in:
5 pages (1255 words) Book Report/Review
Philip Island
Enroute to the Philip Island the Cranbourne, Richmond, Tooradin and San Remo cities were also superficially studied to examine the impact of urbanization as well as tourism on these cities.
4 pages (1004 words) Essay
Philip Roth: The Man and his Work
He taught creative writing at Iowa and Princeton and comparative literature at Pennsylvania before his retirement from teaching in 1992. He had also enlisted in the army and worked for a while in the Washington Public Information Office. Amidst all these varied and perhaps conventional preoccupations, he has always been dedicated to the literary muse, having published his first book in 1959 and his twenty-seventh, Everyman, in 2006, at the age of seventy three.
5 pages (1255 words) Essay
The literary of Philip Sidney
He was also able to get a university education: something that was only available to a few individual of his time and this inspired his appreciation of literary work. His work was not restricted to writing alone. Sidney was a very ambitious man and sought to have an impact in the political arena that often got him in trouble with the queen. For instance, he protested openly against the marriage of between a catholic duke and Queen Elizabeth (Duncan-Jones, 21). This led to him being banished from Queen Elizabeth’s Court. He now retired to his family estate at Wilton.
3 pages (753 words) Research Paper
Got a tricky question? Receive an answer from students like you! Try us!