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In marketing, the whole product concept is the third iteration of a model originally developed by Philip Kotler, a professor at the Kellogg School of Management at Northwestern University. In his book entitled “Marketing Management” Kotler drew attention to the fact that consumers purchase more than the core product itself. And ...
Kotler suggested that products can be divided into three levels: core product, actual product and augmented product. [3] The core product is defined as the benefit that the product brings to the customer. The actual product refers to the tangible object and relates to the physical quality and the design. [4]
He also created the concept of "demarketing" to aid in the task of reducing the level of demand. He developed the concepts of "prosumers," "atmospherics," and "societal marketing." He is regarded as "The Father of Modern Marketing" by many scholars. [3] Kotler's latest work focuses on economic justice and the shortcomings of capitalism.
The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product, [7] [8] is affected by the environment surrounding the product, [9] the results of marketing research and market research, [10] [11] and the characteristics of the product's target market. [12]
The meso-level is settled between the macro- and the micro- level. This field deals with the design of the specific environment of the enterprises. It is of decisive importance that the layout of the physical infrastructure ( transport , communication and power distribution systems) and of the sector policies, especially of the education ...
Distribution of products takes place through a marketing channel, also known as a distribution channel. A marketing channel is the people, organizations, and activities necessary to transfer the ownership of goods from the point of production to the point of consumption. It is the way products get to the end-user, the consumer.
When Jerry McCarthy and Phil Kotler proposed their alliterative litany – Product, Price, Place and Promotion – the marketing world was very different. Roaring out of World War II with a cranked-up production system ready to feed a lust for better living, American business linked management science to the art of mass marketing and rocketed ...
Kotler's concept of societal marketing suggested that for the well-being of society, deficient products should be eliminated from the market, pleasing and salutary products should go through a product modification process to acquire desirable status, by incorporating missing short term benefits into salutary products and long term benefits into ...