The Four Ps
http://www.youtube.com/watch?v=
JIirzTdaey4&feature=related
10-1
Commercial Marketing:
Durability and Tangibility
• Durable
goods
• Nondurable
goods
• Services
•© Copyright 2008 Pearson Education Canada
10-2
Social Marketing:
Benefit, Behavior, and Tangibility
Actual Product
Core product
Augmented product
10-3
Core, actual and augmented
• “Core product" are the benefits of the
desired behavior
• “Actual product" is the behavior itself,
• “Augmented product" are any products or
services that support behavior change.
10-4
Example
• Core product: Fruits and vegetables
• Actual product?
– Eating fruits and vegetables
• Benefits?
– Health, weight management
• Augmented product?
– Fruits and vegetables
– farmer's market w/ fruits and vegetables
10-5
Social marketing products
10-6
Social marketing products
10-7
New products?
10-8
New products?
10-9
New products?
10-10
New products?
10-11
New products?
10-12
New products?
10-13
New products?
10-14
“Product?”
Seafood watch
• http://www.montereybayaquarium.org/cr/cr
_seafoodwatch/sfw_recommendations.asp
x
MADD
red ribbon?
10-15
Packaging: The 5th P?
All the activities of designing and producing
the container for a product.
12-16
Innovative Packaging
12-17
Innovative Packaging?
12-18
Labels
Identify
Grade
Describe
Promote
12-19
Identifies?
12-20
Grades?
12-21
Adopter Categorization
•© Copyright 2008 Pearson Education Canada
10-22
Product Life Cycle
10-23