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    • I: Marketing and the marketing process
      • Definition: What is Marketing?
      • The Marketing Process
      • The 5 Marketing Concepts
      • The Marketing Strategy
        • Market Segmentation
        • Market Targeting
        • Differentiation and Positioning
          • Differentiation
          • Positioning
      • The Marketing Mix – The 4 Ps
      • Marketing Instruments
      • Portfolio Analysis: Boston Matrix
      • Portfolio Planning: Growth and Downsizing
      • SWOT Analysis
      • Definition of Product and Service
    • II: Understanding the marketplace
      • The Macro Environment
      • The Buyer Black Box – Buyer’s Characteristics
      • The Buyer Decision Process
      • B2B Market Characteristics
      • Customer Lifetime Value
      • Customer Relationship Groups
    • III: Designing a marketing strategy
      • How to create a Marketing Plan – 8 Steps
      • The Consumer Product
        • Three Levels of Product
        • 4 Types of Consumer Products
        • Different Types of Consumer Products
      • Product Line and Product Mix Decisions
        • Individual Product Decisions
        • Product Line Decisions
        • Product Mix Decisions
      • New Product Development (NPD)
        • The New Product Development Process
        • New Product Development Strategies
      • Pricing Strategies
        • What is a Price?
        • 3 Major Pricing Strategies
          • Customer Value-based Pricing
          • Cost-based Pricing
        • Additional Pricing Considerations
          • New Product Pricing
          • Product Mix Pricing Strategies
          • Price Adjustment Strategies
          • Initiating price changes
      • Product Life Cycle (PLC)
        • Product Life Cycle Stages (PLC)
        • Product Life Cycle Strategies
      • Branding Decisions
      • Characteristics of Services
    • Interesting
      • New View on Marketing
      • Next-Gen Marketing Tool: Virtual Reality
      • Advertising Evolution
      • The 5 Don’ts of Presentations
      • Successful Mobile Marketing
      • Why Most Marketing Strategies Fail
      • How to create a Marketing Plan – 8 Steps
      • How to write a good Marketing Plan
      • 5 Don’ts of LinkedIn
      • Using Social Media in Marketing
    • SEO
      • What is SEO?
      • How Search Engines work
      • How to do SEO?
      • SEO Rules for 2016
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Popular
The Macro Environment – Six Forces in the Environment of...
The New Product Development Process (NPD) – Obtain new Products
4 Types of Consumer Products and Marketing Considerations – Convenience,...
Three Levels of Product – Core Value, Actual Product, Augmented...
Characteristics of Services: What is a Service – And what...
Branding Decisions – 4 Brand Strategy Decisions to Build strong...
Product Mix decisions – Width, length, depth and consistency
Product Life Cycle Stages (PLC) – Managing the Product Life...
Characteristics of the Product Life Cycle Stages and their Marketing...
Cost-based Pricing – Pricing based on Costs
Categories of New Products – What is a New Product?
Market Segmentation Criteria – How to segment markets
Marketing-Insider
  • Home
  • Updates
  • Marketing Explained
    • I: Marketing and the marketing process
      • Definition: What is Marketing?
      • The Marketing Process
      • The 5 Marketing Concepts
      • The Marketing Strategy
        • Market Segmentation
        • Market Targeting
        • Differentiation and Positioning
          • Differentiation
          • Positioning
      • The Marketing Mix – The 4 Ps
      • Marketing Instruments
      • Portfolio Analysis: Boston Matrix
      • Portfolio Planning: Growth and Downsizing
      • SWOT Analysis
      • Definition of Product and Service
    • II: Understanding the marketplace
      • The Macro Environment
      • The Buyer Black Box – Buyer’s Characteristics
      • The Buyer Decision Process
      • B2B Market Characteristics
      • Customer Lifetime Value
      • Customer Relationship Groups
    • III: Designing a marketing strategy
      • How to create a Marketing Plan – 8 Steps
      • The Consumer Product
        • Three Levels of Product
        • 4 Types of Consumer Products
        • Different Types of Consumer Products
      • Product Line and Product Mix Decisions
        • Individual Product Decisions
        • Product Line Decisions
        • Product Mix Decisions
      • New Product Development (NPD)
        • The New Product Development Process
        • New Product Development Strategies
      • Pricing Strategies
        • What is a Price?
        • 3 Major Pricing Strategies
          • Customer Value-based Pricing
          • Cost-based Pricing
        • Additional Pricing Considerations
          • New Product Pricing
          • Product Mix Pricing Strategies
          • Price Adjustment Strategies
          • Initiating price changes
      • Product Life Cycle (PLC)
        • Product Life Cycle Stages (PLC)
        • Product Life Cycle Strategies
      • Branding Decisions
      • Characteristics of Services
    • Interesting
      • New View on Marketing
      • Next-Gen Marketing Tool: Virtual Reality
      • Advertising Evolution
      • The 5 Don’ts of Presentations
      • Successful Mobile Marketing
      • Why Most Marketing Strategies Fail
      • How to create a Marketing Plan – 8 Steps
      • How to write a good Marketing Plan
      • 5 Don’ts of LinkedIn
      • Using Social Media in Marketing
    • SEO
      • What is SEO?
      • How Search Engines work
      • How to do SEO?
      • SEO Rules for 2016
  • About Marketing-Insider
Monthly Archives

April 2015

    Marketing Explained

    Three Levels of Product – Core Value, Actual Product, Augmented Product

    by Maximilian Claessens 27th April 2015
    written by Maximilian Claessens

    If you think of a product, you most likely think of only one level of the three levels of product. If you think of a car, you probably think of the car: how it looks like, how it drives and so on. But a product is much more than what you think. We will investigate the three levels of product.

    Continue Reading
    27th April 2015
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  • Marketing Explained

    Definition of Product and Service – What is a Product, What is a Service?

    by Maximilian Claessens 23rd April 2015
    by Maximilian Claessens 23rd April 2015

    One element of the marketing mix is the product. As marketers we have to find the right products or services for our target market. The product or service should deliver…

    1 FacebookTwitterPinterestLinkedinRedditWhatsappEmail
  • Marketing Explained

    Positioning – Occupy the right Position in Consumers’ Minds

    by Maximilian Claessens 15th April 2015
    by Maximilian Claessens 15th April 2015

    Differentiation and Positioning are the last steps of the marketing strategy. We will now look at the process of positioning in more detail.

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  • Marketing Explained

    Differentiation – Set apart the Company, Brand and Product

    by Maximilian Claessens 13th April 2015
    by Maximilian Claessens 13th April 2015

    Differentiation and Positioning are the last steps of the marketing strategy. We will now look at the process of differentiating in more detail. In order to achieve a strong position…

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  • Marketing Explained

    Differentiation and Positioning

    by Maximilian Claessens 9th April 2015
    by Maximilian Claessens 9th April 2015

    Differentiation and Positioning are the last steps of the marketing strategy. We know which customers we want to serve, having segmented the market and targeted the most promising segment(s). But…

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  • Interesting Marketing Articles

    The 5 Don’ts of Presentations – 5 Sins you better avoid in your presentations

    by Maximilian Claessens 8th April 2015
    by Maximilian Claessens 8th April 2015

    Presentations have to be given. Whether at school, at work or wherever else. Often, presentations are critical for your development – either you are judged and graded based on them,…

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  • SEO

    What is SEO? – Definition of Search Engine Optimization

    by Maximilian Claessens 8th April 2015
    by Maximilian Claessens 8th April 2015

    These days, marketing has more and more to do with websites and internet promotion. Everywhere you can read the term SEO in the context of websites – But what is…

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  • Marketing Explained

    Market Targeting – Target Segments efficiently and effectively

    by Maximilian Claessens 6th April 2015
    by Maximilian Claessens 6th April 2015

    We have learnt in the section Market Segmentation that a company cannot serve all consumers in the total market. Their variety and that of their needs is simply too large.…

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Popular

  • 1

    The Macro Environment – Six Forces in the Environment of a Business

  • 2

    The New Product Development Process (NPD) – Obtain new Products

  • 3

    4 Types of Consumer Products and Marketing Considerations – Convenience, Shopping, Speciality and Unsought Products

  • Three Levels of Product – Core Value, Actual Product, Augmented Product

  • Characteristics of Services: What is a Service – And what makes it so special?

  • Branding Decisions – 4 Brand Strategy Decisions to Build strong Brands

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