The marketing mix is a set of tools to help create a strategy. Products can be tangible or a service the company provides. Publicizing starts by identifying the merchandise.
With an established product, all development and launch costs are paid for and customer awareness is built in. The brand relies on a multitude of new products and stretching.
By 2012, Apple sold over 17 million iPads worldwide. Panasonic marketed a tablet called the Toughpad that could be dropped and still work. Each device had unique selling points.
The Boston Matrix classifies products in a company's portfolio. Cash cows can support rising stars and the "problem child;" the dog can be dropped. See examples of cash cows and marketing failures for several products.
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Discussing value analysis and the product life cycle, this program considers how a business can extend the life of a product. It also discusses cash cows.
Length: 31 minutes
Copyright date: ©2013
Prices include public performance rights.
Not available to Home Video customers.
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