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Successful marketing by Infinite Ideas

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4. Product and price

What’s in this chapter for you

  • What’s the marketing mix got to do with me?
  • Five stages in getting your product right
  • The product life cycle
  • Setting the price and positioning
  • Making products less price sensitive
  • Unique selling points (USPs)

‘Marketing costs money and takes time – it’s essential we get the right marketing mix for our products.’

Anne Cameron, stationers’ marketing manager

What’s the marketing mix got to do with me?

‘Marketing mix’ – you will undoubtedly have heard this common piece of marketing-speak. In fact it is quite a useful little expression that sums up a lot about marketing decisions. As we have already said, marketing is not about changing one factor at a time to come up with some magic formula ...

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