Philip Kotler's experience Essay Example | Topics and Well Written Essays - 2250 words

Philip Kotler's experience - Essay Example Depending on the market and product characteristics, the competition takes place at one of the product levels. Six levels of product hierarchy with relation to certain other products are described and few possible classifications of the products listed. A notion of product mix, or assortment, is introduced and defined as a combination of all the products offered by a particular market player to its customers. It is characterized by the width, length, and consistency. Product line decisions are important for the product strategy and should be based on product-line and market analysis, considering optimal product-line length and issues of modernization, featuring and pruning. The second part of the chapter is devoted to the brand and brand decisions. Brand is a complex symbol; it identifies certain products and distinguishes them from the competition in the mind of the customer and in the marketplace. Building brand identity is extremely important as it allows the company to increase the differentiation of its products and receive price premiums. Building brand identity requires decisions on the brand's name, logo, colors, tagline, and symbol. Brand strategy decision includes choice between functional, image and experiential brand, and brand development and repositioning. Packaging and labeling are also important parts of the overall product strategy. This chapter is devoted to the marketing and management of services. ... Services can be classified as equipment-based or people-based; requiring client's presence or not; targeting personal or business need; based on the type of the service provider. Four main characteristics of the services are intangibility, inseparability, variability, and perishability. They influence significantly the development and implementation of the marketing strategies for the service firms and pose certain challenges. Marketing strategy elements for the services, besides traditional four Ps, include also people, physical evidence and process. Three main tasks the marketing of services should fulfill are differentiation of the offer from the competition, effective management of the service quality, and improving the employees' productivity. For goods-producing companies marketing of services is important while they sell not only the physical products but the product support services as well. The company should manage its product's life-cycle cost, and meet or exceed the customers' expectations. The offered services may be of several types: facilitating services (e.g. installation, financing, training), value-augmenting services (e.g. product warranties, trade-in allowances), postsale services (maintenance, repair etc.). The recent trends in the product support service include "service unbundling", accumulation of the maintenance services and outsourcing them to the third parties, increasing role of call centers and customer service representatives, and extended warranties. Chapter 16: Developing price strategies and programs This chapter looks in deep into price element of the marketing mix. It is of high importance

How does spaces change perceptions on things and people Essay

How does spaces change perceptions on things and people - Essay Example There are also external factors like human experience which influence these physical characteristics. In effect, these external elements provide biases on how individuals perceive things and people around them. This text sought to provide a thorough analysis on how human perception is created through the human brain and its physical senses. Moreover, this writing discussed the factors which affect how human perceives objects. One of which is the philosophy of space and time. Finally, this text also pursued to provide an answer to the question, â€Å"How does space change perceptions on things and people?†. 1. INTRODUCTION Perception dictates the behavior of people and the human interaction as a whole. It is a person’s perception that affects the person’s response in the form of his or her actions. This is the reason why understanding human behavior has always been associated with the concept of perception. Thus, the study on perception has always been evident in different fields in the social sciences like sociology, psychology, and philosophy. Generally, perceptions depend on an individual’s sensory qualities such sight, hearing, touch, smell and taste ("Problem of Perception."). However, it is the mind that has a crucial control on these sensory qualities. Philosophers further suggest that there exist a â€Å"problem of perception† that is â€Å"created by the phenomena of perceptual illusion and hallucination† ("Problem of Perception."). This means that the way people perceive things and other people is not solely based on the sensory qualities but rather dictated by psychological discernment. There are various factors that influence one’s perception on things and other people through their cognitive discernment. Space is one particular factor that affects perception on things and people. Space plays an important role in the process of perception which consequently created the concept of spatial perception or space perception. Space perception is the process of evaluating the physical orientation of objects in space which is necessary for movement in the environment and for discernment of the relationships between things (â€Å"Space Perception†). Moreover, the concept of space perception also offers insight into how people become oriented in the environment for them to survive in the form of seeking food or avoiding injury (â€Å"Space Perception†). In other words, space perception provides people â€Å"physical reality† which they use to respond in their everyday lives (â€Å"Space Perception†). Thus, this has led to much deeper researches on the role of space in the perception of people on things and other people. These research studies tend to provide in-depth analyses on the complexity of the effect of space towards perceptions. Scholars aim to answer the question, â€Å"How does space change perceptions on things and people?† 2. LITERATURE REVIEW Various related texts have already been published in the social sciences on the subject of perception. One of which is of Matthew MacDonald’s book â€Å"Your Brain: The Missing Manual.† This text offers a discussion about the human brain and the process of perception as performed by the brain. Different articles on human perception are also available such as â€Å"The Meaning of Perception† and â€Å"The Death of the Cyberflaneur† as written by Flemming Funch and Evgeny Morozov, respectively. These texts serve as good reference materials in understanding and