Microsoft Word marketing doc

PRODUCT CLASSIFICATION 
Product is the first of the four Ps of marketing. Product has a very 
special position as it constitutes the most substantive element in any marketing 
offer. 
Almost everything that we come across in our daily life is a product – 
this book on marketing is a product; a packet of surf, a B.P.L. T.V. set, 
Reynold’s Jotter – they are all products. 
The job of marketing is to make the product and the customer meet. 
A product is not a mere non-living object; it is not a mere assemblage of 
matter physical and chemical. Utility alone is not the function of a product. A 
product means something more than a physical commodity. 
The utility aspect of the product is but one component of the product 
personality. The brand name, the package, the labelling, the manufacturers 
name and prestige all go into the personality build up of the product. And this 
total personality of the product or the “total product offering” is the real tool 
with which a marketer satisfies a customer. 

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The various component elements that make up the total product 
personality. The major components are : 
1.
The core or the basic constituent. 
2.
The Associated features. 
3.
The Brand name. 
4.
The Package. 
5.
The Label. 
The Core or the Basic product Constituent 
The core or the basic constituent of the product as the first component in 
the total personality of any product. 
For example, Mysore Sandal soap has a total product personality. It is 
presented as a combination of luxury and tradition. The unique fragrance of 
sandal oil, the oval shape, the sandal odour, the sandal colour, the brand name, 
the premium price, the positioning as a luxury soap – everything has gone into 
the product personality build up.