The Product: It Is What It Is---Or Is It?

It goes without saying that any marketing plan must begin with the product (or service) you are trying to sell or promote.

As the first "P" in the marketing mix, the characteristics of your primary product—its look, feel, positioning, benefits, packaging, quality and many other attributes—all have to do with its market and marketability.

From a customer's point of view, a product is only desirable if it offers benefits that fulfill a need tha

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