1. The Four Ps http://www.youtube.com/watch?v= JIirzTdaey4&feature=related 10-1

2. Commercial Marketing: Durability and Tangibility Nondurable goods Services Durable goods © Copyright 2008 Pearson Education Canada 10-2

3. Augmented product Actual Product 10-3 Core product Social Marketing: Benefit, Behavior, and Tangibility

4. Core, actual and augmented “Core product" are the benefits of the desired behavior “Actual product" is the behavior itself, “Augmented product" are any products or services that support behavior change. 10-4

5. Example Core product: Fruits and vegetables Actual product? –Eating fruits and vegetables Benefits? –Health, weight management Augmented product? –Fruits and vegetables –farmer's market w/ fruits and vegetables 10-5

6. 10-6 Social marketing products

7. 10-7 Social marketing products

8. New products? 10-8

9. New products? 10-9

10. New products? 10-10

11. New products? 10-11

12. New products? 10-12

13. New products? 10-13

14. New products? 10-14

15. “Product?” Seafood watch http://www.montereybayaquarium.org/cr/cr _seafoodwatch/sfw_recommendations.asp xhttp://www.montereybayaquarium.org/cr/cr _seafoodwatch/sfw_recommendations.asp x MADD red ribbon? 10-15

16. 12-16 Packaging: The 5 th P? All the activities of designing and producing the container for a product.

17. 12-17 Innovative Packaging

18. 12-18 Innovative Packaging?

19. 12-19 Labels Identify Grade Describe Promote

20. 12-20 Identifies?

21. 12-21 Grades?

22. Adopter Categorization © Copyright 2008 Pearson Education Canada 10-22

23. 10-23 Product Life Cycle