Product or Service Offering

The marketing plan must be very clear about the product or the service that is being offered to

the marketplace because the product drives the creation of the marketing mix and the marketing

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strategy. An error in product identification and definition can wreak havoc in the company and

in the marketplace because misdirected marketing actions can occur. The responsibility for the

product definitions rests squarely with the owner. For example, if a business is a live theater that

features very sophisticated plays, would you define the product as entertainment or art? The

answer to this question will have major implications for a company’s marketing strategy.

The product or the service offering must also consider a company’s website because a web

presence will be an important part of what is offered to customers.


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