Market

The product as the first p something that is taken to the market to be noticed, sold, applied, or consumed; which is possible to satisfy a need or desire. Product can be a physical object, service, location, organization, or even an Idea or thought (Mob All et al, 1385: 195). The ultimate goal of organizations Is to produce the products which are better and superior In one or more aspects compared with others to be welcomed by customers and make them to pay well for each product (Cutler, 179:1379).Vaginal in an article with the title of McDonald: the globalization thought y using marketing mix states that in marketing mix, McDonald has offered its product by creating a standard procedure that is the same in all parts of the world, according to the tastes and traditions of different countries and their laws. For instance, Big Mac is served without cheese in Israel, or it is served in Indian McDonald's restaurants with specific types of vegetables and lamb meat. And also the limitation s which are imposed by various religions are considered (vaginal, 2001 : 99). 1. Brand The name and logo of a product is an Important component of goods in consumers' sews, and the brand name adds value to every goods. For example, consumers consider a bottle of cologne with famous brand name, as an expensive and high- quality merchandise. But If this bottle lacks any Indication of the brand, even If the flavor is similar, shall be considered as low quality merchandise. The brand differentiates the goods and services that are offered by competitors. A good brand makes the consumer loyal. A research showed that among the present dish washing liquids, the housewives are the most loyal to Gold,Jam, and Risk.These three groups f customers buy their desired dish washing liquid regularly. The interesting point was that all customers have considered the same characteristics for a good dish washing liquid (e. G. Cleaning power, concentration, high foam, etc). But it was believed that only t he dish washing liquid that is bought by them (In other words, they are loyal to) has all those qualities. In other words, those who bought Goal dish washing liquid believed that Goal has all the qualities of a good product, and those who bought Jam, thought that Jam Is better than other dish washing liquids Assimilate, 185:1381).According to the arguments presented, the value of brand name can lead to a product's reputation and induction of high quality product to its customers, make a very strong image in the minds of customers, and become one of the major assets of a company. 1. 2. Packaging There is 8000 years statistics about packing in which packaging has been used as the containers were made of clay and glaze rough mats in Mesopotamia and Egypt. The customers identify a product through its packaging. Package transfers the producer's assuage to the buyer and communicates and exchanges Information between them.The packaging gives Identity to the product, and protects the protec t against Impact, moisture, climatic conditions, odors, fumes, vibration, microorganisms, pressure, collapse and Insects (spearheaded, 1384: 13). Also the packaging protects the goods, makes adolescently, beauty, product safety, easier storage of goods and products (Smiles Pour, 192:1381). If the package is done in a great way, it gains interest to Pricing, is the monetary value of goods and services or the amount of benefit that nonusers particularly pay for the benefits of having or using the product or service.Pricing simply means determining the price for the product or service (Ecological et al. , 1385: 1). Vaginal states that McDonald's in price marketing mix used different strategies for pricing in different countries. For example, it used strategies such as cost based on the target strategy, the ultimate cost plus a percentage of profit, or prestigious pricing. For example, a Big Mac in the United States is equivalent to 14 minutes work of a worker a day, but in a country li ke Nigeria it is equivalent to several hours of work (2001: 101 vaginal).Types of pricing methods in dealing with competitors The competitors may price their products in four ways: 1 . Pricing based on cooperation: the price is determined by cooperation and consensus with partners. This situation occurs mostly in competitive oligopolies markets. 2. Adaptive pricing: market leader and main shareholders determine the price, and the others price their products according to them. Opportunistic pricing: n some markets, when a supplier increases the price for its products, a rival that has good resources might not change the price of its product.Sometimes, in the case of the increase in prices by a producer, the rival increases the prices, but tries to offer more services to attract part of customers of the company which first increased prices. This method is called opportunistic pricing. 4. Punitive pricing: some suppliers who are able and good facilities, in order to eliminate smaller c ompetitors, lower prices for their products. Sometimes this method will result in removal of small suppliers from the market (Flask, 1386: 169).According to the arguments presented, the pricing strategy of a product, when the product is part of a group of products, has different characteristics. In this case, the organization considers overall prices of one group in order to maximize profits. The firms, after codifying pricing strategy, are faced with conditions in which they are compelled to reduce or increase prices, and marketers need to respond to the change in pricing strategies and develop other strategies.