“POLICY OF PRODUCT’S TOOL”

Abstract

The contemporary economy ic characterized with free market. Business activities and that of economy in general are exclusively linked with market. The product has been and still is present in the human kind’s activity. It is a direct tool of mix marketing. The product has direct or transverse connectivity with the producer and consumer with all the stratums, in the quality of the creator, users and tenors in different forms. Product as a main element of the mix marketing, consists of interaction, price, promotion and distribution. Has a wide meaning because it includes the material, servant, instrumental, psychological, emotional, biophysical and strategic-status aspect. According to Kotler: Product is anything that can be offered to the market and that draws attention, supplement, use and consumption and to fulfill a wish or a need. By that, we mean physical objects, services, people, distributions, organizations and ideas. From the definition of Kotler, it is learned that the product is a material, servicing, idea, spiritual good etc, that is out in the market and in it the consumer finds its benefit and interest for the fulfillment of his/her defined needs. The product can be defined in a more defined form. It is important to clearly understand the meaning of product. In reality in everyday life, in each time, in each environment, we are in contact with the product with different types of products, which have or don’t have form, are or aren’t touchable, are or aren’t visible. From the marketing aspect, the product contains something from the physical, functional, esthetic, symbolic quality, features that in market are received by consumers, who are ready to give the relevant counter for their buying. The product is a whole with physical-chemical, mechanical, serving and mental content, that serves for the fulfillment of consumers’ needs. With a product, the consumers fulfills his/her material needs (food, clothing, housing etc) needs that are related to services (travelling by car, phone conversations, use of washing machines) needs that are manifested in the quality of symbols respectively differences of statuses when the consumer wants and is able to buy furniture that are distinguished as best, as most expensive, to construct or buy a house with interior and exterior architecture and structure, mentioned as the object that no one else possesses in that certain environment.