The product is at the heart of our marketing mix. It is the starting point, the product offering and product strategy. In order to design a distribution strategy, decide on a promotion campaign, or set a price; we need to know the product to be marketed according to a variety of factors. Such factors might include its packaging, warranty, brand-name, and company image, etc. In our case we’d need to know about trade associations dealing with coffee. We could consult an Internet portal for associations or conduct a Google search leading to white papers, industry reports, newspaper and magazine articles, and census industry data via North American Industry Classification Codes (NAICS Codes).
“ASAE & The Center serve approximately 10,000 associations that represent more than 287 million people and organizations worldwide.
The Center for Association Leadership is the premier provider of learning and knowledge for the association community. The Center was founded in 2001.
ASAE is the membership organization and voice of the association profession. Founded in 1920, ASAE now has more than 22,000 association CEOs, staff professionals, industry partners, and consultant members.”
1) Find an industry association that provides information on our product offering and strategy.
http://www.asaecenter.org/Directories/Supply.cfm?type=search
