Product
           Four key factors
            1) Features
           Features are characteristics of a product that offer benefits to customer.
                          Feature                Benefit 
                          Screen size            Allows for more 
                                                 distant viewing
                          Screen resolution      Clear, more realistic 
                                                 picture
                          Surround sound         Enhanced sensory 
                                                 experience
       2) Branding 
        Branding involves establishing and identity for a product with the goal of 
         distinguishing it from competitors offerings.
        This is essential in markets where products are similar and competition is fierce.
       3) Packaging 
        It protects the product during shipping and handling.
        It is the last chance of manufactures to seduce the customer.
       4) Labelling 
        It provides information to aid a purchase decision.
        For many products (e.g. food, pharmaceuticals) there are legal requirements for the 
         label relating to the listing ingredients, nutritional information and instructions for use
       Place (distribution) 
        Distribution channels:
          1) Resellers (purchase products and sell them to others)
          2) Intermediaries (they bring buyer and suppliers together)
          3) Logistics companies
        Direct distribution:
          1) Direct marketing (the customer places order in company’s website or catalogue)
          2) Direct retail (when company operates its own retail outlets)
          3) Personal selling (where salesperson takes order and arranger the delivery)