Marketing chap 10

Marketing chap 10 - Product good service person place idea...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Product: good, service, person, place, idea Layers of the tangible product Classifying consumer products 1. How long they last Durable – designed to last a while, high involvement great deal of info Ex: autos Nondurable – consumed in the short time low involvement little information Ex: food 2. How consumers can buy them a. Convenience product – nondurable good or service, purchased frequently with minimum comparison and effort, low priced, widely available a.i. Staples: milk bread gas a.ii. Emergency products: draino a.iii. Impulse products: gum, candy 3. Shopping products : comparison of alternatives: price, product quality, or attributes. Represents limited problem solving decision. different characteristics: price based. Attribute based: focus on best product selection 4. Specialty based products – unique characteristics that are important to buyers at any price a. Loyal to specific brands b. Extended problem solving decision b.i. Ex>big screen tv 5. Unsought product : consumer has little awareness or interest until the need arises a. Ex: insurance Product Mix: width, or entire range of products produced by a company Product line: total product offerings designed to satisfy a single product need
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/09/2012 for the course MKTG 311 taught by Professor Carpenter during the Spring '12 term at Old Dominion.

Page1 / 3

Marketing chap 10 - Product good service person place idea...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online