3 Specialty products ةصاخ تاجتنم o Specialty products are consumer products and

3 specialty products ةصاخ تاجتنم o

This preview shows page 4 - 6 out of 17 pages.

3. Specialty products: ةصاخ تاجتنم o Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort . o Examples include specific brands and types of cars , high-priced photographic equipment, designer clothes, and the services of medical or legal specialists. (A Lamborghini automobile). o Buyers normally do not compare specialty products . They invest only the time needed to reach dealers carrying the wanted products . 4. Unsought products: o Unsought products are consumer products that the consumer either does not know about or knows about but does not normally think of buying . 4 هثدحم هخسن 1/31/2012
Image of page 4

Subscribe to view the full document.

BE200 Summary Prepared by: Honey Bonny (( دمحموبأ o Most major new innovations are unsought until the consumer becomes aware of them through advertising . Examples of known but unsought products and services are life insurance and blood donations to the Red Grass. o By their very nature, unsought products require a lot of advertising, personal selling, and other marketing efforts. Industrial products: The industrial products are those purchased for further processing or for use in conducting a business . Thus, the distinction between a consumer product and an Industrial product is based on the purpose for which the product is bought . If a consumer buys a lawnmower for use around home, the lawnmower is a consumer product. If the same consumer buys the same lawnmower for use in a landscaping business, the lawnmower is an industrial product. The three groups of industrial products and services include materials and parts, capital items, and supplies and services: 1. Materials and parts : o Include raw materials and manufactured materials and parts: 1. Raw materials consist of farm products ( wheat, cotton, livestock, fruits, vegetables ) and natural products ( fish, lumber, crude petroleum, iron ore ). 2. Manufactured material and parts consist of component materials ( iron, yarn, cement, wires ) and component parts ( small motors, tires, castings ). o Most manufactured materials and parts are sold directly to industrial users . Price and service are the major marketing factors ; branding and advertising tend to be less important. 2. Capital items: o Are industrial products that help in the buyer's production or operations , including installations and accessory equipment . 1. Installations consist of major purchases such as buildings ( factories , offices ) and fixed equipment ( generators, drill presses, large computer systems, elevators ). 2. Accessory equipment includes portable factory equipment and tools ( hand tools, lift trucks ) and office equipment ( fax machines, desks ). They have a shorter life than installations and simply aid in the production process.
Image of page 5
Image of page 6
  • Fall '10
  • NULL

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask You can ask ( soon) You can ask (will expire )
Answers in as fast as 15 minutes