3 Augmented Product ةيفاضإ تافصاومب ززعمل� جتنمل� o Finally the product planner

3 augmented product ةيفاضإ تافصاومب

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3. Augmented Product: ةيفاضإ تافصاومب ززعملا جتنملا o Finally, the product planner must build an augmented product around the core and actual products by offering additional consumer services and benefits. o Example: the BlackBerry must offer more than just a communications device . It must provide consumers with a complete solution to mobile connectivity problems . Thus when consumers buy a BlackBerry , the company might give buyers a warranty on parts , quick repair services , etc… To the consumer, all of these augmentations become an important part of the total product. Therefore , a product is more than a simple set of tangible features . Consumers tend see products as complex bundles of benefits that satisfy their needs . Products can be classified according to their durability and tangibility : 3 هثدحم هخسن 1/31/2012 Product classifications:
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BE200 Summary Prepared by: Honey Bonny (( دمحموبأ o Non-durable products : are goods that are normally consumed quickly and used on one or a few usage occasions such as soap and food products . o Durable products : are products used over an extended period of time and normally survive for many years such as refrigerators , cars and furniture . Products and services also fall into two broad classes based on the types of consumers that use them: - Consumer products. - Industrial products. Consumer products: مهم The consumer products are those bought by final consumers for personal consumption . Marketers usually classify these goods further based on how consumers go about buying them. Consumer products include convenience products , shopping products , specialty products , and unsought products . These products differ in the ways consumers buy them and therefore in how they are marketed: 1. Convenience products: ةحارلا لئاسو نمو ةمئلم تاجتنم o Convenience products are the consumer products and services that the customer usually buys frequently , immediately , and with a minimum of comparison and buying effort . Examples include soap , candy , newspapers , and fast food . o Convenience products are usually low priced , and marketers place them in many locations to make them readily available when customers need them . 2. Shopping products: ةيقيوست تاجتنم o Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. o When buying shopping products and services , consumers spend much time and effort in gathering information and making comparisons . Examples include furniture , clothing , used cars , major appliances , and hotel and motel services . o Shopping products marketers usually distribute their products through fewer outlets but provide deeper sales support to help customers in their comparison efforts .
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