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Marketing: The Core 8th Edition

Marketing: The Core (8th Edition)

Book Edition8th Edition
Author(s)Hartley, Kerin
ISBN9781260711455
PublisherMcGraw-Hill, Inc.
SubjectBusiness
End of Chapter
BUILDING YOUR MARKETING PLAN

Chapter 9, End of Chapter, APPLYING MARKETING KNOWLEDGE, Exercise 2

Page 260

Explanation

Convenience products are those which are purchased on a regular basis and shopping goods are those which are purchased rarely.

 

Company NV granola bars are food products and they come under the category of convenience products. They fall under this category because of characteristics like:

  • Frequent purchases 
  • Relatively inexpensive, Widespread availability 
  • Promoted based on their price and awareness 
  • Easily substituted by other competitors 

 

Hiking boots produced by Company EB come under the shopping category as they satisfy the characteristics such as: 

  • Fairly expensive 
  • A large number of selective outlets 
  • Differentiated from competitors
  • Brand loyalty 
  • Rare purchases 

Sample Response

Granola bars produced by the Company NV are convenience products. 

Company EB hiking boots are shopping products. 

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