summary chapter 8
Chapter 8
What is a product ?
Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Consumer products are products and services for personal consumption
Classified by how consumers buy them
Convenience products
Shopping products
Specialty products
Unsought products
Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort
Newspapers
Candy
Fast food
Shopping products are consumer products and services that the customer compares carefully on suitability, quality, price, and style
Furniture
Cars
Appliances
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
Medical services
Designer clothes
High-end electronics
Unsought products are consumer products that the consumer does not know about or knows about but does not normally think of buying
Life insurance
Funeral services
Blood donations
Industrial products are products purchased for further processing or for use in conducting a business
Classified by the purpose for which the product is purchased
Materials and parts
Capital
Raw materials
Capital items are industrial products that aid in the buyer’s production or operations
Materials and parts include raw materials and manufactured materials and parts usually sold directly to industrial users
Supplies and services include operating supplies, repair and maintenance items, and business services
Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization
Person marketing consists of activities undertaken to create, maintain, or change attitudes
What is a product ?
Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Consumer products are products and services for personal consumption
Classified by how consumers buy them
Convenience products
Shopping products
Specialty products
Unsought products
Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort
Newspapers
Candy
Fast food
Shopping products are consumer products and services that the customer compares carefully on suitability, quality, price, and style
Furniture
Cars
Appliances
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
Medical services
Designer clothes
High-end electronics
Unsought products are consumer products that the consumer does not know about or knows about but does not normally think of buying
Life insurance
Funeral services
Blood donations
Industrial products are products purchased for further processing or for use in conducting a business
Classified by the purpose for which the product is purchased
Materials and parts
Capital
Raw materials
Capital items are industrial products that aid in the buyer’s production or operations
Materials and parts include raw materials and manufactured materials and parts usually sold directly to industrial users
Supplies and services include operating supplies, repair and maintenance items, and business services
Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization
Person marketing consists of activities undertaken to create, maintain, or change attitudes