MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal...
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Transcript of MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal...
![Page 1: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/1.jpg)
MARKETING GOLDEN CHAPTER 11
![Page 2: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/2.jpg)
MARKETING GOLDEN CHAPTER 11
![Page 3: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/3.jpg)
MARKETING GOLDEN CHAPTER 11
![Page 4: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/4.jpg)
MARKETING GOLDEN CHAPTER 11
PRODUCTS
• G, S, & I.• Cluster of Satisfactions.• Consumer Products: Personal or
family needs (paper clip).• Business Products: Used in
business operations (paper clip).
![Page 5: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/5.jpg)
MARKETING GOLDEN CHAPTER 11
CLASSIFYING CONSUMER PRODUCTS
• Convenience– Relatively inexpensive– Frequently purchased– Minimal purchasing effort– Available at lots of outlets– High turnover and low margin
• Soda, Candy, Gasoline, Newspapers
![Page 6: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/6.jpg)
MARKETING GOLDEN CHAPTER 11
CLASSIFYING CONSUMER PRODUCTS
• Shopping– Purchased less frequently– Considerable amount of search effort– Available in fewer outlets– Lower turnover and higher margins
• Clothes, Shoes, Furniture, Electronics, House
![Page 7: MARKETINGGOLDENCHAPTER 11. PRODUCTS G, S, & I. Cluster of Satisfactions. Consumer Products: Personal or family needs (paper clip). Business Products:](https://reader036.fdocuments.in/reader036/viewer/2022083008/56649cd85503460f949a11d9/html5/thumbnails/7.jpg)
MARKETING GOLDEN CHAPTER 11
CLASSIFYING CONSUMER PRODUCTS
• Specialty– Items with unique characteristics– Buyers will not accept substitutes– Expend considerable effort to obtain– Available at only a few outlets– Very low turnover and very high
margin• Signature Gibson, Les Paul Guitar
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MARKETING GOLDEN CHAPTER 11
CLASSIFYING CONSUMER PRODUCTS
• Unsought– Purchased to solve an unexpected
problem– Not at all planned
• Replacement tire
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MARKETING GOLDEN CHAPTER 11
PRODUCT MIX
• Item: Specific version of a product (Bud).
• Line: Group of closely related items (AB’s Beer Line includes Bud, Bud Lite, Bud Dry, Busch, etc.).
• Mix: Organization’s entire array of products.
• Width: Number of lines in mix.• Depth: Number of items in any line.
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MARKETING GOLDEN CHAPTER 11
PRODUCT LIFE CYCLE
• Used as a guide to help management make strategic marketing decisions.
• It is the typical cycle that most products follow.
1. Introduction2. Growth3. Maturity4. Decline