Classification/Taxonomy Chapter 18. Why Classify? Why Classify?
What are the characteristics of products, how do marketers classify products
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Transcript of What are the characteristics of products, how do marketers classify products
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WHAT ARE THE CHARACTERISTICS OF PRODUCTS, AND HOW DO MARKETERS CLASSIFY PRODUCTS?
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PRODUCT CHARACTERISTICS
AND CLASSIFICATION
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Features that identify the product to the
company, the market and the consumer.
Each product is a complex of tangible and
intangible characteristics which define
the product, its use and value.
Product Characteristics
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DURABILITY AND TANGIBILITY
1. NONDURABLE GOODS
2. DURABLE GOODS
3. SERVICES
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CONSUMER GOODS CLASSIFICATION
• CONVENIENCE GOODS • SHOPPING GOODS • SPECIALITY GOODS • UNSOUGHT GOODS
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CONVENIENCE GOODS
UNSOUGHT GOODS
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SPECIALITY GOODS
SHOPPING GOODS
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INDUSTRIAL GOODS CLASSIFICATION
•MATERIALS AND PARTS 1. raw materials 2. manufactured materials and parts •CAPITAL ITEMS 1. installations 2. equipment •SUPPLIES AND BUSINESS SERVICES 1. maintenance and repair items 2. operating supplies
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Raw Materials
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Manufactured Materials And
Parts
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Capital Items
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Supplies And Business Services
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These slides were created by Ashish Soni, IIT
Delhi during a Marketing internship by Prof.
Sameer Mathur, IIM Lucknow (See
www.IIMInternship.com)