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Product service types

Product & Service
Types


Product




Product is anything that is offered to
a market to satisfy a want or need.
Products that are marketed include
physical goods, services, events,
persons, information, ideas.


Product types
Product item: a specific version of a product.
 Product line: a group of related products
made & marketed by a manufacturer.
 Product type: a group of products offered by

different companies which technically similar,
with variations of price, appearance &
marketing.
 Product class: a group of products as
substitutes for one another.
 Product mix: the set of all products that a firm
offers for sale.



Consumer products
 Consumer





products
Convenience products
Shopping products
Specialty products
Unsought products


 Convenience

products
 products a customer needs but spends
less time for shopping
 they are bought often, require little
service, don’t cost much, bought by habit
 Shopping products
 Products that a customer feels worth the
time & effort to compare with competing
products


Specialty products
 Products that a customer wants and makes
a special effort to find


 Any branded product is a specialty product
 Unsought products
 Products purchased to solve a sudden
problem, products of which customers are
unaware ,or not thinking about buying
 Ex: coffin, gravestones, life insurance …
etc..



Consumer product &
Marketing Mix planning
Consumer product

Marketing Mix

Consumer behavior

Convenience
products
( milk, detergent ,
foods & drinks,
toothpaste)

-Maximum
exposure
-Low cost
distribution
-Mass selling
-Low price
-Branding is
important

-Habitual
purchasing
-Low effort
-Frequent
purchases
-Low involvement

Shopping products
( Cameras ,TV,
sunglasses,
washing- machine)

-Price comparison
-High price
sensitivity

-Buy irregularly
-Require
comparison
-Found in fewer
stores

Specialty products
( piano, perfume)

-price sensitivity
-Limited
distribution

-Buy rarely
-Search extensively
-Reluctant to
accept substitutes


Business products&
Marketing mix planning
 Classes

123456-

of business products :
installations
accessories
raw materials
components
supplies
professional services


Business products
Business product
classes

Marketing mix

Buying behavior

Installations

- Require skillful
personal selling
- Require Leasing
& specialized
support services

- Infrequent
purchase
- Long decision
period

Accessory
equipment

- Wide spread
distribution
- Price
competition
- Quality is
important

- Purchasing &
operating
personnel make
decision
- Shorter decision
period


Business products
Business
Marketing mix
product
classes
Raw materials - Grading is
important
Transportation
& storing can
be crucial
- Markets are
competitive
Components
- Product
quality &
delivery

Buying
behavior
- Long-term
contracts may
be required to
ensure supply
- Online
auctions

- Purchasing is
influenced by
competitive


Business products
Maintenance ,
repair,
operating
supplies
Professional
services

- Fast delivery - Buyers don’t
spend much
Arrangements
time on it
with
intermediaries
are crucial
- Needs may
- Services
customized to
be very
buyer’s need
specialized
- Customer
- Personal
selling is
compares
important
service
- High prices



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