Product service types

 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...  Pro

Product & Service

Types

 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

 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.

Product types

 Consumer products

 Shopping products

 Specialty products

 Unsought products

Consumer 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 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 Unsought products

(funeral services,

insurance)

-Personal selling -Aggressive

promotion

-Aware of product not interested

-Negative attitude

to product

Consumer product &

Marketing Mix planning

 Classes of business products :

1- installations

2- accessories

3- raw materials

4- components

5- supplies

6- professional services

Business products&

Marketing mix planning

Business product

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

product

classes

Marketing mix Buying

behavior

Raw materials - Grading is

important

- Transportation

& storing can

be crucial

- Markets are competitive

- Long-term contracts may

be required to ensure supply

- Online auctions

quality &

delivery reliability are important

- Purchasing is influenced by competitive price

Business products

-

Maintenance ,

repair,

operating

supplies

- Fast delivery

- Arrangements with

intermediaries are crucial

spend much time on it

Professional

services - Services customized to

buyer’s need

- Personal selling is important

- High prices

be very specialized

compares service

Business products