The Product and the Product mix Product classifications a durability and tangibility Classification: Nondurable goods Durable goods a services 10-6
10-6 The Product and the Product Mix Product classifications Product classifications Durability and Tangibility Durability and Tangibility Classification: Classification: Nondurable goods Nondurable goods Durable goods Durable goods Services Services
The Product and the Product mix Consumer -Goods Classification Convenience goods Staples Impulse goods Emergency goods Shopping goods Homogeneous shopping goods Heterogeneous shopping goods Specialty goods a Unsought goods
10-7 The Product and the Product Mix Consumer Consumer-Goods Classification: Goods Classification: Convenience goods Convenience goods Staples Staples Impulse goods Impulse goods Emergency goods Emergency goods Shopping goods Shopping goods Homogeneous shopping goods Homogeneous shopping goods Heterogeneous shopping goods Heterogeneous shopping goods Specialty goods Specialty goods Unsought goods Unsought goods
The Product and the Product mix a Industrial-Goods Classification a materials and parts Farm products a Natural products a Manufactured materials and parts a Component materials Component parts a Capital items Installations a Equipment 10-8
10-8 The Product and the Product Mix Industrial Industrial-Goods Classification Goods Classification Materials and parts Materials and parts Farm products Farm products Natural products Natural products Manufactured materials and parts Manufactured materials and parts Component materials Component materials Component parts Component parts Capital items Capital items Installations Installations Equipment Equipment
The Product and the Product mix a Supplies and business services a Maintenance and repair items Operating supplies Maintenance and repair services a Business advisory services
10-9 The Product and the Product Mix Supplies and business services Supplies and business services Maintenance and repair items Maintenance and repair items Operating supplies Operating supplies Maintenance and repair services Maintenance and repair services Business advisory services Business advisory services
The Product and the Product mix a Product mix(Product assortment a Product mix has a certain: a Width: number of product lines(e.g, detergents toothpaste, bar soap, diapers, paper tissues) Length: total number of items a Depth: number of variants for each product a Consistency 10-10
10-10 The Product and the Product Mix Product mix (Product assortment) Product mix (Product assortment) Product mix has a certain: Product mix has a certain: Width: number of product lines (e.g., detergents, number of product lines (e.g., detergents, toothpaste, bar soap, diapers, paper tissues) toothpaste, bar soap, diapers, paper tissues) Length: Length: total number of items total number of items Depth: number of variants for each product number of variants for each product Consistency Consistency