2.Levels of Product and services Augmented Product Installation Packaging Brand Features Name Core Delivery After- Benefit or Credit Sale Quality Service Service Level Design Warranty Actual Product Core Product
Brand Name Quality Level Packaging Design Features Delivery & Credit Installation Warranty AfterSale Service Core Benefit or Service Actual Product Core Product Augmented Product 2. Levels of Product and services
3.Product and service Classifications Consumer products-products bought by final consumer for personal consumption. Convenience products Shopping products Specialty products Unsought products ● Industrial products-product bought by individuals and organizations for further processing or for use in conducting a business
3. Product and service Classifications • Consumer products-products bought by final consumer for personal consumption. – Convenience products – Shopping products – Specialty products – Unsought products • Industrial products-product bought by individuals and organizations for further processing or for use in conducting a business
Consumer Products Convenience Products Shopping Products >Buy frequently immediately > Buy less frequently >Low priced >Higher price >Mass advertising >Fewer purchase locations >Many purchase locations > Comparison shop i.e Candy,newspapers i.e Clothing,cars,appliances Specialty Products Unsought Products >Special purchase efforts >New innovations >High price >Products consumers don't >Unique characteristics want to think about these products >Brand identification >Require much advertising >Few purchase locations personal selling i.e Lamborghini,Rolex i.e Life insurance,blood donation
Unsought Products ➢ New innovations ➢ Products consumers don’t want to think about these products ➢ Require much advertising & personal selling i.e Life insurance, blood donation Consumer Products Specialty Products ➢ Special purchase efforts ➢ High price ➢ Unique characteristics ➢ Brand identification ➢ Few purchase locations i.e Lamborghini, Rolex Shopping Products ➢ Buy less frequently ➢ Higher price ➢ Fewer purchase locations ➢ Comparison shop i.e Clothing, cars, appliances Convenience Products ➢ Buy frequently & immediately ➢ Low priced ➢ Mass advertising ➢ Many purchase locations i.e Candy, newspapers
Industrial Products Materials and Parts Capital Items Supplies and Services
Supplies and Services Materials and Parts Capital Items Industrial Products
Product Classifications Other Marketable Entities Activities undertaken to create,maintain,or change the attitudes and behavior toward the following: 一 Organizations -Profit (businesses)and nonprofit (schools and churches). Persons -Politicians,entertainers,sports figures, doctors and lawyers. -Places -Business sites and tourism. -Ideas (social ideas marketing)-public health campaigns,environmental campaigns,and others such as family planning,or human rights
Product Classifications Other Marketable Entities • Activities undertaken to create, maintain, or change the attitudes and behavior toward the following: – Organizations - Profit (businesses) and nonprofit (schools and churches). – Persons – Politicians, entertainers, sports figures, doctors and lawyers. – Places - Business sites and tourism. – Ideas (social ideas marketing) – public health campaigns, environmental campaigns, and others such as family planning, or human rights. Place Marketing: Vacation spots are the subject of most place marketing Click or p ress space bar to re tu rn