Ch 10 Flashcards
Durable good
One that lasts many uses
Marketing for personally selling
4 types of consumer products
Convenience products
Shopping products
Specialty products
Unsought products
Convenience products
Consumer purchases frequently with minimal effort
Shopping products
Items for which the consumer compares several alternatives such as
Price
Quality
Style
Specialty products
Items that consumer makes a special effort to search and buy
Unsought products
Items consumer does not know about or necessarily want
Product item
Unique brand, size, or price.
Product line
Group of product or service items that are closely related because they satisfy a class of needs and are used together, to the same group, distributed the same, and usually same price range
Product mixes
Consists of all of the product lines offered by an organization
Continuous innovation
Consumers dont need to learn new behavior
Dynamically continuos innovation
Only minor changes in behavior are required
Discontinuous innovation
Making consumer learn entirely new consumption patterns to use product
Product line extension
Incremental improvements of an existing product-line company already sells
Brand extension
Involving putting an established brand name on a new product in an unfamiliar market
Non durable good
Product this is consumed in a few uses
Marketing by consumer advertising
