marketing mix: product

Question 1

convenience goods - definition

Answer 1

convenience goods are bought frequently, immediately and with minimal effort

Question 2

shopping goods - definition

Answer 2

are those the consumer characteristically compares on such bases as suitability, quality, price and style

Question 3

specialty goods - definition

Answer 3

have unique characteristics or brand identification for which enough buyers are willing to make a special purchasing

Question 4

Unsought goods - definition

Answer 4

are those the consumer does not know about or normally think of buying, such as smoke detectors

Question 5

what are the three product propositions?

Answer 5

augmented propositions
embodied proposition
core proposition

Question 6

definition of proposition

Answer 6

A set of tangible and intangible attributes, related not just to physical goods but also services, ideas, people, places, experiences or a mix of these elements

Question 7

Three product levels

Answer 7

Core - generic
embodied - expected
augmented

Question 8

Core genetic product level - detail

Answer 8

• commodity goods
• meets the buyers or users basic needs - eg a car satisfying a transportation need
• easy to copy

Question 9

Embodied (expected) product levels- detail

Answer 9

value engineered to satisfy a specific targets minimum purchase conditions

Question 10

Augmented product level - detail

Answer 10

Added values satisfying non-functional eg emotional as well as functional need

Question 11

product lifecycle - complete

Answer 11

development
introduction
growth
maturity
decline