Transcript Unsought Products

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As you may recall, a product is a good or
service for sale in a market. For example, we
buy products when we get our haircut or buy
food.
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Products are marketed to reach
specific target markets
Decisions concerning distribution,
pricing and promotion are affected
by the classification in which a
product is placed.
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Consumer Products
Industrial Products
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Consumer Products
• Products and services bought by
final consumers for personal
consumption.
– Also includes other marketable entities.
• Classified by how consumers buy
them:
– Convenience goods
– Shopping goods
– Specialty goods
– Unsought goods
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Specialty & Unsought Products
• Specialty Products
– Special purchase efforts
– High price
– Unique
characteristics
– Brand identification
– Few purchase locations
– Example: Rolex watches,
Ferrari cars
• Unsought Products
– New innovations that
may not be known by
the buyer
– Are often products
consumers do not
want to think about
– Require a lot of
advertising and
personal selling
– Examples: blood
donation, cemetery
plots, insurance
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