Marketing Consumer And Industrial Goods

3. -Refer to the products or services for personnel or
household use.
-Are for the use of the ultimate consumer. They are
usually in forms that do not need further
commercial processing.

4. -CLASSIFICATION BASED ON RATE OF CONSUMPTION
AND PRODUCT’S LENGTH OF LIFE
- TRADITIONAL CLASSIFICATION
-“CHARACTERISTIC OF GOODS” THEORY

5. -This classification distinguishes three categories of
goods: DURABLE GOODS, NON DURABLE GOODS and
SERVICES.
DURABLE GOODS - are physical, tangible
products which have extended period of use, that is,
they survive many uses
Example: Refrigerator, automobiles and other home
appliances

6. NON-DURABLE GOODS – are physical, tangible
products which are normally consumed in one or short
period of use.
Includes … soap, food, paper, shoes, etc.

7. SERVICES – are intangible products such as activities,
benefits, satisfaction, and behaviors which are for
sale.
Examples are … auto repairs, haircuts, entertainment,
and transportations.

8. -this classification is referred to as the “traditional”
classification, in which goods are categorized as
CONVENIENCE, SHOPPING, SPECIALTY, and UNSOUGHT.
CONVENIENCE GOODS - are bought with the
minimum of effort and shopping time. They are bought
usually on the basis of habit, hence, buying decision is
made quickly and easily. They are also heavily
advertised and are found in most retail stores.
Examples: Grocery items, cigarettes, candies,
newspapers, and medicines.

9. CONVENIENCE GOOD are Subdivided into 3
types: STAPLES, IMPULSE GOODS and EMERGENCY
GOODS.
STAPLE food and drug items are purchased and used
regularly and frequently, often by habit, without
much thought beyond the initial decision to buy them.

10. IMPULSE GOODS are bought as unplanned purchases,
that is, the customer decides to buy at the spur of the
moment. Unplanned purchasing behavior is called
“IMPULSE BUYING”
two types of impulse buying:
- REMINDER BUYING is when a shopper
sees a product and remembers a need for it.
- SUGGESTION BUYING is when the shopper
sees a product displayed and visualizes a need for it.

11. EMERGENCY GOODS are purchased less frequently and
only when the need is urgent.
Examples: Medicines, umbrellas, batteries, and
ambulance services.

12. SHOPPING GOODS
-Are bought only after comparison shopping, during which
the consumer evaluates alternative products on the basis of
suitability, quality, style and price.
Shopping Goods may be Homogeneous and Heterogeneous
HOMOGENEOUS shopping goods
-Are products that the customer sees as similar or
standardized except on one variable, price.
HETEROGENEOUS shopping goods
-Are products that consumers see as non-standardized,
hence, are compared for suitability, style and quality.

13. SPECIALTY GOODS
-those which consumers perceive as significant or unique,
and thus, they exhibit unusual shopping-buying behavior.
UNSOUGHT GOODS
-Goods that customers do not yet want or know they can
buy, therefore, are not searched for at all.
-2 types of unsought goods
-NEW UNSOUGHT GOODS are product offering really
new concepts that potential customer are not aware of.
-REGULAR UNSOUGHT GOODS are products which
normally customers do not look for.

14. -Advanced by Leo V. Aspinwall
-An attempt to make the assumptions about
convenience, shopping and specialty goods
more explicit and more exact.
-Provides a useful expansion of the traditional
4 – way classification of goods, but is still
limited as a pragmatic marketing tool.

16. -Are those goods used for resale, or in producing
other go or in rendering services.
-Intended for use
-In making other goods.
-In conducting business.
-In providing benefit.

17. -Raw Materials
-Installations
-Accessory Equipment
-Component Parts and Materials
-Supplies; and
-Services

18. -Are goods that become part of the product
but have not undergone any more processing
than what is needed for safe, convenient,
economical transport and handling.
2 types of raw materials
- FARM PRODUCTS such as poultry,
eggs, vegetables, fruits.
- NATURAL PRODUCTS such as
lumber, fish , oil, minerals.

19. -Large and expensive items that do not
become part of the final product but are
expended, depleted, or worn out during the
years of use.
2 classes:
- buildings and land rights
- major equipment such as
computers, tractors, and generators.

20. -Does not become a part of the final product,
but is less expensive than installation, more
standardized, and shorter lived.
Examples: writers, cash registers, desks and
small power tools.

21. -“convenience goods” of the industrial
market.
-Short – lived
-Low-priced items
3 categories of supplies
- Maintenance
- Repair
- Operating Supplies

22. -Become part of the finished product.
-Undergo more processing than raw material

23. -A non-physical offerings that are valuable in
supporting the operations of a firm.
example:
security, cleaning, engineering,
advertising, consulting, legal, and others.

24. -principal factors that motivate users
1. cost
2. product quality
3. post – sale services
4. seller reliability
5. terms of sale
6. ease and speed of delivery
7. safety
8. reciprocity
9. emotional considerations
10. versatili