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eBook

Primt

References

The primary function of marketing and, more broadly speaking, the entire organization is to deliver value to the customer. The essential component in delivering value is the product experience, which is why it is considered the heart of marketing. Products can be classified in four ways.

Two of the four classifications define the nature of the product: tangibility and durability. The other two classification criteria deal with who uses the product: consumers or businesses. It is important to understand the nature and use of a product because marketing strategies differ among the various product classifications. Consumers purchase thousands of products from an assortment of millions of choices. On the surface it may seem difficult to develop a classification system for the variety of products consumers purchase, but the reality is that consumer purchase habits fall into four broad categories: convenience, shopping, specialty, and unsought.

Match each category of products to the type of consumer good that the items represent.