For each scenario below:

Indicate the consumer product class (see Exhibit 8-6 and related discussion) based on the characteristics of each group of customers, and explain why you placed the product in this class.

1. Dawn Brady was at her cousin's house and saw a very unique and different baseball cap. This cap was like a Green Bay Packers football helmet with the G logo on the side. She had never seen one before. She asked her cousin where he bought it, but he could not recall. The next day she went out looking for this particular cap. She went to four different stores each time describing the cap and getting quizzical looks from sales clerks who had never seen one before. Several tried to sell her other Green Bay Packers hats including a few that were quite unique. But Dawn pressed on looking for that particular cap. Finally, in a gift shop, she found exactly what she was looking for and purchased it even though the price was significantly higher than the other Packers hats she had seen that day.
2. Toby Rosso was excited. He was waiting on the dock to go deep sea fishing with his two brothers off the coast of Hawaii. The Captain of the boat they had chartered for the day strode up and said All Aboard to Toby and his brothers. Just then, Toby realized that he did not have a hat and it was going to be hot and very sunny on their 8-hour adventure. Toby quickly ran to the Marina Store. He found a kind of stupid looking overpriced baseball cap but it was the only one sold at the store. So he bought it and was thankful at the end of the day.

Consumer Product Class Marketing Mix Considerations Consumer Behavior Convenience products Staples Maximum exposure with widespread, low Routinized (habitual): low offort, frequent cost distribution; mass selling by producer: purchases; low involvement. usually low price; branding is important Impulse Widespread distribution with display at point Unplanned purchases bought quickly. of purchase. Emergency Need widespread distribution near probable Purchase made with time pressure when a need point of need: price sensitivity low.' is great Shopping products Homogeneous Need enough exposure to facilitate price Customers see little difference among comparison, price sensitivity high. alternatives and seek lowest price. Heterogeneous Need distribution near similar products, Extensive problem solving consumer may promotion (including personal selling) to need help in making a decision (salesperson, highlight product advantages; less price website, etc.). sensitivity. Specialty products Price sensitivity is likely to be low; limited Willing to expend effort to get specific product, distribution may be acceptable, but should even if not necessary; strong preferences make be treated as a convenience or shopping it an important purchase; Internet becoming im- product (in whichever category product portant information source. would typically be included) to reach persons not yet sold on its specialty product status. Unsought products Now unsought Must be available in places where similar Need for product not strongly felt, unaware of (or related products are sought; needs benefits or not yet gone through adoption attention-getting promotion process. Regularly unsought Requires very aggressive promotion, usually aware of product but not interested; attitude personal selling toward product may even be negative. Consumer Product Class Marketing Mix Considerations Consumer Behavior Convenience products Staples Maximum exposure with widespread, low Routinized (habitual): low offort, frequent cost distribution; mass selling by producer: purchases; low involvement. usually low price; branding is important Impulse Widespread distribution with display at point Unplanned purchases bought quickly. of purchase. Emergency Need widespread distribution near probable Purchase made with time pressure when a need point of need: price sensitivity low.' is great Shopping products Homogeneous Need enough exposure to facilitate price Customers see little difference among comparison, price sensitivity high. alternatives and seek lowest price. Heterogeneous Need distribution near similar products, Extensive problem solving consumer may promotion (including personal selling) to need help in making a decision (salesperson, highlight product advantages; less price website, etc.). sensitivity. Specialty products Price sensitivity is likely to be low; limited Willing to expend effort to get specific product, distribution may be acceptable, but should even if not necessary; strong preferences make be treated as a convenience or shopping it an important purchase; Internet becoming im- product (in whichever category product portant information source. would typically be included) to reach persons not yet sold on its specialty product status. Unsought products Now unsought Must be available in places where similar Need for product not strongly felt, unaware of (or related products are sought; needs benefits or not yet gone through adoption attention-getting promotion process. Regularly unsought Requires very aggressive promotion, usually aware of product but not interested; attitude personal selling toward product may even be negative