5.3 : 产品类型

Marketers must understand the types of products and services they create to develop effective marketing mix strategies tailored to consumer needs and behaviors.

Products and services that individuals utilize for their personal needs are called consumer products and services, for example, smartphones and tourism.

Marketers classify these consumer products into four categories based on how they are bought and used.

For instance, convenience products and services are bought frequently, quickly, and without much thought. They're often habitual purchases, with consumers sticking to a preferred brand. Examples include toothpaste and milk.

Shopping products and services are purchased less frequently, often after carefully comparing quality, price, and suitability. Customers spend time and effort before buying these products—for example, furniture and airline services.

Specialty products and services, like luxury cars and fine art, possess unique qualities and command premium prices, appealing to brand-loyal customers.

Finally, unsought products and services, like fire extinguishers or life insurance, are considered by consumers only when a need arises, necessitating significant marketing efforts to ensure consumer awareness.