INTBUS 6 Lecture Notes - Lecture 9: Laundry Detergent, Life Insurance, Services Marketing
5 Oct 2020
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Levels of product and services: core customer value ( what is the customer really buying?, actual product, augmented product (additional consumer services and benefits) Consumer products: product bought by final consumers for personal consumption. Convenience product: consumer product customers usually buy frequently, immediately, and with minimal comparison and buying effort (magazines, food, laundry detergent etc. ) Shopping product: consumer product the customer in the process of selecting and purchasing usually compares on attributes as sustainability, quality, price and style (furniture, clothing etc. ) Specialty product: unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort (luxury items) Unsought product: consumer either does not know it or normally doesn"t consider buying it (life insurance, preplanned funeral services etc. ) Industrial products: bought by individuals and organizations for further processing or for use in conducting a business.
