Concept ñheck
Date: 2015-10-07; view: 503.
1. Define the term ‘product'.
2. What is the difference between consumer and industrial products?
3. Complete the chart without looking back at the text.
4. How does classifying consumer products on the basis of buyer behaviour help a marketer?
5. Why do not consumers think it is worth comparing price and quality for convenience products?
6. How do convenience products and shopping products differ? What are distinguishing characteristics of each?
7. Define and give the subclasses under each of the major classes of consumer products.
8. Would a mobile phone that sells for 900$ be a convenience, shopping, or specialty product?
9. Read the sentences and decide which of them are true. Explain your choice.
a) Convenience products are high-priced items or services that consumers buy seldom with minimum of shopping effort.
b) Impulse products are displayed and can be found checkout aisles in supermarkets.
c) Heterogeneous shopping products are practically alike and standardized.
d) Consumers will put forth a lot of effort to find a speciality product.
e) Customer's loyalty is built when a product is in a staple product category.
f) Brand-new products belong to new unsought product subclass.
10. Make your own plan and retell the text, using it. Draw up a plan and retell the text using it.
11. Read the explanations and say what groups of products are described:
| Classification | Explanation |
| 1) | Consumers plan the purchase of these products with great care, know exactly what they want, and will accept no substitutes. Here the consumer's efforts bend towards finding an outlet that can supply exactly the item needed: this accentuates the exclusivity of the product, so some marketers deliberately limit the number of outlets to sell the products. |
| 2) | These products are not bought; they are sold. Examples are fitted kitchens and encyclopedias. While most people would recognise the need for these items, it is rare for consumers to go out looking for them; far more commonly the products are sold either through an aggressive sales programme, or through a sudden change of circumstances which forces the consumer to buy. |
| 3) | Cheap, frequently purchased items that do not require much thought or planning. The consumer typically buys the same brand or goes to the same shop. Examples are newspapers, basic groceries and soft drinks. |
| 4) | Usually infrequently purchased items such as computers, cars, hi-fi systems or household appliances. From the manufacturer's viewpoint, such products require few retail outlets, but will require much more personal selling on the part of the retailer: so there is usually a high degree of co-operation between manufacturer and retailer in marketing the products. |
12. How do component parts differ from process materials?
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| What is a product? | | | Product life cycle and product range |