Problem:
You know that marketers have traditionally classified products based on characteristics: durability, tangibility, and usage. You also know that each product type has an appropriate marketing-mix strategy attached (the effective use of the "Four P's"). In analyzing your company's product offerings, you decide to list each of these offerings and the appropriate marketing-mix strategy to understand where your products "fit." Match the product offerings with the appropriate marketing mix strategies.
1: The appropriate strategy is to make them available in many locations, charge only a small price markup, and advertise heavily to induce trial and build brand preference.
2: These are intangible, inseparable, variable, and perishable products. They require more quality control, supplier credibility, and adaptability.
3: These are tangible goods that normally survive many uses, These products normally require more personal selling and service... and command a higher price margin, and require more seller guarantees/warrantees.
- Non-durable goods
- Durable goods
- Services