Assignment:
1. List the brand name of the product you usually prefer for each of the following product categories:
Car/truck Bicycle:
Compact disc player:
Life insurance:
Suit or dress:
Shampoo:
Soft drink:
Toothpaste:
2. Which of these brands are you
a. likely to buy frequently?
b. willing to spend considerable effort to obtain?
c. willing to accept substitutes for?
Based on this information, group the eight products into the following product classifications:
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convenience
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shopping
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specialty
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unsought
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3. How does the classification influence the marketing mix factors?
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convenience
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shopping
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specialty
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unsought
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Profit margin
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Manufacturer or
retail promotion
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Distribution
intensity
(No. of retail
outlets)
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More self-service
or
personal selling
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