What Is Product Marketing
Product marketing is that the
method of bringing a product to market and overseeing its overall
success.Product marketer area unit targeted on understanding and marketing to customers. They drive demand and usage of the product, which often includes writing positioning and messaging.
The role sits at the intersection of product, sales and marketing — which suggests that the role will have a big impact — however also means the role may be a little challenging to define (and this can be very true when you begin comparing product marketing vs. product management).
Features of product marketing
there are some options of product marketing are:
consumer products
convenience products
shopping products
specialty products
Consumer Products
there are some options of product marketing are:
consumer products
convenience products
shopping products
specialty products
Consumer Products
Consumer product also referred to as final goods, are product that are bought by individuals or households for private use. In different words, consumer products are goods that are bought for consumption by the average client. From a marketing perspective, there are four kinds of consumer products, every with completely different marketing considerations.
Types of consumer productsConvenience
products
Shopping products
Specialty
products
Unsought products
Convenience
Products
Convenience products are bought
the foremost frequently by customers. they are
bought now and without nice comparison between different
choices. Convenience products are usually low-cost, not-differentiated among different products, and placed in locations where customers will easily purchase them. The products
are widely distributed, need
mass promotion, and are placed
in convenient locations.
Sugar, detergent, pencils, pens, and papers are examples all of convenience products.
Shopping Products
Shopping product are bought less frequently by customers. Consumers sometimes compare attributes of shopping product like quality, price, and style between alternative product. Therefore, shopping product are a lot of carefully compared against, and customers pay considerably more time, as opposed to convenience product, comparison alternatives. Shopping product need personal marketing and advertising and are set in fewer shops (compared to convenience products) and by selection distributed.
Airline tickets, furniture, electronics, clothing, and phones are all examples of shopping
product.
Specialty
Products
Specialty products are product with
unique characteristics or brand identification. Customers of such product are willing to exert special effort to buy specialty product.
Specialty product are usually high priced, and consumers
don't use much time to check against alternative
product. Rather, buyers generally pay more effort in buying specialty product
compared to alternative kinds of product.
Take, for example, a Ferrari (a specialty product). Purchasers of a
Ferrari would need to spend considerable effort sourcing the car. Specialty product
needs targeted promotions with
exclusive distribution; they're
found in choose places.
Sports cars, designer clothing, exotic perfumes, luxury
watches, and famous paintings are all examples of specialty product.
Unsought Products
Unsought products are product that consumers that customers don't usually buy or would not consider buying under traditional circumstances. Customers of unsought products usually don't think about these products until they need them. The value of unsought product varies. As unsought product is not conventionally thought of by customers, they need aggressive advertising and private commercialism.
Diamond rings, pre-planned funeral services, and insurance are all examples of
unsought product.
Importance of Understanding the categories of client product
Convenience Products.
Convenience product are the products that are purchased by
the customers frequently and with minimum effort and thought. Hence, such convenience product purchases also are called as low involvement purchases. For buying these products, there is no planning needed and these are purchased as a routine because it is helpful to a really wide target
market.
Convenience Product Types
Staple products
Impulse products
Emergency products
Staple products: Staple goods form the regular purchases
for the consumer. Therefore, these are bought out of habit, without much
thinking.
For example: wheat, milk, sugar
Impulse
products: Impulse goods are the goods
purchased without any planning.
For example: Chocolates, candies etc.
Emergency products: Emergency goods are the goods produced when there is urgent need.
For example: umbrellas, raincoats etc.
For all these categories, the consumer does not execute the full buying cycle.
Emergency products: Emergency goods are the goods produced when there is urgent need.
For example: umbrellas, raincoats etc.
For all these categories, the consumer does not execute the full buying cycle.
Hence, this concludes the definition of Convenience Product along
with its overview.
Shopping products
Simply we can divide client product in
convenience, specialty, unsought and shopping product. client buying behavior is a very important determinant to classify a selected product in the market. Marketers classify a product supported the behavioral differences of the consumers. keep in mind that this classification is not based on product but on consumer behavior.
Types of Shopping Products
Shopping products
Simply we can divide client product in
convenience, specialty, unsought and shopping product. client buying behavior is a very important determinant to classify a selected product in the market. Marketers classify a product supported the behavioral differences of the consumers. keep in mind that this classification is not based on product but on consumer behavior.
Types of Shopping Products
Mainly there are two kinds of shopping product homogeneous product
and heterogeneous product. In this promoting tutorial, we
will understand both kinds of product
with examples.
Homogeneous Product
Homogeneous shopping product are those shopping product which are similar in quality. These kinds of product are very much alike and fall under a similar product class. There are some attributes like brand image, price, style, quality and suitability which can differentiate two or a lot of homogeneous product. These attributes affect the buyer buying behavior. Those product offering some unique selling proposition will develop a additional competitive advantage.
Heterogeneous products
Heterogeneous product are products with attributes that are significantly different from each other, which Makes it difficult to substitute one product for another. an example of a heterogeneous
Homogeneous Product
Homogeneous shopping product are those shopping product which are similar in quality. These kinds of product are very much alike and fall under a similar product class. There are some attributes like brand image, price, style, quality and suitability which can differentiate two or a lot of homogeneous product. These attributes affect the buyer buying behavior. Those product offering some unique selling proposition will develop a additional competitive advantage.
Heterogeneous products
Heterogeneous product are products with attributes that are significantly different from each other, which Makes it difficult to substitute one product for another. an example of a heterogeneous
product is a laptop. you actually cannot substitute a computer
for a mac, because every PC platform is too different.
Specialty Product
Specialty product are product with unique characteristics or brand identification. Customers of such product are willing to exert special effort to purchase specialty product. Specialty products are usually high priced, and buyers don't use a lot of time to compare against different product. Rather, buyers usually spend a lot of effort in buying specialty product compared to different kinds of product.
Specialty Product
Specialty product are product with unique characteristics or brand identification. Customers of such product are willing to exert special effort to purchase specialty product. Specialty products are usually high priced, and buyers don't use a lot of time to compare against different product. Rather, buyers usually spend a lot of effort in buying specialty product compared to different kinds of product.
Take, for example,
a Ferrari (a specialty product). Purchasers of a Ferrari would want to spend considerable
effort sourcing the car.
Specialty product needs targeted promotions with
exclusive distribution; they're found
in choose places.
Sports cars, designer clothing,
exotic perfumes, luxury watches, and famous
paintings are all examples of specialty product.
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