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Consumer prod

Principles of Marketing

QuestionAnswer
Convenience CB: frequent purchase, little planning, little comparison Price: low Distribution: widespread Promotion: mass promo by producer Example: tooth paste, laundry detergent
shopping CB: less frequent, much planning & effort, compare price, quality, style Price: higher Distribution: selective in fewer outlets Promo: advertising and personal selling by producer and resellers Examples: major appliances, TVs, furniture, clothing
Specialty CB: strong brand preference, loyalty, special effort, little comparison, Price: highest price distribution: exclusive distrib. In only one or a few outlets Promo: more carefully targeted Example: luxury goods (rolex, fine crystal)
Unsought CB: little product awareness (might be neg) or knowledge Price: varies Distrib: varies Promo: aggressive advertising and personal selling by producer and resellers Example: life insurance and red cross blood donations
Created by: mpal
 

 



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