Feb 192015
 
Five product levels in marketing

Most marketing textbooks will show the products as having three distinct levels, namely the core benefit or need, the actual product itself, and the augmented product. Please note that there is a separate article on this website that discusses the three product level model. However, in some more advanced marketing Read full article…

Feb 192015
 

In marketing textbooks, consumer products are often shown classified into one of four classes – namely, convenience products, shopping products, specialty products, and unsought products. This is a very old marketing model that is still current and relevant today. There are several articles on this website discussing the specific marketing Read full article…

Feb 172015
 

In marketing textbooks, when discussing the product mix, the consumer product classification system is usually discussed. Please note that there are several articles on this website relating to the consumer product classification system, such as how products are classified, examples of the different classes, and why this classification system is Read full article…

Feb 172015
 
List of examples for classifying consumer products

In marketing textbooks, consumer products are classified into four related sets of products, namely: Convenience products Shopping products Specialty products Unsought products Below is a list of examples for classifying consumer products on this basis. Examples of convenience products Newspapers and magazines Most groceries and food items Soft drinks and Read full article…

Feb 172015
 
Why classify consumer products?

Please note that this is one article on the consumer products classification system, which discusses why this classification system is helpful. There are also other articles on this website that discuss how products are classified and how the system guides marketing mix decisions – also please refer to Related Topics Read full article…

Feb 172015
 
How products are classified in the consumer products classification system

In marketing textbooks, when discussing the product mix, it is common to present a classification system for consumer products. Typically, the four following categories are utilized to classify consumer products, and as shown in the below diagram: Convenience products Shopping products Specialty products Unsought products Convenience products Convenience products are Read full article…

Feb 172015
 
Consumer Products Classification System

The consumer products classification system is a model commonly presented in most marketing principles textbooks in the product mix chapter. This model classifies as consumer products into one of four classes, namely: Convenience products Shopping products Specialty products Unsought products There are numerous articles discussing the consumer products classification system Read full article…

Aug 262014
 
The GLAD Model of Marketing Strategy

  Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance. An excellent way to understand this concept is through the GLAD model Read full article…

Jul 282014
 
Understanding the four stages of integrated marketing communications

  One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000). The four stages model of integrated marketing communications (IMC) As can be seen in the model, the four Read full article…

Jul 202014
 
Using Porter’s Value Chain

  Michael Porter outlined the value chain model in his book “competitive advantage”.(Here is a link to Google books for this textbook.) Porter’s Value Chain is a model that is sometimes included in a marketing principles textbook, but is more commonly found in a book on marketing strategy. Using Porter’s Read full article…

Jul 202014
 
Structure of Porter’s Value Chain

  Creating value for customers is a fundamental aspect in marketing success. To aid the process of value creation, Michael Porter developed tool for finding new ways to create customer value, which he refers to as the “the value chain”. Nine components of Porter’s Value Chain Porter’s value chain focuses Read full article…