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CONSUMER MARKETING






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Marketing research and Consumer Marketing

Marketing is not concerned with how changes on our markets, and must therefore keep a careful watch on the changes that are taking place.

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Marketing considerations of specialty goods

The very special nature of the specialty articles makes it obligatory on the part of the manufacturers to have direct selling efforts. If at all channels are used they form part and parcel of the manufacturer and renders all possible help to the customers on behalf on the manufacturers.

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Specialty Goods of classification of consumer products

These are also termed sometimes as 'Insistence goods'. These goods, as the name implies are having certain special features that attract consumers. These goods are defined as those with 'unique characteristics and /or brand identification for which a significant group of buyers are habitually willing to make a special purchasing effort”.

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Marketing considerations of shopping goods

Shopping goods manufacturers can manage the marketing with a fewer number of outlets, because consumers can typically devote considerable time and effort.

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Shopping Goods of classification of consumer products

The products that the consumer selects and buys only after making comparisons on such bases, as suitability, quality, price and style are called shopping goods.

Click to read - Shopping Goods of classification of consumer products

Marketing considerations of convenience

One characteristic feature involved in the marketing of consumer goods is that the manufacturer should should use all possible outlets so that goods are readily available practically at all places.

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Convenience Goods of classification of consumer products

These goods are bought by consumer frequently, immediately and with minimum of shopping effort. As the name suggests, they afford conveniences to buyer in so many respects.

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Product characteristic features of the above three kinds

A summarized statement showing product characteristic features of the above three kinds of goods is given below.

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Classification of Consumer Products

As mentioned earlier, from the point of view of the consumer, the consumer goods can be classified in the following categories:

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Promotion of marketing mix of consumer products

To be successful, marketing should be continuous process, linking product and consumer by means of flow of products (or services) and information.

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Various outlets in vogue in consumer marketing

The various outlets in vogue in consumer marketing are

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Channels open for the consumer goods distribution

In broad terms the following are the channels open for the consumer goods distribution:

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Physical Distribution of marketing mix of consumer products

As pointed out earlier, this aspect comprises two elements: Transport and Storing on the one hand and arranging the intermediaries, to effect changes of ownership on the other. In other words, the process of distribution is not merely, concerned with physically getting goods from a manufacturer to his customers.

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Various factors that exert influence on pricing

The various factors that exert influence on pricing may be pointed out as follows:

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Pricing Policies of marketing mix of consumer products

The function of price is the critical final factor in the whole process of bringing together buyer and supplier.

Click to read - Pricing Policies of marketing mix of consumer products

Control and evaluation of product planning

After a new product has been introduced into the market, it has to be controlled and continuously evaluated.

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Control and evaluation of product planning

If all the necessary planning and programming steps have been accomplished, marketing the product should begin as soon as production has turned out enough units to meet the initial plan.

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Marketing the product of product planning

Once the model of the product is tested and customer desire confirmed, the product is put to large-scale manufacturing.

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Pre-testing the product of product planning

The sample or model product, as designed and developed, has to be tested in the market against competition.

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Developing the product of product planning

Developing the product of product planning

Click to read - Developing the product of product planning

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