Exists three product levels: product as intended, product in real performance and product with reinforcement.

1. Product by design (core of the product) - the core of the concept of a product as a whole. At this level, they answer the question: what will the buyer actually buy? After all, in essence, any product is a service enclosed in packaging for solving some problem. For example, customers do not purchase drills of a certain diameter, but holes of the same diameter. Therefore, the task of the market operator is to reveal the needs hidden behind any product and to sell not the properties of this product, but the benefits from it. In other words, this is the concept of a commodity.

2. Product in real performance... The developer has to turn the product by design into a physical object. For example, lipstick, computers, etc. - all these are goods in real performance. A product in real design can have five characteristics: quality, properties, external design, brand name and packaging.

3. Goods with reinforcements. The developer can provide for the provision of additional services and benefits (supply and credit, installation, after-sales service, guarantees). If we consider a computer, then instructions, work programs, delivery services, programming, repairs, guarantees, etc. serve as reinforcement for the goods.

4. Goods in the full sense. The developer considers the product in the full sense from the point of view of how the buyer perceives it.

Classification of goods and their consumer properties in terms of marketing

Classification of consumer goods:

1. Consumer goods: purchased without hesitation and comparison, for example, toothpaste, ketchup;

- Impulse buying goods - magazine, chewing gum;

Emergency goods - umbrellas, shovels.

2. Pre-selection products: before purchasing, the options are compared: similar - one quality, different prices; dissimilar - must have a wide range.

3. Special demand goods: have unique characteristics and brand preferences, not comparable;

4. Passive demand goods: they don't think about buying them (life insurance, encyclopedias). Require personal sale.

Consumer properties of the product:

1. Social purpose properties: the demand for goods by consumers depends on the ability to pay and social norms of consumption. In addition, from the season, style and fashion.

- Functional properties: the ability to meet the needs of the buyer. They are divided into three groups: the beneficial effect of consumption (qualitative and quantitative indicators); universality - the breadth of the range of application of the product; auxiliary functions - characteristics of the goods during transportation, storage, maintenance and repair.

2. Product reliability in consumption: the ability of a product to fully perform its functions during its service life. Groups of reliability indicators: reliability, durability, maintainability, preservation.

3. Ergonomic properties: convenience and comfort of using the product at all stages. Groups of indicators of ergonomic properties: Hygienic - illumination, dustiness, temperature, humidity, etc., anthropometric - conformity of the product and its elements to the shape and weight of the human body: size, weight. Physiological - compliance of the product with power, speed, visual, gustatory, sound, gustatory and olfactory capabilities of a person, psychological - compliance of the product with perception, thinking and memory.

4. Aesthetic properties: the ability of a product to express its socio-cultural significance, such as conformity of form to content, style, fashion, environment, proportionality, etc.

5. Environmental properties: the level of harmful or beneficial effects of the product on the environment during storage, transportation and consumption.

6. Consumption safety: characterizes the safety of using the product. Types of security: electrical, chemical, mechanical, fire, biological, vehicles.

8. Economic properties: consumption of material to create a product and fuel and energy - in the process of consumption.

Product life cycle

Different products have different life cycle durations and each stage: from several days to several decades. One of the tasks of marketing is the rational lengthening of the life span of a product on the market. The life cycle of a product can be represented by four stages: implementation; growth; maturity and decline.

Figure: 3.1. Product life cycle

Implementation stage characterized by an excess and unloaded production capacity, since the release of goods during this period is carried out, as a rule, in small and medium batches. The production is distinguished by a high production cost, since the technology of its production has not yet been fully developed. The profit is insignificant or there is none at all, the company incurs losses on the new product.

Growth stage is characterized by full utilization of production facilities. There is a rapid growth in sales, sales of goods are high. The firm begins to make a profit, which sharply increases and reaches its maximum value by the end of the growth stage.

Maturity stage associated with some excess production capacity. The demand for the product takes on the character of a standard one, there are repeated and multiple purchases of this product. At the end of the maturity stage, there is a state (or stage) market saturationthis type of product. Sales and profits decrease. The main demand comes from conservative buyers, while innovators are looking for new substitutes.

The recession stage is associated with a significant excess of production capacity. Product prices are low. Profits are plummeting. Low marketing costs. The product is gradually being replaced with a new one.

Assortment strategy

Product policy involves the development of an assortment. Assortment policy objectives can be:

Customer satisfaction;

Optimal use of the firm's technological knowledge and experience (although a firm's technological edge can be fragile);

Optimization of the company's financial results, when the formation of the assortment is based on the expected profitability and profit volume;

Winning new customers by expanding the scope of the existing production program.

An assortment strategy can be built in the following areas:

Narrow product specializationis determined by the work of the company in a narrow segment of the market and is associated with the limitation of the scope of sales of products for various reasons.

Commodity differentiation,or individualization, is associated with the allocation by the firm of its goods and services as special, different from the goods and services of competitors, providing for them separate niches of demand.

Commodity diversificationimplies a significant expansion of the scope of the firm and the implementation of the production of a large number, as a rule, unrelated goods and services. Such a policy ensures significant stability and stability of the firm's work, since it serves as a guarantor against the risks of declining demand and crisis phenomena in the production of one product or one industry.

Commodity vertical integrationpursues the goal of expanding the company's activities not horizontally, as with diversification and horizontal differentiation, but vertically, when the company develops (or takes over) and controls production or services along the same technological chain, for example, raw products, basic materials, semi-finished products, parts, etc. nodes, as well as marketing functions for one product or a small product group.

There are three levels of a product: a concept product, an actual product, and a reinforced product.

1. By design, a product is the core of the concept of a product as a whole. At this level, they answer the question: what will the buyer actually buy? After all, in essence, any product is a service enclosed in packaging for solving some problem. For example, customers do not purchase drills of a certain diameter, but holes of the same diameter. Therefore, the task of the market operator is to reveal the needs hidden behind any product and to sell not the properties of this product, but the benefits from it.

2. The developer has to turn the product by design into a product in real performance. Lipstick, computers, etc. - all these are goods in real performance. A product in real design can have five characteristics: quality, properties, external design, brand name and packaging.

3. Finally, the designer can provide for the provision of additional services and benefits (supply and credit, installation, after-sales service, guarantees) that make up the reinforced product. If we consider a computer, then instructions, work programs, delivery services, programming, repairs, guarantees, etc. serve as a reinforcement for the product. The idea of \u200b\u200bproduct reinforcement forces the market leader to look closely at the customer's existing consumption system as a whole.

Classification of goods in terms of marketing.

Product groups:

1. Durable goods - can withstand repeated use;
2. Non-durable goods - consumed in one or several cycles of use;
3. Services.

Classification of consumer goods:

1. Consumer goods: purchased without hesitation and comparison;

Basic consumer goods - toothpaste, ketchup;

Impulse buying goods - magazine, chewing gum;

Emergency goods - umbrellas, shovels.

2. Pre-selection items: options are compared before purchase:

Similar - one quality, different prices;

Dissimilar - must have a wide range.

3. Products of special demand: have unique characteristics and brand preferences, are not compared;

4. Goods of passive demand: they do not think about buying them (life insurance, encyclopedias). Require personal sale.

Consumer properties of the product:

1. Properties of social purpose: the demand for goods by consumers, depends on the ability to pay and social norms of consumption. In addition, from the season, style and fashion.
2. Functional properties: the ability to meet the needs of the buyer. They are divided into three groups:

Indicators of the perfection of the main function - the beneficial effect of consumption (qualitative and quantitative indicators);

Versatility indicators - the breadth of the range of product use;

Performance indicators of auxiliary functions - characteristics of goods during transportation, storage, maintenance and repair.

1. Reliability of the product in consumption: the ability of the product to fully perform its functions during its service life. Reliability indicator groups:

Reliability - the ability to continuously maintain operability during the service life or operating time;

Durability indicators - service life and resource;

Maintainability - the product's adaptability to detect and eliminate possible damage and failures. It largely depends on the unification of the components used.

Persistence is the ability to remain operational after storage or transportation (in days, etc.). Important for determining the warranty period.

1. Ergonomic properties: convenience and comfort of using the product at all stages in the system "person - product - environment".

Groups of indicators of ergonomic properties:

Hygienic - the effect of the product on a person during operation: illumination, dustiness, temperature, humidity, hygroscopicity, noise, vibration, the ability to keep the product clean.

Anthropometric - the correspondence of the product and its elements to the shape and mass of the human body: size, weight.

Physiological and psychophysical - the correspondence of the product to the power, speed, energy, visual, gustatory, sound, gustatory and olfactory capabilities of a person.

Psychological - compliance of the product with the existing and emerging human skills, i.e. his perception, thinking and memory.

1. Aesthetic properties: the ability of a product to express its socio-cultural significance, the degree of usefulness and perfection in human-perceived signs, such as conformity of form to content, style, fashion, environment, proportionality, etc.
2. Environmental properties: the level of harmful or beneficial effects of the product on the environment during storage, transportation and consumption.
3. Consumption safety: characterizes the safety of using the product. Types of security: electrical, chemical, mechanical, fire, biological, vehicles.

Economic properties: consumption of material to create a product and fuel and energy - in the process of consumption.

3. Assignment

Explain the possible discrepancy between subjective categories and quality and subjective price categories. In what cases the consumer is: dissatisfied with his purchase; become an adherent of the products of this company?

It was correctly noted in the wording of the question that such categories as quality and price (more precisely, the willingness to pay the price) are subjective. Also subjective are the feeling of dissatisfaction with the purchase and the feeling of commitment to the goods of this company. Let's describe these categories and the relationships between them in more detail.

The main defining characteristic of a product (service), as you know, is the price 1. Acting as a buyer of various goods (services), we are accustomed to believe that high consumer properties mean a high price of goods (services) - this is the core of the subjective ratio of the PRICE / QUALITY categories. In this ratio, it is common for the consumer to strive to obtain the maximum quality for a limited, minimum price. Realizing that this is not always possible, the consumer strives for some optimal PRICE / QUALITY ratio, and not to the detriment of the latter.

So, the discrepancy between subjective quality categories and subjective price categories depends on 2:

1. the degree of readiness for the perception of the product;
2. relationship to the product.

Let us explain this.

1) The discrepancy between the subjective categories of price and quality is determined by the degree of the buyer's readiness to perceive the goods. At any given time, people are in varying degrees of readiness to purchase a product. Some are not even aware of
product - in this case it makes no sense to talk about the discrepancy between the subjective categories of quality and price. Other buyers may be informed about the product (service), but not enough to adequately assess the price / quality ratio; This type of buyers is inclined to believe that any price for a product is expensive, because the buyer seeks to obtain the maximum quality for the minimum price, but does not know the merits of the goods.

The third type of buyers is aware of the properties of the product, but has no interest (need) in the product; for this type of buyers, the main discrepancy between the subjective categories of quality and prices is similar to the previous type of buyers.

The fourth type of buyers is those interested in the product; this type of buyers has an adequate understanding of the quality of the goods, but the discrepancy between the categories of quality and price may arise due to the fact that at the time of purchase the buyer simply does not have enough money. The fifth type of buyers - those who intend to buy a product (service) for the offered price; as a rule, these buyers no longer have a discrepancy between the subjective categories of price and quality, otherwise these buyers would belong to either the third or fourth types.

2) The discrepancy between the subjective categories of price and quality is determined by the attitude of buyers to the product. The market audience can be enthusiastic, positive, indifferent, negative or hostile to the product (service). This attitude is not always caused by the quality of the product. This means that in the sense of the discrepancy between the subjective categories of price and quality, the attitude to the product makes the following adjustments: buyers with an enthusiastic and positive attitude towards the product are ready to pay more money for lower quality; while buyers with an indifferent, negative or hostile attitude to the product are either not ready to pay money at all for any quality of the product, or are willing to pay less money for a very high quality product 3.

Now let's say a few words about the dissatisfaction with the purchase and the commitment to the products of this company.

It is known that the total purchase satisfaction consists of 12-17 components. The main reason for dissatisfaction with a purchase is failure to obtain the expected ratio of subjective categories of price and quality.

It is important to remember that it is not only poor quality of a product or service that can lead to unsatisfied customers. The most extreme case of dissatisfaction with a purchase due to poor quality is marriage.

Another common cause of customer dissatisfaction is that a company does not work with its customers. wrong positioning of goods on the market, wrong choice of target audience.

Studies show that there is a big difference between completely satisfied customers and just satisfied. Satisfied customers are the key foundation for long-term financial success.

Now about the cases when the buyer becomes an adherent of the goods of this company. The main reason for customer loyalty is that the purchase matches the expected value for money 4. Further, it should be noted that commitment is a multifaceted concept. Consumers can be adherents of the goods themselves, as well as trademarks, stores and other independent objects. According to the degree of loyalty, buyers can be divided into four groups: unconditional adherents, tolerant and fickle adherents, "wanderers".

Unconditional adherents are consumers who always
buy goods of the same brand.

Tolerant adherents are consumers who are committed to two or three brand names.

Fickle adherents are consumers who shift their preferences from one brand to another: the pattern of their purchasing behavior shows that consumers are gradually shifting their preferences from one brand to another.

The Wanderers are consumers who are not committed to any of the branded products. The non-committed consumer either buys any brand currently available or wants to buy something different from the existing range.

List of sources used

1. Basovsky L.E. Marketing. - M .: Infra-M, 2001.
2. Belyaevsky I.K. Marketing research: information, analysis, forecast. - M .: Finance and Statistics, 2007 ..
3. Akulich I.L. Marketing: A Textbook. - Minsk: Higher School, 2002.
4. Dubrovin I.A. Marketing research. - M .: Publishing house Dashkov and K, 2007.
5. Marketing. A textbook for high schools edited by A.N. Romanov. - M .: Banks and exchanges, 2002.
6. A. V. Korotkov Marketing research. - M .: Unity, 2005.
7. Maslova T.D., Bozhuk S.G., Kovalik L.N. Marketing. - SPb .: Peter, 2002.
8. V.I. Pokhabov Marketing Basics: Textbook - Minsk: Higher School. 2001.
9. Barysheva A.V. Facing the client. // Marketing in Russia and abroad. - 2007. No. 3.
10. Sergeeva S.E. Effective marketing is the key to the company's success // Marketing in Russia and abroad. - 2000. - No. 2
11. Bronnikova T.S., Chernyavsky A.G. Marketing. Tutorial.
12. E.P. Golubkov Marketing research theory: theory, practice, methodology. - M .: Finpress, 2000.

1 Marketing. Textbook for Universities, edited by A.N. Romanov. - M .: Banks and Exchange, 2002. - Pp. 24.

2 Basovsky L.E. Marketing. - M .: Infra-M, 2001. - Pp. 164.

3 See E.P. Golubkov. Marketing research theory: theory, practice, methodology. - M .: Finpress, 2000 ..

4 Golubkov E.P. Marketing research theory: theory, practice, methodology. - M .: Finpress, 2000 ..

Professionals should take into account such a concept as product levels in order to make it as useful and effective as possible for the consumer. There are two main concepts that describe product levels.

Concept of 3 product levels

Philip Kotler in his works described the concept of three levels of goods. This concept is based on dividing the product into levels in the following sequence:

First level - this is essentially the idea of \u200b\u200bthe product, its "heart". At this level, we are not talking about the product itself in its material form, but rather about the needs and concerns of the client that this product is capable of solving. For example, a consumer does not buy a car by itself, but the ability to move around the city with comfort. It is important for the seller to focus not on the properties of the product, but to sell exactly the solution to the buyer's problem.

Second level Is a product in real performance. At this stage, the product, as a rule, has a number of essential characteristics: properties, quality, external design, brand or brand, packaging.

Third level Is a reinforced product. That is, it is not only the product itself and the benefits that it carries, but also additional benefits and services that are attached to it: for example, a repair guarantee, a service for delivering goods to your home, etc.

Let's take a look at the three-tier concept using a conventional screwdriver as an example. At the first level, we see it as a way to get twisted screws. At the second level, there will be the product itself: a tool with a handle and a drill, which will stably twist the screws for a certain time set by the manufacturer as a service life. The third level is already everything that will make this product stand out from many others: the ability to give it back for repair during the warranty period, a set of drills for different purposes, a possible combination in a screwdriver as an additional function of a drill, an additional power supply for work without recharging, and etc.

Concept of 5 product levels

Another classification of product levels - five-level, is a more advanced version of the previously discussed concept.

As with the previous concept, it all starts with key value level, which the consumer receives, that is, in fact, from the result that will be acquired with the purchase of this product.

Then comes basic product, filled with those essential characteristics, without which it is impossible to imagine the existence of this product. This includes the brand, packaging, quality level.

Next level - expected item... These are the properties that a customer expects to find in a given product. This is the so-called "ideal product", which presents all the necessary functions, as well as the expectations of the buyer. Such expectations are based on the experience of buying competing products, so the more developed the market and the competition in it, the higher the expected level of the product.

Fourth level - goods with reinforcement, or augmented level. This is a set of properties and characteristics that make a given product unique and make it stand out from other competitors. All additional services surrounding the product make up a complex product, which, if the company has the appropriate resources, can one day become a brand, because this makes the product more competitive.

The last level is potential product... This includes all potential characteristics that could improve the product in the future. This level is necessary in order to form a product development strategy, develop and expand markets for its use. The presence of this level helps the product to regain its lost positions in the market in the event of a difficult market situation or to quickly adjust the product to the changing requirements and expectations of the market.

"Marketing for Government and Public Organizations" is a revelation book designed specifically for public sector workers. It contains dozens of success stories of government organizations of all types and from around the world. World renowned expert Philip Kotler and social marketing consultant Nancy Lee show that marketing is not just another item of expenditure and not only communications, but a whole range of measures to improve the standard of living of citizens. The book will acquaint you with the basic foundations of marketing in relation to the public sphere, teach you how to use marketing tools in order to gain the support of citizens and influence public opinion in general. The ultimate goal of these measures, to which the idea of \u200b\u200bthe authors comes down, is to increase the revenue side of the budget of the state structure and reduce the expenditure side.

Real product Is a more obvious concept that includes aspects such as product quality, performance, packaging, style and design. Any brand name used is also included. Ideally, each of these decisions is based on the needs and preferences of the customer, taking into account the availability of alternative (competing) products.

Let us illustrate this with examples of the characteristics of E-ZPass, an electronic toll collection service on the East Coast of the United States. After depositing a certain amount into the opened account, the driver receives a small card with an electronic chip, which he attaches to the inner surface of the windshield of his car. Whenever the driver approaches a toll station, he is able to move in the lane served by the E-ZPass system. An antenna installed at the checkpoint reads information from the card and debits the required amount from the driver's account, which eliminates the need to reduce speed, look for change, receive a check or token. At the request of the driver, he can always be provided with a printout of the withdrawal of funds from his account. This innovation has helped increase road capacity and reduce the wasted fuel associated with traditional toll collection.

Reinforcement product provides additional features and services that give the transaction value that exceeds the expectations of buyers. Most consider this level of the product to be optimal, and some even qualify it as ideal. Your product doesn't have to reach exactly this level. However, in many cases, this reinforcement can be a key differentiator from competitors' offerings (for example, a local college that provides special English lessons to non-native speakers). For campaigns to change social behavior (social marketing), it can be exactly what is required to stimulate the necessary walking) or supporting specific behaviors (for example, a diary to record daily exercise).

Table 3.3 provides various examples to illustrate these levels of product in the public sector.

Table 3.3. Examples of product levels in the public sector

To illustrate the features of the three levels of a product, consider an example of developing a project for testing for AIDS infection.

At the level product essence Potential benefits of testing to target audiences include clearly identifying whether or not the person being tested has acquired immunodeficiency; deliberate non-proliferation of the disease; for pregnant women - in taking urgent measures to treat an unborn child; in creating conditions for a longer and higher quality life due to the ability to start treatment in the early stages of the disease. There are also several options real product - that is, testing as such: blood tests, oral questioning, urinalysis, rapid tests, home testing kits and tests as part of annual preventive examinations. Finally, potential reinforced foods (which, as noted earlier, can increase the likelihood that a member of the target audience will be tested) may include services such as counseling, support groups, testimonials from those who have received treatment, advice on how to protect themselves from possible infection.

The choice of an option at each of these levels is determined by the profile of each target audience - demographic and geographic characteristics, current behavior, existing barriers and the presence of motivators. Suppose, for example, that the target audience for an AIDS testing campaign is pregnant women who could potentially become infected with the disease. A product development strategy for this market can be designed as shown in Fig. 3.4.

TOPIC 4. PLANNING OF GOODS IN MARKETING.. 1

4.1. Understanding the product in marketing. Classifications of goods. 2

Three levels of product understanding in marketing. 2

Classification of goods. 2

4.2. Assortment policy of firms.. 4

The main options for the product range. five

Policy directions in the formation of the product range. 7

4.3. Trademarks. Branding. 8

4.3.1. Trademarks.. 8

The main types of designation of trademarks. 8

Functions of trade marks and brands. ten

Main types of brand names .. 10

Brand Name Distribution and Replication Strategies .. 11

Analysis of the product range and trade marks of chocolate factories in the St. Petersburg market. 12

4.3.2. Branding. 13

Components of the brand concept. 14

Branding history. 15

The most expensive brands in the world. 15

An integrated approach to the brand. 17

4.4. Packaging as a subject of research in marketing. 17

Key factors in packaging design .. 17

4.5. Product positioning on the market. 18

Positioning aids. eighteen

Product positioning options on the market. 20

4.6. Competitiveness of the product. Factors that determine it. 21

The concept of competitiveness .. 21

Competitiveness parameters .. 22

4.7. Organization of product management in the company. 26

4.8. Product life cycle. 28

Types of life cycles. 29

The main stages of the traditional life cycle. thirty

4.9. The importance of new products. Types of novelty.. 36

Novelty in terms of significance of innovations .. 36

Classification of innovations in terms of novelty. 37

Reasons for Failure of New Products ... 37

4.10. New product planning process. 37

Sources .. 39

Understanding the product in marketing. Classifications of goods

In marketing, a product is understood not only as goods themselves, not only physical entities that we use as consumers: food, clothing, household appliances. The understanding of a product in marketing is much broader than that which we encounter in everyday life. The category of goods includes services, information, and much more.

Product Is everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquiring, using or consuming. These are physical objects, services (transport, legal, medical, marketing) information, ideas.

The range of goods is not limited to this list. What is a commodity in marketing is quite an interesting topic for a presentation at a seminar.

In marketing, it is recommended to consider a product at three levels, each of which carries a certain load, reveals an element in understanding the product. Philip Kotler depicts these three levels as three concentric circles.

Three levels of product understanding in marketing

In the center - product by design (1) - the main benefit or service that is provided to the buyer. The main idea of \u200b\u200ba vacuum cleaner is to quickly remove dust, a car is to move a person or a load. The overall strategic success of the product on the market depends on how closely this concept meets the needs of the potential client. If initially this core was defined incorrectly, then under no circumstances, even with the most talented and competent marketing, the product will not be in demand.

Product in real performance (2) - properties and qualities of goods, design, packaging, brand name. Many elements of this real performance will be discussed in detail in the lectures. In particular, about the brand name, packaging, definition of competitiveness, as a combination of properties and qualities. One way or another, the set of properties without which this product cannot exist is a product in real performance.

There are also some elements that do not belong to the product itself, but without which the product may not be in demand in the market. These are the elements that ensure the acceptance of the product more favorably and ensure its exploitation more effectively. This is the third level of understanding the product - goods with reinforcement (3). This includes a range of services that generate greater demand for a product and make it more efficient for its use or operation. These are, for example, after-sales services, terms of delivery and lending (for example, the modern real estate market is a market for 90% of purchases on credit, and without these services there would be no market at all), installation services, warranty service. The listed services are universal. Also, for each type of product, there may also be specific services that are determined by the peculiarity of this product. For example, transport service as a type of service has its own services that are included in the category of reinforcement: for example, services that provide easier access for the client to the transport service.

Product classification

The parameters of marketing services, marketing support depend on the place of the goods in this classification. This place determines what elements the marketing support will consist of. Let's designate the two largest groups within the classification:

Goods as physical objects

· Services.

The terms of their marketing support vary significantly, this is determined, first of all, properties (characteristics) of services distinguishing them from goods in material form.

The first characteristic of the service is intangibility ... This feature greatly affects service marketing ... For example, services are difficult to advertise because they need to be visualized first. A product as a physical object can be demonstrated, shown in the process of use, associate with it the good mood of the people who consume it. The service itself is difficult to show, especially services whose consumption process is hidden, for example, a banking service. In television commercials where the bank's services are advertised, most often, attention is focused rather on the positive emotions of others, and the service itself is not shown anywhere. It is difficult to do this, and it is ineffective in this case to visualize it.

The process of developing a service is also difficult, and this is due to its intangibility, as well as the fact that the services not subject to storage (second characteristic of services). This complicates the planning process. So, as an example, let's compare goods and services produced for the same amount. If the owner of an industrial furniture manufacturing enterprise fails to sell the goods produced this week, he can do so the next. The furniture remains in the warehouse. But if the owner of the hotel was not able to rent rooms in the week, then this income is lost forever. Accordingly, planning of services requires more responsibility than planning products, and a greater risk inherent in marketing services than marketing products (third characteristic).

The last characteristic is inconsistent quality of services , compared to the quality of the goods. If you buy a video recorder from a series produced by the company "SONY", then with a fairly high degree of confidence we can say that the properties and qualities of this product will correspond to the rest of the units within the series. If any property or quality is absent, then this product will be replaced. The quality of services depends on many factors. Let's say foreign language teaching services. The quality of these services depends: on the qualifications of the teacher, on the correspondence of his temperament to the temperament of the student, on the mood of both the teacher and the student, etc. The above conditions affect the differences in the marketing of services and goods.

The above classification of goods-services also has an internal division.

Products are divided into two subgroups:

· products consumer purpose (household appliances, clothing);

· products for industrial purposes (used in the production of other goods: machine tools, equipment, electricity, fuel, vehicles, communication systems).

Services are also divided into two subgroups:

· consumer services;

Services for industrial purposes .

Due to the fact that the characteristics of services are extremely diverse, they are additionally classified according to the following criteria:

Consumer services related to the rental of goods (rental),

Services with consumer-owned goods (repairs),

· Personal services of a non-commodity nature, i.e. they are not related to the operation or maintenance of a particular product (training, legal services).

As for production services, there are a lot of different classes and groups here, so we will designate the main ones.

To the rank production relate:

Services for operation and repair,

Business consulting services,

Financial services (money transfer, account maintenance, purchase and sale of securities),

· marketing services,

· Information services (supply of information, maintenance and maintenance of data banks, processing of this information).

In some cases, it becomes necessary to give an even more detailed classification. So, for example, to determine the parameters of the marketing provision of goods or services, it makes sense to classify goods based on buying habits :

· products daily demand (the buyer purchases them without much hesitation quite often: toothpaste, salt, soap, bread, etc.). For such products, the decision-making process is very short (spontaneous decision) and they are often bought based on habits.

· products preselection , i.e. those that the consumer, in the process of choosing and buying, usually compares with each other in many respects: quality, design, price, etc. (cars, household appliances, jewelry).

· products special demand - goods with unique characteristics, for example, branded goods that fall into the category of especially fashionable, goods for the sake of which buyers are willing to spend additional efforts, an immeasurably long time. Very few products fall into this category, but if a product falls into it, it acquires very special characteristics in the minds of buyers, which are not determined by its quality and design in the aggregate. The marketing support of such goods has a special set of activities.

· products passive demand ... These are products that the consumer does not know about, or knows, but does not think about buying them until the need arose. Thus, cargo transportation services, from the point of view of an individual client, belong to this category; funeral services.

A more detailed classification of goods is given in the textbook by F. Kotler.