Comparing Products & Their Marketing Mix

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Comparing Products & Their Marketing Mix by M Mendoza 10/2012 Marketing Mix Differences: Staple Convenience Products vs. Homogeneous Shopping Products. When developing a marketing mix, marketers must understand the product type. Staple products need to focus the marketing mix on place, and be widely distributed to make purchases convenient. Homogeneous products focus less on place, but put more attention on price so they can be competitive. Here are the reasons why: Staple convenience products are customer products that are purchased regularly and without much thought. Examples of staple products are food items like eggs, bread, and milk. Customers usually buy staple products to replenish what has been used up. It is important that marketers make staple products easily available, so they must be mass marketed with wide distribution. You will not find milk, eggs, and bread only sold at Vons super markets. These staple products will be sold at all grocery stores, large or small. Customers do not want to search extensively for staple products so they must be conveniently located. That is why place is the main marketing mix factor for staple products. Homogeneous shopping products are customer products that are considered to have very little differences. Since customers consider homogeneous products to be the same, they will usually purchase the item that cost less. Toasters are a good example of a homogeneous product. Customers will see all toasters as being equal because all they do is make toast. There are no special differences in the making of toast so customers will tend to buy the less expensive toaster. Marketers will focus on price when developing the marketing mix for homogeneous shopping products. Marketing Mix Differences: Specialty Products vs. Heterogeneous Shopping Products. Specialty products are consumer products that customers

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