Marketing principles and applications Essay Example | Topics and Well Written Essays - 1750 words

Marketing principles and applications - Essay recitationIn fact, a consumer can use the appliance even without reading the instructions leaflet. In opposition with other appliances of the same characteristics the particular coffee maker offers to the consumer the impression of being involved in a unique experience a series of color icons, show cups of coffee of different size, helps the user to square off the type of coffee preferred. Then, icons showing spoons full of sugar and coffee help the user to decide on the amount of coffee and sugar that should be used for the type of coffee elect. Finally, an icon with cup of take out is used for showing to the user his potential to choose a cup of coffee with milk. Particular vehemence has been also given to the components of the appliance. High quality materials have been used ensuring that the flavor of the coffee is strong. In the context of the issues discussed above, the appliance chosen fully supports the firms mission statem ent, which focuses on quality, convenience and innovation, as set forth in the introduction section. 2. Classify Company Gs products using the three-way consumer product assortment system. The three-way Consumer Product Classification system is based on the following rule products can be classified in three categories according to specific characteristics. Reference is made particularly to convenience, shopping and forte goods (Boone & Kurtz, 2012, p.352). The particular system is quite helpful for the development of effective marketing strategies (Boone & Kurtz, 2012, p.352). However, the system is also relate to an important weakness consumer preferences worldwide are not standardized (Ferrell & Hartline, 2010). In fact, differences can be set in consumer trends even within the same market and in deliberate to the same product. For example, the performance of a product can be changed within the same market under the impact of severe turbulences in the global market (Ferrell & Hartline, 2010). In general convenience products are those that are highly popular, at to the lowest degree more than shopping products which are not necessarily incorporated in consumers daily shopping (Boone & Kurtz, 2012). Moreover, force goods are goods of specific characteristics and, usually, of high price (Boone & Kurtz, 2012). Using the above classification system Company Gs products could be classified by referring to three categories convenience, shopping and specialty goods. It should be noted that the delay refers only to the firms small appliances and not to all its products. The consumer factors involved in the classification action are presented in the first column. In the three other columns the relevance of the firms products to to each one product category is analyzed. A rounded rectangle is used for showing the product category to which the firms products are nearer the blue color indicates a high relevance, the green color is used for showing an average re levance while the red color shows the lack of any relevance. Consumer factor (Boone & Kurtz, 2012, p.352) Convenience products shop products Specialty products Time spent on identifying the firms products The firms products cannot be chosen instantly Thought is required before buying the firms products The decision-making process in regard to the purchase of the firms products may takes a lot of time Location of the firms products The firms products are not available in all retail stores The firm