3 product levels in marketing. Four levels of product in marketing

Exists three product levels: product by design, product in real performance and product with reinforcement.

1. Product by design (core product)- the core of the concept of the 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 packaged service to solve a problem. For example, customers do not purchase drills of a certain diameter, but holes of the same diameter. Therefore, the task of the market figure is to reveal the needs hidden behind any product and sell not the properties of this product, but the benefits from it. In other words, it is the concept of a commodity.

2. Product in real performance. The developer has to turn the product according to the plan into physical object. For example, lipstick, computers, etc. All of these are real products. A real product can have five characteristics: quality, properties, appearance, brand name and packaging.

3. Reinforced item. The developer may provide for the provision of additional services and benefits (supply and credit, installation, after-sales service, warranties). If we consider a computer, then reinforcements for a product are instructions, work programs, delivery services, programming, repair, warranty, etc.

4. Product 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. FMCG: are acquired without hesitation and comparison, for example, toothpaste, ketchup;

- Impulse Buying Items- magazine, chewing gum;

Goods for emergency cases - umbrellas, shovels.

2. Preselection Products: options are compared before purchase: similar - one quality, different prices; dissimilar - should have a wide range.

3. Specialty Goods: have unique characteristics and brand preferences, do not compare;

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

Consumer properties of the goods:

1. Social Purpose Properties: the demand for goods by consumers depends on the solvency and social norms of consumption. In addition, on the season, style and fashion.

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

2. Reliability of goods in consumption: the ability of a product to fully perform its functions during its service life. Groups of reliability indicators: non-failure operation, durability, maintainability, persistence.

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

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

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

6. Consumption safety: characterizes the safety of using the product. Types of safety: 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 items have different duration life cycle and each of its stages: 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.

Rice. 3.1. Product life cycle

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

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

maturity stage associated with some excess production capacity. Demand for a product acquires the character of a standard one, repeated and repeated purchases of this product are observed. At the end of the maturity stage, a state (or stage) is observed market saturation this type of product. Decreased sales and profits. The main demand comes from conservative buyers, while innovators are looking for a new replacement product.

The recession stage is associated with a significant excess of production capacity. Product prices are low. Profits are falling sharply. Minor marketing expenses. The product is gradually being replaced by a new one.

Assortment strategy

Commodity policy involves the development of an assortment. The objectives of the assortment policy can be:

Satisfying consumer needs;

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

Optimization financial results firms, 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.

Assortment strategy can be built in the following areas:

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

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

Commodity diversification involves a significant expansion of the scope of the company and the implementation of the production of a large number, as a rule, unrelated goods and services. Such a policy provides significant stability and stability of the company, as it serves as a guarantor against the risks of reduced demand and crisis phenomena in the production of one product or one industry.

Product vertical integration aims to expand the company's activities not horizontally, as in the case of diversification and horizontal differentiation, but vertically, when the company masters (or takes over) and controls production or services along one technological chain, for example, raw materials, base materials, semi-finished products, parts and nodes, as well as marketing functions for one product or a small product group.

There are three levels of product: product by design, product in actual performance, and product with reinforcement.

1. Product by design - the core of the concept of the 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 packaged service to solve a problem. For example, customers do not purchase drills of a certain diameter, but holes of the same diameter. Therefore, the task of the market figure is to reveal the needs hidden behind any product and sell not the properties of this product, but the benefits from it.

2. The developer will have to turn the product according to the plan into a product in real performance. Lipstick, computers, etc. All of these are real products. A real product can have five characteristics: quality, properties, appearance, brand name and packaging.

3. Finally, the developer may provide additional services and benefits (delivery and credit, installation, after-sales service, warranties) that make up the reinforced product. If we consider a computer, then instructions, work programs, delivery services, programming, repairs, guarantees, etc. serve as reinforcement for a product.

Classification of goods in terms of marketing.

Product groups:

Durable goods - withstand repeated use;
Non-durable goods - consumed in one or more cycles of use;
Services.

Classification of consumer goods:

1. Consumer goods: purchased without hesitation and comparison;

Basic everyday goods - toothpaste, ketchup;

Impulse buying items - magazine, chewing gum;

Goods for emergency cases - umbrellas, shovels.

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

Similar - same quality, different prices;

Dissimilar - should have a wide range.

3. Special demand items: have unique characteristics and brand preferences, do not compare;

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

Consumer properties of the goods:

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

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

Indicators of universality - the breadth of the range of application of the goods;

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

Reliability of a product in consumption: the ability of a product to fully perform its functions during its service life. Groups of reliability indicators:

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

Durability indicators - service life and resource;

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

Persistence - the ability to maintain performance after storage or transportation (in days, etc.). Important for determining the warranty period.

Ergonomic properties: convenience and comfort of product operation at all stages in the "man - product - environment" system.

Groups of indicators of ergonomic properties:

Hygienic - the impact of the product on a person during operation: light, dust, 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, taste, sound, taste and olfactory capabilities of a person.

Psychological - the correspondence of the product to the existing and emerging skills of a person, i.e. his perception, thinking and memory.

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

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

3. Task

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

In the wording of the question, it was correctly noted 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 us 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 believing 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:

the degree of readiness for the perception of the goods;
relationship to the product.

Let's explain this.

1) The discrepancy between the subjective categories of price and quality is determined by the degree of readiness of the buyer to perceive the goods. At any given time, people are in varying degrees of readiness to make a purchase. Some are completely unaware 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 product.

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 price is similar to the previous type of buyers.

The fourth type of buyers - interested in the product; this type of buyer has an adequate idea 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 may simply not have enough money. The fifth type of buyers are 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 either to 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 relate to the product (service) enthusiastically, positively, indifferently, negatively or hostilely. Not always this attitude is caused by the quality of the goods. This means that in the sense of the discrepancy between the subjective categories of price and quality, the attitude towards the product makes the following adjustments: buyers with an enthusiastic and positive attitude towards the product are ready to pay more money for less quality; while buyers with an indifferent, negative or hostile attitude towards the product are either not ready to pay money for any quality of the product at all, or are ready to pay less money for a very high quality product 3 .

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

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

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

Other common causes of customer dissatisfaction are the company's work not with its customers, i.e. erroneous positioning of the product on the market, the wrong choice of the target audience.

As studies show, there is a big difference between completely satisfied customers and simply satisfied ones. It is completely satisfied customers that are the key to 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 the compliance of the purchase with the expected value for money 4 . Further, it should be noted that commitment is a multifaceted concept. Consumers may be loyal to the products themselves, as well as brands, stores, and other stand-alone entities. According to the degree of commitment, buyers can be divided into four groups: unconditional adherents, tolerant and fickle adherents, "wanderers".

Die-hard adherents are consumers who are always
buy goods of the same brand.

Tolerant adherents are consumers who are committed to two or three brands.

Falterers are consumers who transfer their preferences from one brand to another: their buying pattern shows that consumers gradually shift their preferences from one brand to another.

"Wanderers" are consumers who do not show commitment to any of the branded products. The noncommitted consumer either buys any brand currently available or wants to buy something different from the existing range.

List of sources used

Basovsky L.E. Marketing. – M.: Infra-M, 2001.
Belyaevsky I.K. Marketing research: information, analysis, forecast. - M .: Finance and statistics, 2007 ..
Akulich I.L. Marketing: Textbook. - Mn.: graduate School, 2002.
Dubrovin I.A. Marketing research. - M.: Dashkov i K Publishing House, 2007.
Marketing. Textbook for universities, edited by A.N. Romanova. - M .: Banks and stock exchanges, 2002.
Korotkov A.V. Marketing research. - M.: Unity, 2005.
Maslova T.D., Bozhuk S.G., Kovalik L.N. Marketing. - St. Petersburg: Peter, 2002.
Pokhabov V.I. Marketing Basics: Tutorial- Mn.: Higher school. 2001.
Barysheva A.V. Facing the client. // Marketing in Russia and abroad. - 2007. No. 3.
Sergeeva S.E. Effective marketing is the key to the company's success // Marketing in Russia and abroad. - 2000. - No. 2
Bronnikova T.S., Chernyavsky A.G. Marketing. Tutorial.
Golubkov E.P. Marketing research theory: theory, practice, methodology. – M.: Finpress, 2000.

1 Marketing. Textbook for universities, edited by A.N. Romanova. - M .: Banks and stock exchanges, 2002. - Pp. 24.

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

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

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

Specialists must 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.

The concept of 3 product levels

Philip Kotler in his works described the concept of three levels of goods. This concept is based on the division of goods 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, which this product is able to solve. For example, a consumer does not acquire a car in itself, but the ability to move around the city with comfort. It is important that the seller does not focus on the properties of the product, but sells exactly the solution to the problem of the buyer.

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

Third level- This is a product with reinforcements. That is, it is not only the product itself and the benefits that it brings, but also the additional benefits and services that are attached to it: for example, a repair guarantee, a home delivery service, etc.

Consider the three-level concept using the example of a conventional screwdriver. At the first level, we see it as a way to get screwed screws. At the second level there will be the product itself: a tool with a handle and a drill that will steadily turn the screws for a certain time, set by the manufacturer as a service life. The third level is all that will make it possible to distinguish this product from many others: the ability to give it for repair during the warranty period, a set of drills for different purposes, the possible combination in a screwdriver as an additional one - the function of a drill, an additional power supply for work without recharging and etc.

The concept of 5 product levels

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

As in the previous concept, everything starts with core 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 base product filled with themes mandatory characteristics without which it is impossible to imagine the existence of this product. This includes the brand, packaging, quality level.

Next level - expected product. These are the properties that the buyer expects to find in this product. This is the so-called "ideal product", which represents all the required features, as well as the expectations of the buyer. Such expectations are based on the experience of buying competing products, so the more developed and competitive the market, the higher the expected level of product.

Fourth level - backed goods, or augmented level. This is a combination of properties and characteristics that make this product unique and allow it to stand out from other competitors. All the 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.

Last level - potential commodity. This includes all potential features 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 regain lost market positions in the event of a difficult market situation or quickly adjust the product to changing market requirements and expectations.

Kotler's "5 product levels" model is often used in marketing when developing new products and improving a company's existing product range. In this article, we will take a closer look at each of the five levels of product quality that directly affect a company's competitiveness in the industry.

The structure of product levels is as follows: the level of key value, the level of basic characteristics, the expected, supplemented and potential level of the product.

Key value level

The level of core value of a product is a fundamental need that a consumer wants to satisfy by purchasing a product. Core value is the result of purchasing a product. The core value level is the core or heart of any product; the level is the reason for the existence of the product. All other product levels must not conflict with the core value level.

Base stat level

The basic characteristics include such characteristics, without which the product is not able to perform its key functions, without which the product would not exist. These characteristics are commonly referred to as mandatory characteristics or "the must".

Expected level

The expected level of the product is a set of characteristics that the product should have in the opinion of the target consumer, consumer expectations. This level is often called the "ideal product profile" and it includes a set of basic mandatory features, as well as all the expectations and perceptions of the target consumer about the features of the product.

Usually, the consumer bases expectations and ideas about the functions of the product on his own personal experience use of competitive products. Therefore, the expected level partially reflects the competitive situation in the market. The higher the development of the market and the stronger the competitive situation in the market, the more the “expected level” will differ from the “basic level of the product” and vice versa.

Augmented Level

Complementary or differentiating level of a product is a set of characteristics important for the consumer that make the product unique, not similar to the products of key competitors. This level reflects a higher degree of development of the product or service of the campaign. If a product has an augmented level, then a brand can grow out of this product, the product has a sustainable competitive advantage.

Potential level

The potential level of a product is a set of possible improvements and modifications of a product that can ensure its competitiveness in the future. It is necessary for the formation of a long-term vision and strategy for the product available for the campaign. At this level, characteristics appear that do not yet exist in the current campaign product, and the consumer does not even think about such potential characteristics.

In case of loss of competitive advantage (copying by competitors) or toughening of competition, weakening of the position of the product on the market, the potential level of the product will help you quickly respond to a change in the situation.

Are you interested in the practical use of the model?

Ready solutions

You can download a template for creating a product development action plan in the section.

TOPIC 4. PRODUCT PLANNING IN MARKETING.. 1

4.1. Product understanding in marketing. Product classifications. 2

Three levels of product understanding in marketing. 2

Goods classification. 2

4.2. Assortment policy of firms.. 4

Main product range. 5

Policy directions in the formation of the product range. 7

4.3. Trademarks. Branding. 8

4.3.1. Trademarks.. 8

The main types of trademark designation. eight

Functions of trademarks and brands. ten

The main types of brand names.. 10

Strategies for distribution and replication of brand names.. 11

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

4.3.2. Branding. 13

Components of a brand. fourteen

Branding history. fifteen

The most expensive brands in the world. fifteen

An integrated approach to the brand. 17

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

Key factors in the creation of packaging.. 17

4.5. Positioning the product on the market. 18

Positioning aids. eighteen

Options for positioning the product in the market. twenty

4.6. Product competitiveness. 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 by the level of significance of innovations.. 36

Classification of innovations in terms of novelty. 37

Causes of new product failures.. 37

4.10. New product planning process. 37

Sources.. 39

Product understanding in marketing. Product classifications

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

Product Anything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption. These are physical objects, services (transport, legal, medical, marketing), information, ideas.

This list does not exhaust the range of goods. What is a commodity in marketing is enough interesting topic for a seminar presentation.

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

Three levels of product understanding in marketing

In the center - goods by design (1) - the main benefit or service that is provided to the buyer. The main purpose of a vacuum cleaner is to quickly remove dust, a car is to move a person or cargo. Depending on how accurately this idea meets the needs of a potential client, the overall, strategic success of the product in the market is determined. If this core is initially 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 the product, 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, the definition of competitiveness, as a certain combination of properties and qualities. One way or another, a 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 on the market. These are the elements that ensure the acceptance of the goods more favorably and ensure its operation more efficiently. This is the third level of product understanding - backed goods (3). This includes a range of services that provide greater demand for the product, and ensure its more efficient use or operation. These are, for example, after-sales services, delivery and lending conditions (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, which are determined by the peculiarity of this product. Let's say that transport services as a type of service have their own services that are part of the reinforcement category: 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 product in this classification. This place determines what elements the marketing supply will consist of. Let's designate the two most large groups within the classification:

goods as physical objects

· services.

The conditions of their marketing support vary greatly, this is determined, first of all, by properties (characteristics) of services distinguishing them from physical goods.

The first feature of the service is immateriality . This feature strongly affects service marketing . So, services are difficult to advertise, because for this they must first be visualized. A product as a physical object can be demonstrated, shown during use, associated with it good mood the people who consume it. It is difficult to show the service itself, especially services whose consumption process is hidden, for example, a banking service. In television commercials where bank 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 in this case it is inefficient 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 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 industrial enterprise, which produces furniture, could not sell the manufactured goods for current week, he can do it on the next one. Furniture remains in stock. But if the owner of the hotel could not rent out the rooms during the week, then this income disappears from him forever. Accordingly, service planning requires more responsibility than product planning, and greater risk inherent in service marketing than product marketing (third characteristic).

The last feature is variability in service quality compared to the quality of the product. If you buy a video recorder from a series manufactured by SONY, then with a fairly high degree of confidence we can say that the properties and qualities of this product will correspond to other units within the series. If any property or quality is missing, then this product will be replaced. The quality of services depends on many factors. For example, 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, clothes);

· products industrial purpose (used in the production of other goods: machinery, equipment, electricity, fuel, vehicles, communication systems).

Services are also divided into two subgroups:

· consumer services;

· services industrial purpose .

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

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

services with goods owned by the consumer (repair),

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

As far as industrial services are concerned, various classes and there are a lot of groups here, so we will designate the main ones.

To the category production relate:

maintenance and repair services,

business consulting services,

· Financial services(translation Money, account maintenance, purchase and sale valuable papers),

· marketing services,

information services (delivery 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 marketing support for goods or services, it makes sense to classify goods based on shopping habits :

· products daily demand (their buyer acquires without much thought 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 - products with unique characteristics, such as branded products that fall into the category of especially fashionable products, for which customers are willing to spend extra effort, an immeasurably long time to acquire. Very few products fall into this category, but if a product falls into this category, it takes on very special characteristics in the minds of buyers that are not determined by its quality and design combined. Marketing support of such goods has a special composition of activities.

· products passive demand . These are goods that the consumer does not know about, or knows, but does not think about buying them until the need arises. Thus, freight transport 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.