In this chapter, we define what a product is and look at how products are categorized. We also take a close look at the key decisions marketers face as they formulate their product offerings. These decisions may involve what features to include in a product, how a product’s identity is established through branding, important issues in packaging design, and what to consider when labeling products. We discuss each in detail and see how these impact product strategy.
- What is a Product?
- Categories of Consumer Products
- Categories of Business Products
- Components of a Product
- Key Product Decisions
- Consumable Product Features
Links to Cited References:
- For examples of these and many other Ad Council campaigns see: “Our Campaigns.” Ad Council. https://www.adcouncil.org/Our-Campaigns.
- For more on how internet buying impacts impulse purchasing see: Gasparro, Annie and Haddon, Heather. “Can Food Companies Get People to Make Impulse Purchases Online?” Wall Street Journal, October 15, 2017. https://www.wsj.com/articles/can-food-companies-get-people-to-make-impulse-purchases-online-1508119561.
- “Tire Buying Guide.” Sam’s Club. https://www.samsclub.com/sams/pagedetails/content.jsp?pageName=tire-buying-guide
- For a listing of all products see: “Our Brands.” Procter & Gamble. https://us.pg.com/our-brands.
- For more on intellectual property see: “Intellectual Property (IP) Policy.” United States Patent and Trademark Office. https://www.uspto.gov/intellectual-property-ip-policy
- For examples of excellence in packaging and labeling around the world see: The Dieline. http://www.thedieline.com.