Intro to Business › Section K · Products and pricing › Topic K.6
What a product is
A product is never just the object in the box. Buyers pay for a bundle of benefits, and how a product is classified tells a marketer how people will shop for it.
In this topic
- A bundle of benefits
- Three levels of a product
- Goods and services
- Consumer or business product?
- Four kinds of consumer product
- Worked example: classifying purchases
- Classifying business products
- Worked example: a furniture factory's purchases
- Product items, lines and mixes
- Common mistakes to avoid
- Key takeaways
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