search query: @author Enis, B. M. / total: 4
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| Author: | Murphy, P. E. Enis, B. M. |
| Title: | Classifying products strategically. |
| Journal: | Journal of Marketing
1986 : JUL, VOL. 50:3, p. 24-42 |
| Index terms: | CLASSIFICATION OF COMMODITIES PRICES MARKETING MIX STRATEGY |
| Language: | eng |
| Abstract: | An integrated product classification scheme is proposed. It is argued that, in view of the 1985 definition of marketing,one classification for all products - goods,services and ideas - is sufficient. This classification adds "preference"products to the conventional convenience,shopping and specialty categories. These categories are defined in terms of the effort and risk dimensions of price - as perceived by both organizational and ultimate consumers. Its value lies in its integration of marketing mix decisions for strategy formulation and the founding of this strategy upon consistent notions of buyer behavior with respect to the different types of products. |
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