{"id":3196,"date":"2023-02-19T16:11:53","date_gmt":"2023-02-19T16:11:53","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/chapter\/consumer-product-categories\/"},"modified":"2025-05-28T12:45:22","modified_gmt":"2025-05-28T12:45:22","slug":"consumer-product-categories","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/chapter\/consumer-product-categories\/","title":{"raw":"Learn It 15.1.1: Product","rendered":"Learn It 15.1.1: Product"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Recognize common product categories&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14720,&quot;10&quot;:0,&quot;11&quot;:4,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Recognize common product categories<\/span><\/li>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand what a branding strategy is&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14720,&quot;10&quot;:0,&quot;11&quot;:4,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand what a branding strategy is<\/span><\/li>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand the product life cycle&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand the product life cycle<\/span><\/li>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand the stages of the new-product development process&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand the stages of the new-product development process<\/span><\/li>\r\n\t<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand different marketing considerations to think about during the product life cycle&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15235,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16777215},&quot;10&quot;:2,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand different marketing considerations to think about during the product life cycle<\/span><\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>Categorizing Products<\/h2>\r\n<p>A product is a bundle of attributes (features, functions, benefits, and uses) that a person receives in an exchange. The term \"product\" refers to anything offered by a firm to provide customer satisfaction, whether it is tangible or intangible. A product may be an idea (recycling), a physical good (a pair of sneakers), a service (banking), or any combination of the three.[footnote]American Marketing Association. \"Product.\" Dictionary. Accessed June 10, 2019. <a href=\"https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=P#product\" target=\"_blank\" rel=\"noopener\">https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=P#product<\/a>[\/footnote]<\/p>\r\n<p>In general, products fall into one of two categories: <strong>consumer products<\/strong> and <strong>business products<\/strong> (also called industrial products and B2B, business to business, products). Consumer products are purchased by the final user of the product. Business products are purchased by businesses or organizations and can be classified as <strong>production goods<\/strong> (raw materials or component parts used in the production of the final product) or <strong>support goods<\/strong> (machinery, fixed equipment, software systems, and other tools that assist in the production process).[footnote]Business Dictionary. \"Industrial Goods.\" Accessed June 10, 2019. <a href=\"http:\/\/www.businessdictionary.com\/definition\/industrial-goods.html\" target=\"_blank\" rel=\"noopener\">http:\/\/www.businessdictionary.com\/definition\/industrial-goods.html<\/a>[\/footnote] Some products, like computers, for instance, may be both consumer products and business products, depending on who purchases and uses them.<\/p>\r\n<p>The product fills an important role in the marketing mix because it is the core of the exchange. Often companies become excited about their capabilities, technologies, and ideas and forget to focus on the customer. This leads to investments in product enhancements or new products that don't provide value to the customer\u2014and, as a result, are unsuccessful.<\/p>\r\n<h2>Product Categories<\/h2>\r\n<p>Consumer products are often classified into four groups related to different kinds of buying decisions: convenience, shopping, specialty, and unsought products.<\/p>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>convenience product<\/h3>\r\n<p>A <strong>convenience product<\/strong>\u00a0is an inexpensive product\u00a0that requires a minimum amount of effort on the part of the consumer in order to select and purchase it. Examples of convenience products are\u00a0bread, soft drinks, pain reliever, and coffee. They also include headphones, power cords, and other items that are easily misplaced.<\/p>\r\n<\/section>\r\n<p><img class=\"alignright wp-image-4146\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185140\/5684811762_6b9c64ff9c_b-680x1024.jpg\" alt=\"A shopping aisle in a Walmart\" width=\"174\" height=\"262\" \/><\/p>\r\n<p>From the consumer's perspective, little time, planning, or effort go into buying convenience products. Often product purchases are made on impulse, so availability is important. Consumers have come to expect a wide variety\u00a0of products to be conveniently located at their local supermarkets. They\u00a0also expect easy online purchase options and low-cost, quick shipping for those purchases.\u00a0Convenience items are also found in\u00a0vending machines and kiosks.<\/p>\r\n<p>For convenience products, the primary marketing strategy is extensive distribution. The product must be available in every conceivable outlet and must be easily accessible in these outlets. These products are usually of low unit value, and they are highly standardized. Marketers must establish a high level of brand awareness and recognition. This is accomplished through extensive mass advertising, sales promotion devices such as coupons and in-store displays, and effective packaging. However, marketers also need to convince resellers (wholesalers and retailers) to carry the product. If the product is not available when, where, and in a form the consumer desires, the convenience product will fail.<\/p>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>shopping products<\/h3>\r\n<p><strong>Shopping products<\/strong> are usually more expensive and are purchased occasionally. The consumer is more likely to compare the quality, cost, and features of different options before purchasing.<\/p>\r\n<\/section>\r\n<p>Although many shopping products are nationally advertised, in the marketing strategy it is often the ability of the retailer to differentiate itself that generates the sale. If you decide to buy a TV at Best Buy, then you are more likely to evaluate the range of options and prices that Best Buy has to offer. It becomes important for Best Buy to provide a knowledgeable and effective sales person and have the right pricing discounts to offer you a competitive deal. Best Buy might also offer you an extended warranty package or in-store service options. Consumers can easily check prices and options for online retailers which places even greater pressure on Best Buy to provide the best total value to the shopper. If the retailer can't make the sale, product turnover is slower, and the retailer will have a great deal of their capital tied up in inventory.<\/p>\r\n<p>There is a distinction between heterogeneous and homogeneous shopping products. <strong>Heterogeneous shopping products<\/strong> are unique. Think about shopping for clothing or furniture. There are many stylistic differences, and the shopper is trying to find the best stylistic match at the right price. The purchase decision with heterogeneous shopping products is more likely to be based on finding the right fit than on price alone.<\/p>\r\n<p>In contrast, <strong>homogeneous shopping products<\/strong> are very\u00a0similar. Take, for example, refrigerators.\u00a0Each model has\u00a0certain features that are available at different price points, but the basic functions of all of the models are very similar. A typical shopper will look for the lowest price available for the features that they desire.<\/p>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>specialty products<\/h3>\r\n<p>Specialty products are so unique that it's worth it to go to great lengths to find and purchase them. Almost without exception, price is not the main factor affecting the sales of specialty products.<\/p>\r\n<\/section>\r\n<p>Although these products may be custom-made or one-of-a-kind, it is also possible that the marketer has been very successful in differentiating the product in the mind of the consumer. For example, some consumers feel a strong attachment to their hair stylist or barber. They are more likely to wait for an appointment than schedule time with a different stylist.<\/p>\r\n<p>It is generally desirable for a marketer to lift their product from the shopping to the specialty class\u2014and keep it there. With the exception of price-cutting, the entire range of marketing activities is needed to accomplish this.<\/p>\r\n<section class=\"textbox seeExample\">\r\n<h4>San Diego Comic-Con[footnote]San Diego Comic-Con Blog. \u201cSAN DIEGO COMIC-CON \u2013 FREQUENTLY ASKED QUESTIONS.\u201d Accessed February 6, 2023. https:\/\/sdccblog.com\/san-diego-comic-con-frequently-asked-questions[\/footnote]<\/h4>\r\n\r\n[caption id=\"attachment_5899\" align=\"alignright\" width=\"243\"]<img class=\"wp-image-5899\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-300x200.jpg\" alt=\"A cosplayer dressed as comic book character Poison Ivy looks at illustrations in the Justice League exhibit booth at the San Diego Comic-Con\" width=\"243\" height=\"162\" \/> Figure 1. Originally a comic book convention, San Diego Comic-Con now features multimedia works.[\/caption]\r\n\r\n<p>Although it began as a comic book convention, Comic-Con now also celebrates graphic novels, anime, video games, movies, and TV shows, many of which draw upon comic books as their inspiration or are direct adaptations. Comic-Con is an event attended by 130,000 fans annually and features panels, workshops, and exhibits from comic book and pop culture creators, giving attendees opportunities to see their favorite artists and celebrities.<\/p>\r\n<p>To attend the entire event, including their Preview Night where you can get an early start on shopping for limited-edition promotional items, you'd have to pay over $300. When entrance badges go on sale to the general public online, they have sold out in about an hour. From a marketer's perspective, Comic-Con has succeeded in creating a specialty product that has incredibly high demand. Moreover, Comic-Con's customers are paying for the opportunity to be part of a massive marketing event.<\/p>\r\n<\/section>\r\n<section class=\"textbox keyTakeaway\">\r\n<h3>unsought products<\/h3>\r\n<p>Unsought products are those the consumer never plans or hopes to buy. These are either products that the customer is unaware of or products the consumer hopes not to need. For example, most consumers hope never to purchase pest control services and try to avoid purchasing funeral plots.<\/p>\r\n<\/section>\r\n<p>Unsought products have a tendency to draw aggressive sales techniques because it is difficult to get the attention of a buyer who is not seeking the product.<\/p>\r\n<section class=\"textbox tryIt\">[ohm2_question height=\"350\"]6544[\/ohm2_question]<\/section>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Recognize common product categories&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14720,&quot;10&quot;:0,&quot;11&quot;:4,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Recognize common product categories<\/span><\/li>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand what a branding strategy is&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:14720,&quot;10&quot;:0,&quot;11&quot;:4,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand what a branding strategy is<\/span><\/li>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand the product life cycle&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand the product life cycle<\/span><\/li>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand the stages of the new-product development process&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15233,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:0,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand the stages of the new-product development process<\/span><\/li>\n<li><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Understand different marketing considerations to think about during the product life cycle&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15235,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16777215},&quot;10&quot;:2,&quot;11&quot;:4,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:10}\">Understand different marketing considerations to think about during the product life cycle<\/span><\/li>\n<\/ul>\n<\/section>\n<h2>Categorizing Products<\/h2>\n<p>A product is a bundle of attributes (features, functions, benefits, and uses) that a person receives in an exchange. The term &#8220;product&#8221; refers to anything offered by a firm to provide customer satisfaction, whether it is tangible or intangible. A product may be an idea (recycling), a physical good (a pair of sneakers), a service (banking), or any combination of the three.<a class=\"footnote\" title=\"American Marketing Association. &quot;Product.&quot; Dictionary. Accessed June 10, 2019. https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=P#product\" id=\"return-footnote-3196-1\" href=\"#footnote-3196-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>In general, products fall into one of two categories: <strong>consumer products<\/strong> and <strong>business products<\/strong> (also called industrial products and B2B, business to business, products). Consumer products are purchased by the final user of the product. Business products are purchased by businesses or organizations and can be classified as <strong>production goods<\/strong> (raw materials or component parts used in the production of the final product) or <strong>support goods<\/strong> (machinery, fixed equipment, software systems, and other tools that assist in the production process).<a class=\"footnote\" title=\"Business Dictionary. &quot;Industrial Goods.&quot; Accessed June 10, 2019. http:\/\/www.businessdictionary.com\/definition\/industrial-goods.html\" id=\"return-footnote-3196-2\" href=\"#footnote-3196-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a> Some products, like computers, for instance, may be both consumer products and business products, depending on who purchases and uses them.<\/p>\n<p>The product fills an important role in the marketing mix because it is the core of the exchange. Often companies become excited about their capabilities, technologies, and ideas and forget to focus on the customer. This leads to investments in product enhancements or new products that don&#8217;t provide value to the customer\u2014and, as a result, are unsuccessful.<\/p>\n<h2>Product Categories<\/h2>\n<p>Consumer products are often classified into four groups related to different kinds of buying decisions: convenience, shopping, specialty, and unsought products.<\/p>\n<section class=\"textbox keyTakeaway\">\n<h3>convenience product<\/h3>\n<p>A <strong>convenience product<\/strong>\u00a0is an inexpensive product\u00a0that requires a minimum amount of effort on the part of the consumer in order to select and purchase it. Examples of convenience products are\u00a0bread, soft drinks, pain reliever, and coffee. They also include headphones, power cords, and other items that are easily misplaced.<\/p>\n<\/section>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-4146\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/143\/2016\/09\/28185140\/5684811762_6b9c64ff9c_b-680x1024.jpg\" alt=\"A shopping aisle in a Walmart\" width=\"174\" height=\"262\" \/><\/p>\n<p>From the consumer&#8217;s perspective, little time, planning, or effort go into buying convenience products. Often product purchases are made on impulse, so availability is important. Consumers have come to expect a wide variety\u00a0of products to be conveniently located at their local supermarkets. They\u00a0also expect easy online purchase options and low-cost, quick shipping for those purchases.\u00a0Convenience items are also found in\u00a0vending machines and kiosks.<\/p>\n<p>For convenience products, the primary marketing strategy is extensive distribution. The product must be available in every conceivable outlet and must be easily accessible in these outlets. These products are usually of low unit value, and they are highly standardized. Marketers must establish a high level of brand awareness and recognition. This is accomplished through extensive mass advertising, sales promotion devices such as coupons and in-store displays, and effective packaging. However, marketers also need to convince resellers (wholesalers and retailers) to carry the product. If the product is not available when, where, and in a form the consumer desires, the convenience product will fail.<\/p>\n<section class=\"textbox keyTakeaway\">\n<h3>shopping products<\/h3>\n<p><strong>Shopping products<\/strong> are usually more expensive and are purchased occasionally. The consumer is more likely to compare the quality, cost, and features of different options before purchasing.<\/p>\n<\/section>\n<p>Although many shopping products are nationally advertised, in the marketing strategy it is often the ability of the retailer to differentiate itself that generates the sale. If you decide to buy a TV at Best Buy, then you are more likely to evaluate the range of options and prices that Best Buy has to offer. It becomes important for Best Buy to provide a knowledgeable and effective sales person and have the right pricing discounts to offer you a competitive deal. Best Buy might also offer you an extended warranty package or in-store service options. Consumers can easily check prices and options for online retailers which places even greater pressure on Best Buy to provide the best total value to the shopper. If the retailer can&#8217;t make the sale, product turnover is slower, and the retailer will have a great deal of their capital tied up in inventory.<\/p>\n<p>There is a distinction between heterogeneous and homogeneous shopping products. <strong>Heterogeneous shopping products<\/strong> are unique. Think about shopping for clothing or furniture. There are many stylistic differences, and the shopper is trying to find the best stylistic match at the right price. The purchase decision with heterogeneous shopping products is more likely to be based on finding the right fit than on price alone.<\/p>\n<p>In contrast, <strong>homogeneous shopping products<\/strong> are very\u00a0similar. Take, for example, refrigerators.\u00a0Each model has\u00a0certain features that are available at different price points, but the basic functions of all of the models are very similar. A typical shopper will look for the lowest price available for the features that they desire.<\/p>\n<section class=\"textbox keyTakeaway\">\n<h3>specialty products<\/h3>\n<p>Specialty products are so unique that it&#8217;s worth it to go to great lengths to find and purchase them. Almost without exception, price is not the main factor affecting the sales of specialty products.<\/p>\n<\/section>\n<p>Although these products may be custom-made or one-of-a-kind, it is also possible that the marketer has been very successful in differentiating the product in the mind of the consumer. For example, some consumers feel a strong attachment to their hair stylist or barber. They are more likely to wait for an appointment than schedule time with a different stylist.<\/p>\n<p>It is generally desirable for a marketer to lift their product from the shopping to the specialty class\u2014and keep it there. With the exception of price-cutting, the entire range of marketing activities is needed to accomplish this.<\/p>\n<section class=\"textbox seeExample\">\n<h4>San Diego Comic-Con<a class=\"footnote\" title=\"San Diego Comic-Con Blog. \u201cSAN DIEGO COMIC-CON \u2013 FREQUENTLY ASKED QUESTIONS.\u201d Accessed February 6, 2023. https:\/\/sdccblog.com\/san-diego-comic-con-frequently-asked-questions\" id=\"return-footnote-3196-3\" href=\"#footnote-3196-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/h4>\n<figure id=\"attachment_5899\" aria-describedby=\"caption-attachment-5899\" style=\"width: 243px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5899\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-300x200.jpg\" alt=\"A cosplayer dressed as comic book character Poison Ivy looks at illustrations in the Justice League exhibit booth at the San Diego Comic-Con\" width=\"243\" height=\"162\" srcset=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-300x200.jpg 300w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-768x512.jpg 768w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-65x43.jpg 65w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-225x150.jpg 225w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c-350x233.jpg 350w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/15\/2023\/02\/27212322\/51713208021_b08fa22ab0_c.jpg 799w\" sizes=\"(max-width: 243px) 100vw, 243px\" \/><figcaption id=\"caption-attachment-5899\" class=\"wp-caption-text\">Figure 1. Originally a comic book convention, San Diego Comic-Con now features multimedia works.<\/figcaption><\/figure>\n<p>Although it began as a comic book convention, Comic-Con now also celebrates graphic novels, anime, video games, movies, and TV shows, many of which draw upon comic books as their inspiration or are direct adaptations. Comic-Con is an event attended by 130,000 fans annually and features panels, workshops, and exhibits from comic book and pop culture creators, giving attendees opportunities to see their favorite artists and celebrities.<\/p>\n<p>To attend the entire event, including their Preview Night where you can get an early start on shopping for limited-edition promotional items, you&#8217;d have to pay over $300. When entrance badges go on sale to the general public online, they have sold out in about an hour. From a marketer&#8217;s perspective, Comic-Con has succeeded in creating a specialty product that has incredibly high demand. Moreover, Comic-Con&#8217;s customers are paying for the opportunity to be part of a massive marketing event.<\/p>\n<\/section>\n<section class=\"textbox keyTakeaway\">\n<h3>unsought products<\/h3>\n<p>Unsought products are those the consumer never plans or hopes to buy. These are either products that the customer is unaware of or products the consumer hopes not to need. For example, most consumers hope never to purchase pest control services and try to avoid purchasing funeral plots.<\/p>\n<\/section>\n<p>Unsought products have a tendency to draw aggressive sales techniques because it is difficult to get the attention of a buyer who is not seeking the product.<\/p>\n<section class=\"textbox tryIt\"><iframe loading=\"lazy\" id=\"ohm6544\" class=\"resizable\" src=\"https:\/\/ohm.one.lumenlearning.com\/multiembedq.php?id=6544&theme=lumen&iframe_resize_id=ohm6544&source=tnh&show_question_numbers\" width=\"100%\" height=\"350\"><\/iframe><\/section>\n<hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-3196-1\">American Marketing Association. \"Product.\" Dictionary. Accessed June 10, 2019. <a href=\"https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=P#product\" target=\"_blank\" rel=\"noopener\">https:\/\/www.ama.org\/resources\/Pages\/Dictionary.aspx?dLetter=P#product<\/a> <a href=\"#return-footnote-3196-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-3196-2\">Business Dictionary. \"Industrial Goods.\" Accessed June 10, 2019. <a href=\"http:\/\/www.businessdictionary.com\/definition\/industrial-goods.html\" target=\"_blank\" rel=\"noopener\">http:\/\/www.businessdictionary.com\/definition\/industrial-goods.html<\/a> <a href=\"#return-footnote-3196-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-3196-3\">San Diego Comic-Con Blog. \u201cSAN DIEGO COMIC-CON \u2013 FREQUENTLY ASKED QUESTIONS.\u201d Accessed February 6, 2023. https:\/\/sdccblog.com\/san-diego-comic-con-frequently-asked-questions <a href=\"#return-footnote-3196-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":21,"menu_order":4,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Chapter 7: Introducing and Managing the Product, from Introducing Marketing\",\"author\":\"John Burnett\",\"organization\":\"Global Text\",\"url\":\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Revision and adaptation\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Walmart\\'s Action Alley\",\"author\":\"\",\"organization\":\"Walmart\",\"url\":\"https:\/\/www.flickr.com\/photos\/walmartcorporate\/5684811762\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Comic Con 2021\",\"author\":\"Gage Skidmore\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/gageskidmore\/51713208021\/in\/photostream\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Practice Question\",\"author\":\"Robert Danielson\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":3193,"module-header":"learn_it","content_attributions":null,"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/3196"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/wp\/v2\/users\/21"}],"version-history":[{"count":9,"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/3196\/revisions"}],"predecessor-version":[{"id":9708,"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/3196\/revisions\/9708"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/parts\/3193"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/3196\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/wp\/v2\/media?parent=3196"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/pressbooks\/v2\/chapter-type?post=3196"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/wp\/v2\/contributor?post=3196"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/introductiontobusiness\/wp-json\/wp\/v2\/license?post=3196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}