The Four Types of Consumer Offerings PDF

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The Four Types of Consumer Offerings written assignment unit 4...

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THE FOUR TYPES OF CONSUMER OFFERINGS

The Four Types of Consumer Offerings

University of the People Principals of Marketing BUS 2201 Mr Stong December 9th, 2021

THE FOUR TYPES OF CONSUMER OFFERINGS The Four Types of Consumer Offerings

The primary categories of consumer offerings include convenience offerings, shopping offerings, specialty offerings, and unsought offerings. Life's needs are frequently included in convenience packages, and there is slight variation across brands. Many customers acquire strong preferences for certain brands over others while shopping for items. Even more rare are specialty items. Unwanted items provide a problem for marketers since buyers prefer not to purchase for them until they are required (Tanner, J. & Raymond, M.A., 2016). Convenience Offerings Convenience offerings is defined as a product or a service a person needs to buy, but they do not take time looking for the product as customers feel that there are many assorted brands available, but no difference in the brand. For example, bread. We all need bread, and we all eat bread. Bread brands have different names and can be bought at different stores but has the same purpose. The goal of convenience item marketing is frequently to get the product into as many areas as possible where a purchase may be made (Tanner, J. & Raymond, M.A., 2016). If I can give an example of a convenience offering that I have bought, it would be milk. I do not make effort into buying milk, as each brand is the same, it just a has a different name, and it all comes from a cow. Shopping Offerings Shopping offerings is when a customer has a brand or a product, they buy and puts a lot of effort into finding and buying the product. Customers see differences in shopping offerings and puts a lot of time into finding the product of their choice for the right price. When a customer wants to buy a product, they will do a lot of research, visit many different online retailers, or visit separate locations to make sure they buy the right product. Customers

THE FOUR TYPES OF CONSUMER OFFERINGS

will also spend a lot of time reading up reviews or asking opinions of the product (Tanner, J. & Raymond, M.A., 2016). An example of a shopping offering product that buy is my skincare. I do not just use any skincare and I only use one brand which is called Dermexcel. Only a few places have the skincare brand and if I cannot get it, I will not buy an alternative, but try to buy online. Specialty Offerings When we look at specialty offerings, we look at a different consumer type, and the way the product is marketed, is a lot different from company to company. When a customer wants to but a specialty product, they will not be able to go to a normal general store and purchase what they want. Specialty products are available only at limited locations, or companies. Customers will not buy specialty products as much as they will buy convenience products (Tanner, J. & Raymond, M.A., 2016). Examples of a specialty product that I buy is my perfume. I only buy Issey Miyake perfume. This is only available at a certain shop in our town, however because of the price of the product, I do not always but it. Unsought Offerings.

Unsought offerings are products and services that customers only buy when they really need to buy it. When unsought offerings are being marketed, it is difficult to do so as not everyone will want to buy it. Examples of unsought offerings are car insurance and health insurance (Tanner, J. & Raymond, M.A., 2016). One unsought offering product that I purchased is my car insurance. At first, I did not really need it as I did not have a car, but now that I do have one, it is a promising idea to have car insurance.

THE FOUR TYPES OF CONSUMER OFFERINGS

There are several methods to classify products and services. It is important to remember that the categories are not based on the characteristics of the products. Rather, they are a result of how customers desire to buy things, which varies from person to person. What one customer considers a shopping good, another considers a convenience good. (Tanner, J. & Raymond, M.A., 2016). Word count: 648 words

THE FOUR TYPES OF CONSUMER OFFERINGS

References Tanner, J. & Raymond, M.A. (2016). Principles of marketing.Open Textbooks for Hong Kong. Licensed under a Creative Commons by-nc-sa. Read online at: https://www.opentextbooks.org.hk/ditabook/16010...