The document discusses different types of products that companies can offer, including physical objects, services, places, organizations, ideas, and personalities. It defines a product as anything offered for sale by a firm to satisfy buyers' wants and needs. Products are classified as either consumer goods, which are tangible items for personal or household use, or industrial goods, which are materials, parts, and services used in production by commercial users. The product is the only essential element of the marketing mix for a company.

1. THE PRODUCT
CHAPTER 6

2. INTRODUCTION
Products are the vehicles by
which the company attempts to
accomplish its objectives. As it is, the
product is the only element in the
marketing mix that the company
cannot do without.

3. DIFFERENT FORMS OF PRODUCT
1. a physical object like a phone or a kilo of pork;
2. a service like ferris wheel ride or dental check-up;
3. a place like London or Boracay;
4. an organization like Knights of Columbus or the
Philippine Marketing Association;
5. an idea like "pro- life" or "the preservation of the
ozone layer; and
6. a personality like LeBron James or KathNiel.

4. BENEFITS OF PHYSICAL PRODUCT
quality
reputation of the manufacturer
packaging
credit
information about the product
warranty
after sales service
delivery

5. DEFINITION
"A product is anything offered
for sale by a firm to buyers to
satisfy their physical , social,
symbolic, and psychological
wants and needs."

6. CLASSIFICATION OF PRODUCTS
1. Consumer Goods
oRate of Consumption and Tangibility
oConsumer’s Shopping Habits
2. Industrial Goods
oInstallations
oAccessory equipment
oRaw materials
oComponent parts and materials
oSupplies
oServices

7. THE PRODUCT AS A MORE
USEFUL VARIABLE