Understanding the Classification of Products in Marketing SS 1 First Term Lesson Notes Week 8 and 9
Subject: Marketing
Topic: Classification of Products
Class: SSS 1
Term: First Term
Week: 8 & 9
Learning Materials
- Whiteboard/Chalkboard
- Explanatory posters/pictures
Instructional Materials
- Lagos State Scheme of Work
- Online materials
- Textbooks
Previous Knowledge
The pupils have been taught previous topics on Marketing Concepts.
Behavioral Objectives
At the end of the lesson, learners will be able to:
- Define what a product is in marketing.
- Explain the classification of products.
- Identify various types of consumer goods.
- Differentiate between convenience, shopping, and specialty goods.
Content
Week 8 and 9: Classification of Products
In marketing, a product is defined as anything that can be offered to a market to satisfy a need or want. It includes tangible goods, services, ideas, and information that provide value to the buyer. For example, purchasing a toothbrush isn’t just about the brush itself but the benefit it provides – dental hygiene.
Key Points:
- Consumers buy products for the tangible and intangible benefits.
- Products have attributes (features, functions, uses) and benefits that marketers emphasize to attract buyers.
Classification of Products
Products are classified in various ways to help businesses address consumer needs, market challenges, and competitive dynamics. Broadly, they fall into two major categories: consumer goods and industrial goods. This lesson focuses on consumer goods.
- Consumer Goods
These are goods bought for personal, family, or household use. They are commonly purchased through retail stores and can be divided into three types based on purchasing behavior.- Convenience Products
Items purchased frequently with minimal effort. Consumers often buy these out of habit, without extensive comparison. Examples include groceries like bread, soap, and snacks.- Example: Consumer Psychology on Buying Convenience Goods – A helpful article on what drives convenience purchases.
- Shopping Products
These require consumers to spend time comparing options. Factors like price, quality, and style influence decision-making. Examples include clothing, home appliances, and electronics.- Additional insight: Shopper Behavior Insights.
- Specialty Products
High-involvement products that consumers actively seek out due to brand, unique features, or perceived quality. Examples include luxury cars, designer clothes, and high-end electronics.- Further reading: Specialty Products in Marketing.
- Convenience Products
Understanding these categories allows companies to develop marketing strategies that align with consumer expectations and buying habits. Businesses tailor their distribution, advertising, and pricing strategies based on the product type and its classification.
Presentation
Step 1: The teacher reviews prior knowledge of marketing concepts, discussing briefly what students have learned so far.
Step 2: The teacher introduces the new topic, “Classification of Products,” explaining why categorizing products is essential in marketing.
Step 3: Students share examples of different product types (convenience, shopping, specialty), and the teacher provides corrections and feedback.
Evaluation
Classwork
- Define the marketing concept in your own words.
- Explain the following:
- Product concept
- Production concept
- Selling concept
- Marketing concept
- Profit orientation
Assignment
Explain what products are, and give examples for each product category.
Conclusion
The teacher summarizes the lesson by highlighting the importance of product classification and how it relates to consumer purchasing behavior. A board summary of key points is provided for students to copy as notes, and the teacher moves around the classroom for individual corrections.
Additional in-depth reading on product classification can be found at Product Classification Insights.
Evaluation Questions
(15 fill-in-the-blank questions with options)
- A product in marketing is defined as anything that can satisfy a _______.
a) profit
b) business
c) want
d) competition
Answer: c) want - ________ products are items purchased frequently with minimal effort.
a) Shopping
b) Convenience
c) Specialty
d) Industrial
Answer: b) Convenience - ________ products are goods consumers actively seek due to brand or quality.
a) Shopping
b) Specialty
c) Convenience
d) Unsought
Answer: b) Specialty - Products have both tangible and _______ attributes.
a) profitable
b) intangible
c) competitive
d) regional
Answer: b) intangible - A _______ is an example of a convenience product.
a) smartphone
b) car
c) bread
d) laptop
Answer: c) bread - Specialty products are purchased after _______.
a) minimum thought
b) extensive planning
c) brand loyalty
d) impulse
Answer: b) extensive planning - Products are anything that can satisfy a ______ or need.
a) wish
b) price
c) goal
d) want
Answer: d) want - _______ products require consumers to compare alternatives before buying.
a) Shopping
b) Convenience
c) Unsought
d) Specialty
Answer: a) Shopping - A key aspect of _______ products is that they offer unique features or brand appeal.
a) convenience
b) shopping
c) specialty
d) service
Answer: c) specialty - Examples of consumer goods are _______.
a) machinery
b) clothing
c) raw materials
d) equipment
Answer: b) clothing - The concept of product classification helps in developing effective _______ strategies.
a) business
b) production
c) marketing
d) customer
Answer: c) marketing - A toothbrush provides both a product and a _______.
a) price
b) service
c) benefit
d) company
Answer: c) benefit - ________ products are often purchased with the least amount of thought or comparison.
a) Shopping
b) Unsought
c) Specialty
d) Convenience
Answer: d) Convenience - Buying a smartphone is typically considered a _______ product decision.
a) convenience
b) specialty
c) shopping
d) production
Answer: c) shopping - The goal of marketing classification is to better understand ________ buying behavior.
a) employee
b) manager
c) consumer
d) competitor
Answer: c) consumer
Class Activity Discussion
(15 FAQs with answers)
- What is a product in marketing?
A product is anything offered to satisfy a consumer’s want or need. - What are consumer goods?
Consumer goods are items bought for personal or household use. - What are the main types of consumer goods?
They include convenience, shopping, and specialty goods. - What are convenience products?
These are items bought with minimal shopping effort, like groceries. - Why are shopping products different from convenience products?
Shopping products require more comparison in terms of quality, price, and features. - Can you give examples of specialty products?
Yes, examples include luxury cars, designer clothes, and high-end electronics. - Why do consumers buy specialty products?
Consumers buy them for unique qualities, brand prestige, or specialized features. - How do companies use product classification in marketing?
It helps in targeting marketing strategies based on consumer buying habits. - What is the purpose of the marketing concept?
The marketing concept focuses on meeting consumer needs for business success. - What are the benefits of classifying products?
It helps companies understand consumer needs, tailor promotions, and manage distribution. - How does convenience influence consumer purchases?
Convenience products are usually bought out of habit or need with minimal thought. - What is a significant factor in shopping products?
Consumers often look for a balance between quality and price in shopping products. - How does branding influence specialty products?
Strong branding can make specialty products more desirable. - Are convenience products also considered low-cost items?
Typically, yes, but convenience is more about the purchasing effort than price. - Why do companies focus on consumer needs in marketing?
Satisfying consumer needs leads to repeat purchases and business growth.
Evaluation
(10 evaluation questions)
- What is the definition of a product in marketing?
- Explain why consumer goods are categorized into different types.
- Name and describe the three main types of consumer goods.
- Give an example of a convenience product.
- Why do consumers compare options before buying shopping products?
- What factors make specialty products unique?
- How does product classification assist in marketing strategies?
- Describe the primary purpose of convenience products in the market.
- How does product quality affect shopping products?
- Why is brand reputation important for specialty products?