MCS 1000 Chapter Notes - Chapter 10: Fortune Brands, Sterling Silver, Durable Good

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Bonifacio

Document Summary

A product is a good, service or idea consisting of tangible and intangible attributes that satisfy consumers. Tangible attributes include physical characteristics such as colour or sweetness, and intangible attributes include becoming healthier or wealthier. Product mix (or the number of product lines offered by a company). Fortune brands has a large product mix that includes many product lines, including home security products and plumbing products. There are different types of users and therefore different types of goods. Consumer goods are products purchased by the ultimate consumer. Business goods are products that assist directly in providing products for sale. The 4 types of consumer goods differ in three different aspects: (1) effort the consumer expends on the decision, (2) attributes used in purchase, (3) frequency of purchase. Like consumer goods there are different classification for business goods (1) production goods, (2) support goods.