96 Principles of Marketing
6.3 PRODUCT PLANNING
From the earlier discussion, it may be well understood that while planning for marketing an offering,
marketers must consider all their activities viewing from a customer’s angle. The following are the
fundamental aspects of product planning:
6.3.1 Classification of Products
Products available in the market to be exchanged may be of different types according to their purpose,
period of consumption, style, look, material content, appearance and so on. Following Kotler, we can
classify products into three categories on the basis of tangibility, durability and the nature of use.
■ Durability : Durability of a product refers to its consumption period, that is, the time it takes to ...