MODULE [[PRINCIPLES OF MARKETING]

CHAPTER 1: THE MARKETING SYSTEM, ITS NATURE AND THE

ELEMENTS

3. Specialty goods
a. Consumers are willing to exert special buying effort and may
spend time to reach exclusive dealers of these products.
b. Consumers are after the brand prestige irrespective of its high
price.
c. Consumers, in some cases, may not accept substitute brands.
Examples: Signature items like Sylvia Santos’ bags. Marketing considerations:
Exclusive distributorship or dealership is used for this product. Franchise
agreement is
utilized for control of sales territories and effective distribution.
Industrial Goods

These are products purchased by the industrial users or market classified

according to the broad uses as differentiated from consumer goods which were
classified on the basis of buying habits.
1. Raw materials
a. Products which will become a part of another final product.
b. Products when integrated to produce another product can be
unidentifiable or cannot be physically separated.
Examples: Flour for making bread; eggs for processing milk.
Marketing considerations: Supply may be low or limited,
standardization and grading is essential. Distribution can be
direct from producer or manufacturer to industrial user.
2. Fabricating materials and parts
a. These are industrial goods which will become a part of
another final product but are identifiable in finished form.
b. These are assembled products with no further change in form.
Examples: Sparkplugs and fan belts in automobile; buttons on dresses.
Marketing considerations: Purchase in bulk ahead of the
selling season. Direct personal selling is done between
producer and consumer. Branding may be unimportant.
3. Installations
a. These are major equipment of the industrial user.
b. They affect operating scale for production quota of the
company.
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City of Springfield. The Ice Palace has a maximum capacity of 3,000 people. It
includes four locker rooms, eight restroom facilities, an arcade room, an
athletic training facility, a weight room, and a large room available for
private functions. Description of the Community The City of Springfield, which
hosts the team, has a population of 110,000; plus an additional 559,000 within a
60-mile radius. The largest age group for both men and women is 35-44. The
city's government is a municipality with a mayor and 10 aldermen that represent
an area of the city. Springfield is the state capital of Illinois and therefore
houses many of the state's agencies. Its economic base depends upon state and
federal agencies, three major hospitals, three colleges, and two state
universities (University of Illinois at Springfield and Southern Illinois
University School of Medicine). The cost of living in Springfield has an index
of 97.4; the national average is an index of 100.