Sec. 5-1
       PRODUCT DECISIONS
               Product Design
     Products are one of the essential components in the 
      marketing mix!
     Can be:
       Goods – tangible (e.g. baseball bat)
       Services – intangible (e.g. baseball game)
       Ideas – e.g. demonstrating good sportmanship
        3 Parts in Defining a Product
     1. Difference btwn product item and line.
     2. How is the product classified?
     3. What is the product’s point of difference (POD)?
              Product Item and Line
            Product Item – specific model or size of a 
             product     LeBron 12 SE “What The”
                               $250
            Product Line – group of closely related 
             products that are sold by a company
            e.g. Entire Group of Nike athletic shoes would be called 
              a product line.  Nike has 3 product lines:  athletic 
             clothing, athletic footwear, and sports equipment.  
              These product lines make up Nike’s product mix.
           Product Classifications
          Products can either be classified as consumer 
                goods or business goods.
           Consumer goods – purchased and used by 
           the ultimate consumer for personal use
           Business goods – purchased by 
           organizations for use in their operation
          Same product could be both a consumer good 
                 and a business good.