Product Classifications and Marketing Strategy

No Thumbnail Available
File version
Author(s)
Winzar, Hume F.
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)

Michael Baker

Date
2001
Size
File type(s)
Location
License
Abstract

Marketers have often attempted to use product classification schemes to provide a "cookery book" for marketing strategy. This so-called commodity school of thought in marketing is argued, in this paper, to be less than fruitful in providing such a cookery book. Product classifications are shown to be contingent upon marketing mix elements and assumptions about consumer response. These lead to four specific problems (1) Ex Post Definitions and Circular Logic: Products are classified ex post, and classification theory gives no hint about how to classify new products or to change existing products. (2) The Problem of Induction: Experiences with similar or existing products give few guides to appropriate or optimum strategy. (3) Fuzzy Sets: Product classification of the same product differs according to the nature of the consumer and at different times for the same consumer. (4) Generalizability of Schema: Application of a classification scheme requires the specification of all physical, market and social contexts.

Journal Title
Conference Title
Book Title

Marketing: Critical Perspectives on Business and Management

Edition

1st

Volume

3

Issue
Thesis Type
Degree Program
School
Publisher link
DOI
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
Access the data
Related item(s)
Subject
Persistent link to this record
Citation
Collections