1. Durability and tangibility:

   • Nondurable goods are tangible goods normally consumed in one or a few uses (such as beer and soap). Became these goods are consumed quickly and purchased frequently, the appropriate strategy is to make them available in many locations, charge a small markup, and advertise heavily to induce trial and build preference.

   • Durable goods are tangible goods that survive many uses (such as refrigerators). These normally require more personal selling and service, command a higher margin, and require more seller guarantees.

   • Services are intangible, inseparable, variable, and perishable products (such as haircuts or legal advice), so they usually require more quality control, supplier credibility, and adaptability.

Consumer behavior classification.

Products of daily demand. These goods usually purchased frequently, immediately, and with little effort ;

Products of preliminary choice. It is necessary the time for thought, selection from these goods ( clothers, furniture, complex home appliances);

Products of specialty demand. It is necessary special purchasing effort, well knowledge of buyers about product ( cars, luxury goods);

Products of unsought demand (smoke detectors, encyclopedia)

Aim of consumption

Industial goods;

Consumer goods

20. PRODUCT RELATIONSHIPS Жүнісбек Әсель Мейрамханқызы

Usually enterprise producted the set of product called as product assortment, product mix. A product mix (also called a product assortment) is the set of all products and items that a particular marketer offers for sale. A company's product mix can be described in terms of width, length, depth, and consistency.

The -width refers to how many different product lines the company carries.

The length refers to the total number of items in the mix.

The depth of a product mix refers to how many variants of each product are offered.

The consistency refers to how closely related the product lines are in end use, production requirements, distribution channels, or some other way.

These four product-mix dimensions permit the company to expand its business by adding new product lines, thus widening its product mix; lengthening each product line; deepening the product mix by adding more variants; and pursuing more product-line consistency.

Packaging

Packaging includes all the activities of designing and producing a product's con­tainer. The package might include up to three levels of material. For example, Paco Rabanne cologne comes in a bottle (primary package) inside a cardboard box (secondary package) that is in a corrugated box (shipping package) containing six dozen boxes of Paco Rabanne.

The Basic functions of packaging:

· Means for the formation product’s image

· Simplification of use the product’s

· Means of the communicative information

· Containment and replacement of the product’s

Elements of marks and packaging:

Who and where has made

The price of a commodity unit

Working life

21. Labeling and trade mark Кенжебек Балауса Кенжебекқызы

Every physical product must carry a label, which may be a simple tag attached to the product or an elaborately designed graphic that is part of the package.

Labels perform several functions.

• The label identifies the product or brand—for instance, the name Sunkist stamped on oranges.

• The label might also grade the product, the way canned peaches are grade labeled A, B, and C.

• The label may describe the product, who made it, where it was made, when it was made, what it contains, how it is to be used, and how to use it safely.

• Label might promote the product through attractive graphics.

The trade mark is a name, an image, a sign, a symbol, figure or their combination. Mark allows to distinguish the goods (services), and also their manufacturers or sellers from competitors. It is means of identification of the goods and services.

Mark as a whole or its part provided by a legal protection, represents a trade mark and becomes a subject of legal regulation.

The branded products strengthen the valuable importance of production. Allocate them from weight of the similar products , emphasize benefit for consumers, provide success of realization. Marks created the added value for consumers, acting during a choice of the products in a role of original "beacons". Assignment to the products of the branded name is connected with an estimation of opportunities to recept the real advantages and expenses for their achievement.

The Requirements to a trade mark:

· Simplicity - a minimum of lines, absence of superfluous details and everything, that stirs to fast perception;

· Individuality - the property providing difference and recognition of a trade mark;

· Appeal - awakening of the positive emotions caused by a trade mark;

· Security and ability - the property got as a result of registration of a trade mark.

The Trade mark in a combination with the logotipe, firm color, a font, etc. make firm style. Firm style represents the symbolical image of firm manufacture-trade orientation and its work, is the original face of firm. The products with firm style in many respects help firm to win consumers and to strengthen authority in the market. Often firm style connect with the brand. A brand - an image in consciousness of consumers. A brand is the complex management by process of brand perception by consumers. The task of marketing consists in generating loyalty of consumers to trade mark of the enterprise. Such process in world practice has received the name «brending».

22. Kinds of branded names Тәжібай Айдана Нұржанқызы

Kinds of branded names:

· Individual branded names

· Uniform branded name for all products

· The Trading name of firm in a combination to individual marks of the products

· Branded names for family of the products

Market force of mark is defined by a degree of consumer preference which is connected with the added tool and emotional characteristics of the products and also activity of carrying out of the advertising

The estimation of market force of a brand can be carried out by means :

1) ability of a brand to dominate over the given category of products (a share of the market);

2) degrees the conformity of image and character of a brand to needs and desires of buyers;

3) estimations the elevating force of a brand - abilities to extend due to increase in quantity of users and a gain of the new markets and segments;

4) estimations of adherence to a brand - the psychological factor connected with perception of a brand by the consumer;

5) degrees the popularity of a brand - percent of a target audience which can recollect the given brand.

If the mark ceases to bring incomes the company appears before a choice of following actions:

• rеposition marks (new quality of the goods, addition to mark, change of psychological perception, change of accents of preferences, etc.);

• "Reanimation" of marks (search of the new markets and spheres of application, increase in intensity of consumption);

• Increase of mark efficiency (decrease in expenses and the prices);

• Gradual or fast curtailing of marks.

23. Warranties and Guarantees Керімбай Маржан Ержанқызы

Service is understood as the system of maintenance allowing the consumer it is rational to maintain the got product (in basically technically complex production). Distinguish service preselling and post selling. Last is considered as guarantee and postguarantee service.

Such kinds of activity concern to preselling service, as consultation, training, trial operation, transfer of the documentation, etc.

The guarantee is an assurance of the manufacturer or the dealer that the goods corresponds to the accepted standards on quality. Therefore warranty service is connected with probability the occurrence of defects, reductions of product service life, etc. Elimination of defects is made free from charge during the established period of the time.

Post guarantee service is carried out for a payment under the established quotations and tariffs.

The form postsells service is look at those the complaints of consumers (« the Client is always right »). It is important, as it is necessary to create positive image of the enterprise to eliminate an opportunity of transition of potential consumers to competitors, and also to form the differentiated advantages of the enterprise (« Complaints of consumers is a good-send, a source of ideas on perfection work of the company »).

24. Concept of product life cycle. Кәрібай Жеңіс Асанханұлы

Any products sooner or later leaves from the market basically because of decrease in interest to it of consumers. During the existence the products passes some phases of the development: introduction of the products on the market; growth; maturities, decline. The period of the products existence in the market name as the products life cycle (PLG)

Most product life-cycle curves are portrayed as a bell-shape . This curve is typically divided into four stages . In introduction, sales grow slowly as the product is introduced in the market, and profits are nonexistent due to heavy expenses incurred to launch the product. Growth is a period of rapid market acceptance and substantial profit improvement. In maturity, sales growth slows

25. Summary of Product Life-Cycle Characteristics, Objectives, and Strategies Курваналиева Мадина Ахматалиевна

	Introduction	Growth	Maturity	Decline
Characteristics
Sales	Low sales	Rapidly rising sales	Peak sales	Declining sales
Costs	High cost per customer	Average cost per customer	Low cost per customer	Low cost per customer
Profits	Negative	Rising profits	High profits	Declining profits
Customers	Innovators	Early adopters	Middle majority-	Laggards
Competitors	Few	Growing number	Stable number beginning to decline	Declining number
Marketing Objectives
Strategies	Create product awareness and trial	Maximize market share	Maximize profit while defending market share	Reduce expenditure and milk the brand
Product	Offer a basic product	Offer product extensions, service.	Diversify brands and items	Phase out weak models
		warranty
Price	Charge cost-plus	Price to penetrate market	Price to match or best competitors	Cut price
Distribution	Build selective distribution	Build intensive distribution	Build more intensive distribution	Go selective: Phase out unprofitable outlets
Advertising	Build product awareness among early adopters and dealers	Build awareness and interest in the mass market	Stress brand differences and benefits	Reduce to level needed to retain hard-core loyals
Sales Promotion	Use heavy sales promotion to entice trial	Reduce to take advantage of heavy consumer demand	Increase to encourage brand switching	Reduce to minimal level

26. MANAGING NEW PRODUCTS Қуанова Әсел Емашқызы

A company can add new products in two ways: through acquisition (buying another company, buying another firm's patent, or buying a license or franchise) or through development (using its own laboratories, hiring independent researchers, or hiring a new-product-development firm). Six categories of new products are [9]:

1. New-to-the-world products. New products that create an entirely new market.

2. New product lines. New products that allow a company to enter an established market for the first time.

3. Additions to existing product lines. New products that supplement established lines (flavors and so on).

4. Improvements and revisions of existing products. New products that provide improved performance or greater perceived value and replace existing products.

4. Repositionings. Existing products that are targeted to new markets or market segments.

5. Cart reductions. New products that provide similar performance at lower cost.

27. Concept of a competition and competitive forcesТұрлыбек Бейбіт Байзақұлы

The competition is a rivalry, competition between commodity producers in the market for more favourable conditions of manufacture and selling of the goods for reception of the greatest possible profit. Simultaneously the competition is the mechanism of automatic control for proportions of a social production. It objectively forces to reduce regularly individual production costs and realizations, to raise labour productivity, to save resources, to achieve more rational combination of used factors of manufacture.

The competition is the cheapest and effective quality monitoring both from the enterprise, and from the market.

There are some kinds of a competition.

· The Interbranch competition is a struggle between representatives of different branches for the same demand

· The Intrabranch competition is a struggle between representatives of one branch for demand

· The Interfirm competition is a struggle between firms for demand

· The Intrafirm competition is a struggle between the goods which is let out by one manufacturer

In aggregate the given kinds of a competition make the competitive environment. The competitive environment is a set of all companies-competitors making and distributing the similar goods.

Parameters of the competitive environment of the goods are: surplus of the goods-substitutes, a degree of a saturation of the market, a monopolization level of the market.

The main criterion of competitiveness of the goods is degree of consumers satisfaction from using them, than is caused various value differ of the goods for consumers.

Criteria of competitiveness of the goods are subdivided on two groups: consumer and economic.

The first group includes parameters: quality and assortment

The second group includes parameters: system of discounts and the price

Competitiveness happens two kinds: competitiveness of firm and competitiveness of the goods.

Competitiveness of firm is an opportunity of effective economic activities and its practical profitable realization in conditions of the competitive market.

Competitiveness of the goods is a set of qualitative and cost characteristics of the goods, providing satisfaction of concrete need of the buyer.

28. Estimation of competitiveness of the goods in marketing activityМүбәрак Мейірхан Зәуітбекұлы

For studying competitiveness of the goods it is necessary to choose attributes (parameters) which will be put in a basis of comparison.

The estimation of goods competitiveness is made by means of Laikert’s scale, multivariate scaling, to an integrated parameter (index) of a product

Laikert’s scale is a method of the factorial analysis. Respondents should estimate the goods on each of the offered attributes then it is established correlations (dependence) between attributes. By means of the factorial analysis on the basis of the established dependences between attributes their grouping is made. Then the contribution of each attribute to increase of competitiveness of the goods both at competitors, and at the given company is estimated.

Multivariate scaling, it is often used for definition of distinction and similarity of the goods as a whole, Investigated objects settle down depending on their similarity in two and three-dimensional coordinates - a card of perception. The more close there is on a card of perception two goods, the it is more than similarity between them, and the the degree of competitive opposition between them is more under all identical other conditions.

The Integrated parameter (index) of a product the Estimation of competitiveness is made on the basis parameters comparison "quality/price" in relation to the goods-competitors (and also specifications, samples, etc.).

29. PRICE Орынбасар Рустем Сейділдаұлы

The price - the sum of money paiding for the concrete goods. It is a major factor defining a choice of the buyer. And at the same time a unique element in economic activities of firm which promotes its accumulation monetary-financial resources.

The Purposes the firm price policy:

• Maximization of profit

• Economic growth of firm

• Stabilization of the market

• Decrease in sensitivity of the consumer to the prices

• Preservation of leadership in the prices

• Prevention of threat of a potential competition

• Increase of firmimage

• Expansion of demand for the goods

• Strengthening market positions of the assortment ofgoods

The price is carried out five functions:

· accomodation (measurements of public expenses of labour)

· Stimulating, i.e. the price constrains or encourages manufacture and consumption

· Distributive it is connected with participation of the prices in distribution and redistribution of the National Income between participants of market attitudes

· Balancing a supply and demand function

· Function of the price as means of rational accommodation and use of the limited resources (by means of the mechanism of the prices there is a transition of capitals in branches of economy in higher rate of return, having poured a manpower …)

30. Pricing Султанмуратова Сафорой Махаматваликизи

- process of definition of the prices for the goods and services. Two factors of influence are allocated for pricing: