Durability of Products

On the basis of how long a product lasts, consumer products fall into three categories: non-durable products, durable products, and services. This classification matters because each type demands a different marketing approach — from pricing and promotion to distribution and after-sales support.

1. Non-durable products are consumed in one or a few uses. Think of toothpaste, detergents, bathing soap, and stationery items. From a marketing standpoint, these goods typically carry a small profit margin per unit. To succeed, they must be made available at many locations (wide distribution) and need heavy advertising to keep them moving off the shelves.

2. Durable products are tangible goods that survive many years of use. Examples include a refrigerator, radio, bicycle, sewing machine, and kitchen gadgets. Because they are used over a long period, they command a higher per-unit margin. Selling them requires greater personal-selling effort, and the seller must offer guarantees and after-sales services to reassure the buyer. …