How Would You Classify the Starbucks Product Using the Marketing Consideration for a Consumer Product? What Individual Product Decision Has Starbucks Made?

973 WordsMar 10, 20134 Pages
QUESTION 2 How would you classify the Starbucks product using the marketing consideration for a consumer product? What individual product decision has Starbucks made? A product represents "the heart of an organization 's marketing program". Without a product, there were no price, design, target market, marketing mix, promotion strategy etc. simply, there were no business. Starbucks products can be defined as "Convenience Products" because there are "relatively inexpensive" and "limited shopping effort" has to be invested. Among the coffee industry though, Starbucks can be viewed as a "Specialty Product" because compared to other coffee brands, Starbucks brand name, image and quality of service are key components in their company…show more content…
If the employees decide this is the place to be for them, then the energy will be given to the consumer and they will return. The consumers ' post purchase evaluation process is probably the most important out of the five steps taken because it requires the decision of whether or not to buy that particular item again. This decision to purchase a product at Starbucks, because of all the research and the variation of products they offer, can be done in one store visit. Starbucks gives a good motive for customers to return because if you are unsatisfied with your drink, then you will be offered another drink and even given a coupon for a free one. Again, the customer service in Starbucks is what makes the experience. The employees make sure that the customer receives what they ask for in a personal way which makes a customer feel like they are the only person Starbucks is attending to and caring for. As Howard Schultz, CEO, stated to Fortune Magazine, “We aren’t in the coffee business, serving people. We are in the people business, serving coffee." An advantage marketing managers take into consideration when selling a product and making sure the consumer continues to buy the particular product is looking into specific primary or secondary membership groups. Consumers are influenced by people around them, whether from their similar cultures, values, personalities, attitude, etc. Starbucks focuses a lot in

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