Consumer goods marketing is an expression of market-oriented, entrepreneurial thinking and acting that affects consumer goods. It is aimed at the final stage of the economic process, i.e. private users or consumers, and includes:
Consumables that are normally consumed in the course of one or a few uses, e.g. B. Groceries, cigarettes, soap, newspapers.
Consumer goods that have a longer lifespan and usually have numerous uses, e.g. B. automobiles, video cameras, shoes, clothing, furniture.
Differentiation of consumer goods marketing
Typical for consumer goods marketing is the large number of consumers, the high proportion of individual decisions, the multi-level distribution and mass advertising. From the point of view of the consumer goods manufacturer, a distinction must be made between:
Consumer-oriented marketing, which aligns market cultivation with users and consumers. Classic branded article marketing is typical for this. With particular use of advertising via mass media, the manufacturers endeavor to generate a high degree of awareness for the product.
The trade-oriented marketing, which is related to the wholesale or retail trade in market cultivation. Through intensive sales efforts, targeted sales promotion and performance-based conditions, e.g. B. discounts, the trade should be encouraged to carry the product in the range.
Vertical marketing, which coordinates the use of marketing policy instruments across all levels of distribution. The origin of this concept is the central idea that a harmonious intermeshing of the marketing activities at the individual distribution levels allows a better exploitation of the demand.