Developing Marketing Strategies and Plans

Developing Marketing Strategies and Plans

Differentiating Durable Goods, Non-durable Goods, and Services when Developing Market-Mix Strategy

The creation and communication of a brand largely focus on the emotional drivers of consumerism (Kotler & Keller, 2011). In the process of ensuring that products achieve success in the market, marketing professionals face a major challenge with constant changes in customer perceptions about products. In the modern, highly-competitive, and dynamic market, consumers look for more than just product quality when making decisions on what products to purchase. According to Kotler and Keller (2011), customers seek additional experiences and attributes in products, besides quality, as their incomes continue to rise. Most consumers want products that have an emotional impact on them. They also want to use brands that are reputable and want to feel good about the brands that they use.

Consumers want to buy products from companies that understand them and the needs that they have. They want to buy from companies that have shared values with them. Attributes such as tangibility and durability also come into play when making purchase decisions. Products can be divided into three categories based on their tangibility and durability – non-durable goods, durable goods, and services. Non-durable goods are tangible products. These products are consumed in a single or a few uses. Products such as juice and beer fall in this category. Non-durable goods are frequently purchased. Therefore, it is appropriate to adopt a marketing strategy that ensures that they are available in multiple locations, advertises them heavily to build preference, and charge a small markup (Kotler & Keller, 2011).

Durable goods are tangible products that can be used for many uses or a long period before they are used up. Products such as electronics, clothing, and machines are durable goods. Durable goods need a personal selling and service strategy which includes seller guarantees and a higher margin (Kotler & Keller, 2011). The last category of products is services, which are inseparable, intangible, variable, and perishable products. Services require more adaptability, quality control, and supplier credibility. They include banking, legal advice, haircut, and car repair services. Marketers delineate durable goods as products that do not get used up quickly or as products that last for long periods. They are tangible products that survive many uses and require more seller or producer guarantees, higher margin, and personal service and selling (Kotler & Keller, 2011).

When it comes to durable goods, consumers can buy them today but may also wait and buy them in the future. Also, when consumers buy them, they do not need to buy them again tomorrow (Agarwal, 2017). The demand for durable goods is driven by the expectations of future price changes and the level of patience of customers. Marketing professionals are controlled by the number of consumers that do not purchase a durable good in a certain previous period (Agarwal, 2017). Consumers will postpone buying durable goods if they expect future prices to be lower. Decreasing the price is the only way to persuade consumers to buy today. For services and nondurable goods, consumers cannot postpone buying since they are needed today. Having a competitive price is the appropriate strategy to attract consumers to purchase services and nondurable goods from your company.


Agarwal, P. (2017, August 2). Durable & Non-Durable Goods.

Kotler, P., & Keller, K. (2011). Marketing Management (14th edition). Prentice Hall.

Order NOW for a 10% Discount
Pages (550 words)
Approximate price: -

Why Us?

Top Quality and Well-Researched Papers

All ourbpapers are written from scratch. In fact, Clients who ask for paraphrasing services are highly discouraged. We have writers ready to craft any paper from scratch and deliver quality ahead of time.

Professional and Experienced Academic Writers

Our writers keeps you posted on your papers progress - providing you with paper outline/draft. You are also at liberty to communicate directly with your writer.

Free Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.

Prompt Delivery and 100% Money-Back-Guarantee

All papers are always delivered on time, in many cases quite ahead of time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.


Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.


Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.


Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.


Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.