Marketers have traditionally classified products on the basis of three characteristics : __________ , tangibility and use.
durability
Option 3 — durability is correct.
In classic marketing theory (Kotler), consumer products and industrial goods are first sorted using three product characteristics: durability, tangibility and use. These three dimensions frame how a product is bought, priced, promoted and serviced, so they form the base of the product-classification scheme.
On the durability–tangibility axis products fall into three groups:
| Category | Meaning |
|---|---|
| Non-durable goods | Tangible goods consumed in one or a few uses (soap, food) |
| Durable goods | Tangible goods that survive many uses (appliances, tools) |
| Services | Intangible, inseparable, variable and perishable offerings |
Why the other options are wrong: availability, affordability and necessity describe buyer perceptions or convenience factors, not the foundational classification triad. The examiner is testing the exact Kotler wording, where the missing term is durability.
Takeaway: Remember the trio — durability, tangibility and use — as the starting point for classifying any product.
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Code :
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Important Questions from Marketing: Concept and approaches
Arrange the following stages in the marketing process of an enterprise:
A. Marketing Mix
B. Marketing program implementation
C. Marketing planning
D. Market research
E. Control and evaluation of marketing programs
Choose thecorrectanswer from the options given below:
Which of the following is the characteristic of a product?
Which of the following is an example of durable goods?
Traditionally, marketing has been viewed as:
_______ is making it more a challenge today than ever before, to upgrade customer services to get an edge over the competitiors.
