Product is the main part of the marketing mix. Without product, you cannot market. Products have different forms. They can be a service, or actually tangible, and can usually be categorized into three different categories. The first category is Convenience Goods. They are products in which consumers hold very limited shopping efforts. Such products must be always available, and its brand name to be well established. A good example of a convenience good is toothpaste. Shopping goods, on the other hand are goods in which the consumer is willing to invest a great deal of time and effort. For example, they are willing to spend lots of time looking for a new computer. Wanting the best quality, price and innovation, therefor would be important. Specialty goods are those that only a small spectrum would be interested in. Industrial goods can be broken down into subgroups, depending on their uses. This type of good would be tractor, or book biding machine used in professional printing presses. They are the goods that everyday life does not request, and would be purchased only under certain circumstances. And within that, products of the company are classified.Product line refers to the assortment of similar things that the firm holds. For example, Maybelline's product like features lipstick, lip-gloss, lip-stain, etc. In contrast, the firm’s product mix is the combination of different product lines that the firm holds. For example, Hersey's does not do just chocolate bars right? Other firms can maintain either numerous lines or fewer lines, but hopefully all have some common theme. Numerous lines would represent a wide product mix. Maybelline has a many product lines, but they are all related in the fact that they are cosmetics. For instance, they offer mascaras, foundations, concealers, eyeliners, etc. Depth refers to the variety that is offered within each product line. Maybelline offers a great deal of depth in mascaras, with different colors and purposes for each one.
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