Question

Discuss the role of packaging in a firm's total product offer.

Answer 1

Packaging performs several important functions in the marketing process. In many cases an innovative package design has literally made the product more useful and opened up large new markets for the good. The text cites several examples, such as the Morton Salt package that prevented salt from sticking together in humid weather. Packaging can also make the product more attractive to retailers by making it easier to store and display, or (as when Uniform Product Codes were added) easier to track inventory.Packaging performs several important functions as required by the Fair Packaging and Labeling Act. It protects the contents during shipping, handling, and storage. It also attracts consumer attention, describes the contents inside and gives information about the contents, provides details about product benefits, and may also describe the warranty, provide directions for use, and indicate price, value, and usage.The role of packaging in attracting attention and providing information to customers has been growing in importance as goods that were once sold by salespersons are now being sold more often in self-service outlets.

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