When would a product-based marketing strategy be used?

Managers at many companies think of their businesses in terms of the products and services they sell. This product-based marketing strategy is a logical way to think of a business because companies spend a great deal of effort, time, and money to design and create those products and services. When customers are likely to buy items from particular product categories or are likely to think of their needs in terms of product categories, this type of product-based organization works well. For example, both Office Depot and Staples use product categories (paper, ink and toner, printers) as the primary organizing theme in the design of their Web sites.