I see often that people have troubles with the rule of product in combinatorics. I also see often that people who claim to not have troubles with it and try to explain it to the aforementioned clueless people just end up saying "it's just a formula, don't worry about where it came from and why we do it, just memorize it!"--not a good tactic at all.
I will say I myself don't have a deep understanding of it and will at the end of this answer tell you it is just a formula, but I hope I can help you understand the formula a bit more.
Recall from (likely) grade school where you made tree diagrams to express combinatorics problems visually. Take the following simplified question:
How many 'words' can you arrange out of the letters in the set $\{x,y,z\}$?
Our tree diagram will look like this:

Now if we count each step in our tree, we see in the first step of our tree (far left), we select one of three letters. Each is a root for its own subtree. That's $3$ trees started. So we have: $$(3\ trees).$$
Now in the second step (middle), we select one of the letters we have left that isn't the original we started with, leaving us with $2$ new choices per tree. So that is: $$(3\ trees) \times (2\ choices) = 6 \ total.$$
We now consider the final step where we choose the remaining letter. However, this step doesn't further split our tree's branches per se, it just extends them. So we get: $$(3\ trees) \times (2\ choices) \times (1\ more\ choice) = 6 \ total,$$ which is identical to our exact formula we had previously memorized, that is: $$3! = 3 \times 2 \times 1 = 6.$$
Now suppose we change around the question a little. Suppose this new condition:
After choosing $z$, choose $z$ to be an element from the set $\{a,b,c\}$.
(imagine this choice is like choosing a different configuration of AUE, but in this case instead of $3!$ choices for the configuration, we have only $3$).
Our tree diagram looks like this:

which is quite similar to before (notice we just appended the new choice onto the end since even if we put it directly after every $z$, it would have the same number of branches (try this yourself if you want!)) but with an additional step.
As with the other steps, we just multiplied the number of choices we already had by the number of new choices like so: $$(3\ trees) \times (2\ choices) \times (1\ more\ choice) \times (3\ choices\ for\ z)= 18\ total.$$
So perhaps now you have a better understanding of why we use the rule of product in the case of your question. As you can tell, it still is sort of a formula you have to know. When you have $\alpha$ ways of doing one task and $\beta$ ways of doing another, you then have $\alpha \times \beta$ ways of doing both.
For the case for addition, note very well that it is more associated with the word "or" than with the word "and". So if you want to calculate the number of ways to do $\alpha$ or $\beta$, then you will have to think about using addition, but even then it isn't so straightforward sometimes (google for inclusion-exclusion principle, among other things for more information on it).