Class 8 - SIM - Products and Services S1 18.pdf

Class 8 - SIM - Products and Services S1 18.pdf - Business...

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Business to Business Marketing MKTG 1271 Lecturers / email Wenda Leong: [email protected] Lim Cher Eng: [email protected] Course Coordinator / email Peter Walters: [email protected] Email Contact Hours: Monday to Friday: 9.00am to 5.00pm
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2 Business Products and Services Required Reading Chapters 8 & 9 of the textbook Learning Objectives Today’s Key Tasks Consider Products & Services from a B2B Marketing perspective. Learn the ‘Total Product’ model. Learn for to classify B2B Products & Services. Review Product Development Review Product Life-cycles Review Dimensions of Service Quality
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Services (or ‘Service Products’) Intangible Perishable Quality Control by Experience Measure Outcome Difficult to repeat Sell a hour Products (or ‘Physical Products’) Tangible Storable Quality Control with Data Measure Output Repeatable Sell a unit Product & Service Bundles
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4 Input Products Raw Materials - Agricultural Products (e.g. Soya) Natural Products (e.g. copper ore) Manufactured Materials & Parts - Processed materials like steel, plastics, glues, paper. Component Materials (e.g. aluminium) Component or OEM Parts (e.g. disc drives) Foundation Products Capital Equipment or Installations Buildings & Land (e.g. factories) Fixed Equipment (e.g. machine tools) Light Factory Equipment (e.g. bar code scanners) Office Equipment (e.g. furniture) Systems such as information networks, database software. Often the supplier markets “solutions” not products and services. Facilitating or MRO (Maintain / Repair / Operate) Supplies Tangible Supplies Operating Supplies (e.g. lubricants) Maintenance Items (e.g. fastenings, lightbulbs) Business Services Maintenance/Repair Services (e.g. PC repairs) Advisory Services (e.g. consultancy) Services such as contract maintenance, database and server hosting, accounting, legal services, media placements, advertising agencies and OHS training. Business product classifications A framework to classify a product by how it is used
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5 1. Proprietary/ catalog products 2. Custom-built products 3. Custom-designed products 4. Industrial services Four Types of Industrial Product Lines Another way of classifying products and services
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6 Levels of Product Attributes Tangible Core attributes Features Functions Value in use Tangible Augmented Product Attributes To enhance To help differentiate Design Source Brand Price Intangible Support Services Further enhances Delivery Warranty Installation Aftersales service Training This is a model used to structure our thinking when we analyse products. It can be considered to be an onion that has at its core the basic features and value of a product. This core is then wrapped by augmented attributes which can then help differentiate it from its competitors.
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