Chapter 8
Product, Services, and Brands:
Building Customer Value
Products, Services, and Experiences
•
A
product
is anything that can be offered to a
market for attention, acquisition, use, or
consumption that might satisfy a want or
need. Broadly defined, “products” also include
services,
events,
persons,
places,
organizations, ideas, or mixes of these.
•
Services
are a form of product that consists of activities,
benefits, or satisfactions offered for sale that are essentially
intangible and do not result in the ownership of anything.
•
A company’s market offering often includes both tangible
goods and services. At one extreme, the offer may consist of a
pure tangible good,
such as soap or toothpaste. At the other
extreme are
pure services,
for which the offer consists
primarily of a service.
•
To differentiate their offers, marketers are creating and
managing
customer experiences
with their brands or
company, it represents what buying the product or service
will do for the customer
Levels of Product and Services
Consumers see products as complex bundles of
benefits that satisfy their needs. When developing
products, marketers first must identify the core
customer value that consumers seek from the product.
They must then design the actual product and find
ways to augment it to create this customer value and
the most satisfying brand experience.
Products and services classifications
There are two main classifications of products:
consumer products
and
industrial products
.
A-
Consumer
products
:
are
products
and
services for personal consumption. They are
classified by how consumers buy them into:
1-
Convenience products
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