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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