solomon08_basic - CHAPTER 8 Creating the Product M A R K E...

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Unformatted text preview: CHAPTER 8 Creating the Product M A R K E T I N G Real People, Real Choices 8-2 Chapter Objectives • Explain the layers of a product • Describe the classifications of products • Explain the importance of new products • Describe how firms develop new products • Explain the process of product adoption and the diffusion of innovations 8-3 The Core Product • Consists of all the benefits the product will provide for consumers or business customers • A customer purchases a 1/2” drill bit. What does he want? – A 1/2” hole! • Marketing is about supplying benefits, not products 8-4 The Actual Product • Consists of the physical good or delivered service that supplies the desired benefit • Example: – A washing machine’s core product is the ability to get clothes clean, but the actual product is a large, square, metal apparatus • Actual product also includes appearance, styling, packaging, & the brand 8-5 The Augmented Product • Consists of the actual product plus other supporting features such as warranty, credit, delivery, installation, & service • Have you heard: “sell the sizzle not the steak?” 8-6 Classifying Consumer Products • By how long they last – Durable – Nondurable • By how consumers buy them – Convenience – Shopping – Specialty – Unsought 8-7...
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This note was uploaded on 10/19/2009 for the course MKT 08773 taught by Professor R.grown during the Spring '09 term at University of Arizona- Tucson.

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solomon08_basic - CHAPTER 8 Creating the Product M A R K E...

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