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tanner-ppt-ch06 - Chapter6 Chapter6 CreatingOfferings ,Inc...

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by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
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Chapter 6 Chapter 6 Creating Offerings Creating Offerings   © 2010 Flat World Knowledge, Inc.
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© 2010 Flat World Knowledge, Inc. 3 Learning Objectives 1.Distinguish between the three major components of an  offering: product, price, and service. 2.Explain, from both a product-dominant and a service- dominant approach, the mix of components that comprise  different types of offerings. 3.Distinguish between product platforms and product lines. What Composes an Offering? What Composes an Offering?
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• Products can be either a good, which is tangible, or a  service, which is intangible. • Many products have attributes of a good and a  service. • Products have features which are a characteristic of  the offering. • Offerings have a price that is paid for the product  benefits. Total cost of ownership (TCO)  is the amount paid to  own, use, and dispose of a product. © 2010 Flat World Knowledge, Inc. 4 Products, Cost of Ownership Products, Cost of Ownership
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• Service is an action that provides a buyer  with an intangible benefit. – A haircut is an example of a service. • Many tangible products have intangible service  components attached to them. – A meal in a restaurant has both tangible  and intangible features. © 2010 Flat World Knowledge, Inc. 5 Service Service
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© 2010 Flat World Knowledge, Inc. 6 The Product-Dominant Approach to Marketing The Product-Dominant Approach to Marketing
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© 2010 Flat World Knowledge, Inc. 7 In addition to the offering itself,  marketers should consider what  services it takes for the customer to  acquire their offerings. The Service-Dominant Approach to Marketing The Service-Dominant Approach to Marketing
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Technology platform  is the core technology  on which a product is built. • Some new offerings take a technology platform and  rebundle its benefits. • Technology platforms are not limited to tangible  products. • A product line is a group of related offerings.
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