tanner-ppt-ch06 - PrinciplesofMarketing...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
by Jeff Tanner and Mary Anne Raymond by Jeff Tanner and Mary Anne Raymond Principles of Marketing
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 6 Chapter 6 Creating Offerings Creating Offerings   ©2010 Flat World Knowledge, Inc.
Background image of page 2
©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?
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
• 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
Background image of page 4
• 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
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
©2010 Flat World Knowledge, Inc. 6 The Product-Dominant Approach to Marketing The Product-Dominant Approach to Marketing
Background image of page 6
©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
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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. ©2010 Flat World Knowledge, Inc.
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/09/2012 for the course MKT 3301 taught by Professor Johnson during the Spring '11 term at University of Houston - Downtown.

Page1 / 24

tanner-ppt-ch06 - PrinciplesofMarketing...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online