MM Chapter 12 - Marketing Management Chapter12&13: Products&Services What Is a Product Product is anything that can be offered in a market for attention

MM Chapter 12 - Marketing Management Chapter12&13:...

This preview shows page 1 - 12 out of 20 pages.

Marketing Management Chapter 12 & 13: Designing and Managing  Products & Services
Image of page 1
What Is a Product? Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want
Image of page 2
Five Product Levels
Image of page 3
Product Classification 1. Non-Durable Goods 2. Durable Goods 3. Services
Image of page 4
Consumer Goods Classification Convenience Unsought Shopping Specialty
Image of page 5
What is a Service? A service is any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.
Image of page 6
Categories of Service Mix Pure tangible good Pure tangible good Good w/ accompanying services Good w/ accompanying services Hybrid Hybrid Service w/ accompanying goods Service w/ accompanying goods Pure service Pure service
Image of page 7
Continuum of Evaluation for Different Types of Products
Image of page 8
Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability
Image of page 9
1. INTANGIBILITY Place People Equipment Communication material Symbols Price
Image of page 10
3.
Image of page 11
Image of page 12

You've reached the end of your free preview.

Want to read all 20 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes