Product, Services and Brand Building Customer Value
6/17/2013
What Is a Product?
Products, Services, and Experiences
Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Experiences represent what buying the product or service will do for the customer
Chapter 8 - slide 1
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight
Products, Services, and Brands Building Customer Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
AwS/MKT202/NSU
Chapter 8 - slide 2
What Is a Product?
Levels of product and services Core benefit Actual product Augmented product
Product and Service Classifications
Product and Service Classifications • Consumer products are products and services for personal consumption • Classified by how consumers buy them
–Convenience products –Shopping products –Specialty products –Unsought products
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Consumer products Industrial products
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 8 - slide 3
Chapter 8 - slide 4
Product and Service Classifications
Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort –Newspapers –Candy –Fast food
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Product and Service Classifications
Shopping products are consumer products and services that the customer compares carefully on suitability, quality, price, and style –Furniture –Cars –Appliances
Chapter 8 - slide 5
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 8 - slide 6
1
6/17/2013
Product and Service Classifications
Specialty products are consumer products and services with
What Is a Product?
Products, Services, and Experiences
Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want Service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Experiences represent what buying the product or service will do for the customer
Chapter 8 - slide 1
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight
Products, Services, and Brands Building Customer Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
AwS/MKT202/NSU
Chapter 8 - slide 2
What Is a Product?
Levels of product and services Core benefit Actual product Augmented product
Product and Service Classifications
Product and Service Classifications • Consumer products are products and services for personal consumption • Classified by how consumers buy them
–Convenience products –Shopping products –Specialty products –Unsought products
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Consumer products Industrial products
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 8 - slide 3
Chapter 8 - slide 4
Product and Service Classifications
Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort –Newspapers –Candy –Fast food
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Product and Service Classifications
Shopping products are consumer products and services that the customer compares carefully on suitability, quality, price, and style –Furniture –Cars –Appliances
Chapter 8 - slide 5
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 8 - slide 6
1
6/17/2013
Product and Service Classifications
Specialty products are consumer products and services with