Principles of Marketing Chapter 8 Product‚ Services‚ and Branding Strategy 1 Product‚ Services‚ and Branding Strategy Topic Outline • What Is a Product? • Product and Services Decisions • Branding Strategy: Building Strong Brands • Services Marketing 2 What Is a Product? Products‚ Services‚ and Experiences Product is anything that can be offered in a market for attention‚ use‚ or consumption that might satisfy a need or want. • Apple IPod‚ Toyota‚ Caffé Mocha at Starbucks Service is a form
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physical good and pure service by its characteristic. For service it has actually characteristic that separate from physical good- Service has four characteristic: * Intangibility the service cannot be touched or viewed‚ so it is difficult for clients to tell what they will be getting from the service. * Inseparability of production and consumption the service is being produced at the same time that the client is receiving it (e.g. during an online search‚ or a legal consultation).
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Executive Summary Cape Breton Boat Rentals is a boat rental company owned by Bruce MacLean and operated by his brother Malcolm Maclean. Although their reception was welcoming in the year 1988‚ their selling price could be said is at below the actually operating cost. To avoid the same situation in 1989‚ the MacLean bothers had to improvise and make aggressive decisions like for example tripling their advertisements. We will show possible ways and methods on how they would have improved in marketing
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Principles of Marketing‚ 14e (Kotler) Chapter 8 Products‚ Services‚ and Brands: Building Customer Value 1) We define a ________ as anything that can be offered to a market for attention‚ acquisition‚ use‚ or consumption and that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter Answer: D Diff: 1 Page Ref: 224 Skill: Concept Objective: 8-1 2) ________ are a form of product that consists of activities‚ benefits‚ or satisfactions
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A product is anything that meets the requirements of a particular market‚ this term involves a lot of dimensions because it is essential to recognize what contributes to the “total product offer”1 in order to be successful in the market or simple to keep our customers satisfy. A service is an intangible economic activity‚ not stored and does not result in ownership; Services nowadays are becoming more important and growing faster and consumers are more apprehensive with performance and satisfaction
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characteristics which make them different from that of goods. The most common characteristics of services are Intangibility‚ Inseparability‚ Perish ability and Variability. Intangibility Services are said to be intangible - they cannot be seen or tasted before the customer purchases them . This can cause lack of confidence on the part of the consumer. For a plastic surgeon intangibility of service has the following implications 1) Services cannot be inventoried. One cannot store plastic surgery
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Service Industry in Context Euro Disney Introduction This assignment aims to define service industries and classify the key elements of Euro Disney by discussing competitors‚ product and service offering‚ characteristics‚ drawbacks and recommendations. Part A Euro Disney is a branch of the Walt Disney group and opened in April 1992 to join the Disney trend and fellow Disney theme parks in America and Tokyo. Disney land opened in 1955 on an 80 acre site in the suburban town of Anaheim. Euro
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Pure Tangible Good Hybrid Pure Service Soap Cell phone Babysitting Slide 5 of 29 Service Characteristics Intangibility Variability Perishability Empty seats Inseparability Slide 6 of 29 Intangibility Create tangible elements • Place • People • Equipment • Communication material • Symbols • Price Slide 7 of 29 Inseparability Work Faster Add More Service Providers Work with Larger Groups Slide 8 of 29 Variability Offer Guarantees Monitor
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Service Quality Definition of Service Service is largely intangible and is normally experienced simultaneously with the occurrence of production and consumption. It is the interaction between the buyer and the seller that renders the service to customers (Groonroos‚ 1988). Kotler & Keller‚ (2006) defines service as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Services refers to “economic activities
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doesn’t result in a change in ownership. Thus service brands are those utilities that have as their core‚ the five attribute of services vis • Intangibility: not existing in physical form • Invisibility: cannot be seen • Inseparability: cannot be separated from the provider • Perishability: transitory‚ i.e. not likely to last • Heterogeneity: consisting of many different things These attributes that form the nature of services are the foundation around which certain essential offerings
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