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Marketing Management Chapter 10

Marketing Management Chapter 10

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Published by: Soumya Jyoti Bhattacharya on Apr 20, 2010
Copyright:Attribution Non-commercial

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09/27/2013

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© SHH Kazmi, 2007
Excel BooksMarketing Management
Text and Cases
,
 
S H H Kazmi10-1Product Concepts
 
Marketing Management
Text and Cases
Excel Books10-1
ProductConcepts
10
Chapter 
 
© SHH Kazmi, 2007
Excel BooksMarketing Management
Text and Cases
,
 
S H H Kazmi10-2Product Concepts
³
 A product is anything, tangible or intangible, which can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.´ 
Thus
, a prod
uct
 
c
an be a p
hys
i
c
al en
t
i
ty
(e.g.,
c
omp
ut
er,
sh
ir 
t
, or 
s
oap),
s
ome
s
ervi
c
e (e.g.,
h
eal
thc
are,
tu
i
t
ion, or bank), a re
t
ail
st
ore (e.g., m
us
i
c
 
st
ore,lo
c
ali
ty
gro
c
er, or 
su
permarke
t
), a per 
s
on (e.g., a
s
inger, p
hys
i
c
ian, or poli
t
i
c
ian),an organi
s
a
t
ion (e.g., b
us
ine
ss
organi
s
a
t
ion,
t
rade organi
s
a
t
ion, or no
t-f 
or 
-
pro
i
t
 organi
s
a
t
ion), a pla
c
e (e.g., village,
c
i
ty
, or 
c
o
u
n
t
y
), or idea (e.g.,
s
o
c
ial i
ssu
e
s
,
c
on
c
ep
ts
, or pop
u
la
t
ion
c
on
t
rol). We
us
e
th
e word µprod
uct¶
inn
u
merabl
y
inever 
y
da
y
li
e.
 
© SHH Kazmi, 2007
Excel BooksMarketing Management
Text and Cases
,
 
S H H Kazmi10-3Product Concepts
 A
prod
uct
 
c
an be de
sc
ribed a
t
 
ive level
s:
Th
e
ir 
st
level i
s
 
th
e
cor 
e benefit 
Th
e
s
e
c
ond level i
s
a
ene
p
ro
du 
Th
e
th
ird level i
s
 
th
e
expe
ted p
ro
du 
Th
e
o
u
th
level i
s
 
th
e
au 
gm
ented p
ro
du 
Th
e
i
fth
level i
s
 
th
e
 p
o
tential p
ro
du 

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