Product is anything that can be offered in a market

for attention, cquisition,… that might satisfy a need

or want

Service is a product that consists of activities,

benefits or satisfaction that is essentially intangible Product, service and experience
and does not result in the ownership of anything

Experiences represent what buying the product or

Newpapers, candy,
fastfood
Furniture, cars,appliances
life insurance, funeral services,blood donations
service will do for the customer Product quality level
Product quality
Product conformance quality
Levels of Product and Service: Core customer value
=> Actual product => Augmented product
Features are a competitive tool for differentiating
the company’s product from competitors’
-Convenience products: usually buys frequently,
products.
immediately, and with a minimum comparison and Product features
buying effort Product and service attributes: communicate and The company can then assess
deliver the benefits by each feature’s value to customers versus its cost to
the company
-Shopping products: compares carefully on suitability,
quality, price, and style
WHAT IS PRODUCT? Style simply describes the
Style appearance of a product. Styles can be eye catching
-Specialty products: with unique characteristcs or or yawn producing.
brand identification for which a significant group of Product and Service Classifications
buyers is willing to make a special purchase effort Product style and design
Design is more than skin deep—it goes to
the very heart of a product. Good design contributes
-Materials and parts include raw materials and Design
to a product’s usefulness as well as
manufactured materials and parts usually sold to its looks.
directly to industrial users Individual product and service decisions

A brand is a name, term, sign, symbol, or design or a combination of

-Supplies and services include operating supplies, Branding
these that identifies the maker or seller of a product or service
repair and maintenance items, and business services

The activities of designing and producing

person marketing Packaging
the container or wrapper for a product.

place marketing Organizations, Persons, Places, and Ideas

social marketing
+Product attributes
+Product benefits
+Product beliefs and values
•Distinctive
•Extendable
+Desirable qualities
•Translatable for the global economy •Easily pronounce, recognize, remember
•Capable of registration and legal protection
+Private brand, strore brand
+Licensed brand
+Co-brand
Identify the product or brand, describe attributes,
Labeling and Logos
and provide promotion.
Product and service decisions Product support services
Line filling
Brand positioning Product line decisions Product line length
Line stretching
width
length
Product mix decisions: has 4 important demensions
-Brand name selection depth
consistency
Branding Strategy Chapter 8: Product, Service, and government
Brands: Buiding Customer value
Types of service industries private not-for-profit organizations
-Brand sponsorship
business service

intangibility
•existing brand name  new form, colors, sizes,
+Line extensions
ingredients,flavors
Variability
Nature and characteristic of a service
•A current name  new, modified product +Brand extensions Inseparability
-Brand development
•Market many differents brands multibrands Pershability

+New brands Marketing strategies for service firms

•Finds, develops a new product idea Internal service quality

Services marketing

•Sales are zero -Product development Satisfied and productive service employees

•Company’s investment costs mount This chain consists of five links Greater service value

Satisfied and loyal customers

•Slow sale growth

Healthy service profits and growth

•Profits are nonexistent Introduction

•High distribution, promotion expense Internal marketing internal marketing must precede external marketing.

•Rapid market acceptance service differentiation

•Increasing profits Interactive marketing Service quality

The service profit chain
•New competitors Growth service productivity
Product Life Cycle Strategy
•Price stability offer

•Consumer education managing service differentiation delivery

•Slowdown in sales growth image

•Many supplers Managing service quality

Maturity
•Substitute products Managing service productivity

•Increased promotion, R&D

•Sales fall off

Decline
•Profits drop