Professional Documents
Culture Documents
CH 8
CH 8
Principles of Marketing,
Arab World Edition
Philip Kotler, Gary Armstrong, Anwar Habib, Ahmed
Tolba
Presentation prepared by Annelie Moukaddem Baalbaki
CHAPTER EIGHT
Products, Services, and Brands:
Building Customer Value
Service is any activity or benefit that one party can offer to another that
is essentially intangible and does no result in the ownership of anything.
Brand equity is the differential effect that the brand name has
on customer response to the product and its marketing.
Desirable qualities
• Suggest benefits and qualities
• Easy to pronounce, recognize, and remember
• Distinctive
• Extendable
• Translate easy into foreign languages
• Capable of registration and legal protection
• Government
• Private not-for-profit organizations
• Business services