tailieunhanh - Lecture fundamentals of marketing - Lecture 13: Product and services

After examining customer-driven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value. The product and brand are usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? In this and the next chapter, we study how companies develop and manage products and brands. | LECTURE 13 Product And Services Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Product Services and Experiences Product and Services Decisions Services Marketing Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall 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 a product that consists of activities benefits or satisfaction that is essentially intangible and does not result in the ownership of anything Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall What Is a Product Products Services and Experiences Experiences represent what buying the product or service will do for the customer Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall What Is a Product Levels of Product and Services Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall What Is a Product Product and Service Classifications Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall What Is a Product 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 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 7 What Is a Product Product and Service Classifications Convenience products consumer products and services that the customer usually buys frequently immediately and with a minimum comparison and buying effort Newspapers Candy Fast food Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall What Is a Product Product and Service Classifications Shopping products consumer products and services that the customer compares carefully on suitability quality price and style Furniture Cars Appliances Copyright 2012 Pearson Education Inc. 1- 9 .