week 19

Question 1

what is product

Answer 1

umbrealla term anyhting that can be offered to consumers and as a result consumed

so good or service

Question 2

what is service

Answer 2

from of prouct

consisting of activities benefits m satisaction offred for sale

intangible

Question 3

convenicence products

Answer 3

fasst moving consumer goods

low decison making involvment

e,g, food and snnack

Question 4

what is a shopping product

Answer 4

got medium level of involeeent most goods are here

e.g. boots , shoes , glasses

Question 5

wha are speciality /lucury products

Answer 5

one-time thing you may buy for a specific occasion (Specialty)

luxury - high end product

Question 6

what are unsoguth prodcuts

Answer 6

thigns you nto activley seekig out

e.g. funeral care

Question 7

what are the three product levels

Answer 7

core

emobodied

augemented

Question 8

core

Answer 8

real core beenfit/service

functional - what product will do

emotional - hwo make people feel

Question 9

embodeid /actua

Answer 9

consists of physical good or service that provides an expected benefit

e.g features and capabilities, durability , design , packaging, promo and brand name

physical featre

Question 10

what is augemented product

Answer 10

embodied product + other factors necessary to suppoer purchase and any post purchase activites

e.g. credit and finance , training , delivery installation

additional benefits that fo w product

Question 11

augmented product is usualyl

Answer 11

free of charge

Question 12

service is moer specific than a

Answer 12

product

Question 13

what does consumption of service not result in

Answer 13

any transfer of ownership although service process may be attached to a physcial product

Question 14

give an example of service does not result in a transfer of ownership

Answer 14

might recieve phsycoal prodcut but dont own it
e.g. consultancy - et expertice

Question 15

5 characteristics of a service

Answer 15

intangible

inseperatablity

lack of ownership

variability

perishable

Question 16

this relates to intangible we dont knwo whata service is like untill we

Answer 16

consume it

Question 17

inseperable meanig

Answer 17

cant seperate it from whoever is offering it e.g service from the marekting agency

Question 18

variabilitity meanin

Answer 18

consumer entitled to certina reighs and can claim product isnt up to standard and get reimbursed easily

not same w service

professionals aspire to provide same level of service but things just happen e.g. headache so one service may take longer than the other

Question 19

what does perishable mean

Answer 19

cant store em and keep em for future use

service starts as soon as you start consumign them and stop when you stioo

Question 20

what does lack of ownership mean

Answer 20

can own products attached to service but cant own service itself e.g got no owneship of childcare service

Question 21

due to the charactersitics of a service what are the key implications for marketing

Answer 21

got put lots of info in marketing and rely on WOM reviews

as

Question 22

what are the steps of service innovation developmetn

Answer 22

1 - product centric manufacturer - service used as aftersles product support

2- as needed service provider - afterslaes services used to compleemtn and upsell the core product

3 - full line service expert - services and prodcuts ised together to differntiate an offering and solve client lifecycle problem

4 - integrated solutions provider - services become a fully integrated element in the offering. Known as Servitization

Question 23

what is the prodcut lifeculce

Answer 23

market development / rand d

introduction

growth

maturity

decline