week 2 product, services, & branding strategy Flashcards
is anything that is offered to a
market for attention, acquisition, use, or
consumption, and that satisfy a want or a need.
It includes physical objects, services, persons,
places, organizations, and ideas, or mix of these
entities.
product
products
services are __________
goods are ___________
intangible
tangible
is a form of product that consist of activities, benefits, or
satisfaction offered for sale that are essentially intangible and do not result in the ownership of anything.
service
It consist of physical items that can be touched and seen.
pure tangible goods
The major offering are goods and gives services such as an
automobile that offers accompanying repair services.
tangible goods with accompanying services
It consist of equal parts of good and services such as restaurant.
hybrid offers
SERVICES W/ ACCOMPANYING MINOR GOODS
Major offerings are services but gives minor goods such as
airline trips with accompanying snacks
services with accompanying minor goods
It consist of efforts from the service provider such as those
offered by doctors, teachers, and ophthalmologists.
pure services
represent what buying the product or service will do for the customer. These are memorable while some products and services are not.
customer experience
enumerate the level of product / illustrate.
core customer value
actual product:
- brand name
- features
- design
- packaging
- quality
augmented product:
- delivery and credit
- after-sale service
- warranty
- product support
It is the core, problem- solving service, or core benefit that consumers are really buying when they obtain a product or
service.
core product
This may have as many as five characteristics that are combined
to deliver core product benefits.
1.Brand Name
2.Quality level
3.Packaging
4.Design
5.Features
actual product
It includes any additional consumer services and benefits
built around the core and actual products.
1.Delivery and Credit
2.Product Support
3.Warranty
4.After-sales Services
augmented product
products classification (2)
industrial products
consumer products
are those bought by individuals and organizations
for further processing or for use in conducting a business
industrial products
are those bought by final consumer for personal consumption
consumer products
CONSUMER PRODUCTS (4)
convinience products
shopping products
specialty products
shopping products
are consumer products and services that the consumer
usually buys frequently, immediately, and with a
minimum of comparison and buying effort.
convinience products
are consumer products that the consumer, in the
process of selection and purchase, characteristically
compares on such bases as sustainability, quality, price
and style.
shopping products
are consumer products with unique characteristics or
brand identification for which a significant group of buyers is
willing to make special purchase effort.
specialty products
are consumer products that the consumer either does
not know about or knows about but does not normally
think of buying.
shopping products
industrial products (3)
materials & parts
capital items
supplies and services
most are sold directly to industrial users. These
includes smaller parts which will be assembled in the
production area.
material & parts
these products aid in the buyers’ production or
operations, including machines, installations and
accessory equipment.
capital items
