Ch7product产品决策

Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall
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Marketing in Action
People who buy a BlackBerry device are buying more than a cell phone. They are buying the ability to “Connect to everything you through the power of the BlackBerry smartphone.”
✓ They must then design the actual product and find ways to augment it in order to create this customer value and the most satisfying customer experience.
2. Describe the decisions companies make
regarding their individual products and services, product lines, and product mixes.
3. Identify the four characteristics that affect the
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Service
Any activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.
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Figure 7.1:
Three Levels of Product
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Levels of Product and Services
▪ Core customer value:
Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall
Leabharlann Baidu
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✓ When developing products, marketers first must identify the core customer value that consumers seeks from the product.
marketing of services.
4. Discuss branding strategy—the decisions
companies make in building and managing their brands.
Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall
– What the consumer is really buying.
▪ Actual product:
– Includes the brand name, features, design, packaging, and quality level.
▪ Augmented product:
– Additional services and benefits such as delivery and credit, instructions, installation, warranty, and service.
representation. • Combination:
Restaurant meal.
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Marketing in Action
Creating and managing customer experiences differentiates marketing offers from competitors. Umpqua Bank designs its “stores” to make banking a pleasurable experience. Their banks feature a cozy coffee bar, big-screen TVs showing investment news, comfy seating, WiFi access, and an online music store.
What Is a Service?
▪ Services:
– Services are intangible. Examples include banking, hotel accommodations, airline travel, legal services and others.
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Products, Services and Experiences
▪ Marketing offerings:
– Includes both tangible goods and services, as well as combinations of both.
• Pure good: soap. • Pure service: Legal
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Product
Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall
Products, Services, and Brands
Building Customer Value
Chapter 7
Rest Stop: Previewing the Concepts
1. Define product and the major classifications of
products and services.