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The document defines key concepts related to products and services, including their classifications, levels, and decision-making processes. It outlines the core, actual, and augmented product levels, as well as various types of consumer and industrial products. Additionally, it discusses marketing strategies for organizations, individuals, places, and ideas, along with individual product decisions, product line decisions, and product mix decisions.

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14 views6 pages

Tài liệu không có tiêu đề

The document defines key concepts related to products and services, including their classifications, levels, and decision-making processes. It outlines the core, actual, and augmented product levels, as well as various types of consumer and industrial products. Additionally, it discusses marketing strategies for organizations, individuals, places, and ideas, along with individual product decisions, product line decisions, and product mix decisions.

Uploaded by

longle27101207
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Product

- Def of product: Anything that can be offered to a market for


attention, acquisition, use, or consumption that might satisfy a
want or need

- Def of service: An activity, benefit, or satisfaction offered for


sale that is essentially intangible and does not result in a
customer’s ownership of anything

- Def of customer experience: A market offering with a strong


sensory or emotional component that plays out for the
customer over time

- Level of product and service:

+ Core Benefit: The core benefit is the fundamental service or


problem-solving benefit that the customer is really buying. It
addresses the basic need or want that the product or service
satisfies.

+ Actual Product: This is the tangible, physical product or the


specific service being offered. It includes the design, features,
quality, brand name, and packaging. The actual product
transforms the core benefit into a concrete offering.
+ Augmented Product: This level includes all the additional, non-
physical benefits and services that come with the product. It
enhances the overall customer experience and differentiates
the product from competitors.

- Product and Service Classifications


+ Consumer Products: These are products purchased by the
final consumer for personal use.

● Convenience Products: Low-cost, frequently purchased


items with minimal effort.
Examples: toothpaste, snacks, and cleaning supplies.

● Shopping Products: Bought less frequently, requiring more


effort in comparison and decision-making.
Examples: furniture, clothing, and electronics.

● Specialty Products: Unique items with distinctive


characteristics, for which consumers make a significant
purchasing effort.
Examples: luxury cars, designer clothes, and high-end electronics.

● Unsought Products: Products that consumers do not actively


seek or think about until needed.
Examples: life insurance, funeral services, and emergency repair
tools.

+ Industrial Products: These are products purchased for further


processing, use in conducting a business, or reselling.

● Materials and Parts: Raw materials or components used in


production.
Examples: lumber, cotton, and auto parts.
● Capital Items: Long-term assets used in production or
operations.
Examples: buildings, machinery, and equipment.

● Supplies and Services: Operating supplies and maintenance


items or business-related services.
Examples: cleaning supplies, office stationery, and legal services.

- Organizations, Persons, Places, and Ideas


+ Organizations: Organizations market themselves to build a
strong reputation, attract customers, or gain support. This is
known as organization marketing and includes both for-profit
companies and non-profits.

Purpose: To create a positive image or persuade people to


support the organization.

+ Persons: Person marketing involves efforts to market


individuals, typically to build their personal brand or promote
their services. It is commonly used for public figures such as
politicians, athletes, and celebrities.
Purpose: To create awareness, promote a cause, or enhance
marketability.

+ Places: Place marketing focuses on promoting specific


locations to attract tourists, investors, residents, or
businesses.
Purpose: To increase visits, investments, or relocation to a
particular place.

+ Ideas: Idea marketing involves promoting concepts, causes, or


values. This is often tied to social marketing, which aims to
influence behavior for societal benefits.
Purpose: To inspire action, spread awareness, or change
behavior.
- Product and Service Decisions
+ Individual Product and Service Decisions:
● Product Attributes: Define the features, quality, style, and
design of the product.
+ Product quality: The characteristics of a product or service
that bear on its ability to consistently and reliably satisfy stated
or implied customer needs.

Level: performance quality—the product’s ability to perform its


functions.

Consistency: conformance quality—freedom from defects and


consistency in delivering a targeted level of performance

+ Product Features: a competitive tool for differentiating the


company’s product from competitors’ products.

+ Product Style and Design


Style simply describes the appearance of a product.

Good design contributes to a product’s usefulness as well as


to its looks

● Branding: A name, term, sign, symbol, design, or a


combination of these that identifies the products or services of
one seller or group of sellers and differentiates them from
those of competitors

● Packaging: Design the container or wrapping to protect and


promote the product.

● Labeling: Provide information about the product on the


package, including legal requirements and branding.
● Support Services: Include after-sales service, warranties,
and customer support.

+ Product Line Decisions


A product line is a group of related products that function
similarly, target the same market, or are sold through similar
outlets.
+ Product Line Length: Decide the number of products in
a line.
Example: A smartphone company offering entry-level,
mid-range, and flagship models.

+ Line Stretching: Add products above or below the


current price range.
Example: A luxury car brand launching a more affordable
vehicle model.

+ Line Filling: Add products within the existing range to


appeal to more customers.
Example: A coffee brand introducing new flavors or
sizes.

+ Product Mix Decisions


A product mix (or portfolio) refers to the total range of
products a company offers. Decisions focus on width, depth,
consistency, and length.
+ Product mix width: the number of different product lines
the company carries

+ Product mix length: the total number of items a company


carries within its product lines.

+ Product line depth: the number of versions offered of each


product in the line.
+ Consistency: how closely related the various product lines
are in end use, production requirements, distribution channels,
or some other way

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