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Products. Goods and Services - CR Cabatin

This document provides an overview of products, including the differences between goods and services, consumer versus business products, and the components of an effective product. It defines goods as physical products and services as non-physical offerings. It notes that products exist on a continuum between purely goods-based and purely services-based. The document also discusses how consumer products are for personal use while business products are for organizational needs like capital, production, and operations. Finally, it outlines key product components like features, branding, packaging, and customer service that must work together to meet customer needs.

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Rogel Cabatin
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38 views38 pages

Products. Goods and Services - CR Cabatin

This document provides an overview of products, including the differences between goods and services, consumer versus business products, and the components of an effective product. It defines goods as physical products and services as non-physical offerings. It notes that products exist on a continuum between purely goods-based and purely services-based. The document also discusses how consumer products are for personal use while business products are for organizational needs like capital, production, and operations. Finally, it outlines key product components like features, branding, packaging, and customer service that must work together to meet customer needs.

Uploaded by

Rogel Cabatin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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You are on page 1/ 38

PBA 607 Marketing Management

PRODUCTS:
GOODS & SERVICES

Graduate School, PhD BA | March 4, 2023


OUTLINE
OUTLINE

1
Differences
between goods
and services.
2 Difference between
consumer and business
products
3 The need to
appreciate the
perspective of
consumers.

4 Importance of product
quality, product design,
branding, packaging, and
customer service
5 Integration of product
components to meet
customers’ needs
what is a
PRODUCT?

An idea, a physical entity (a


good), a service, or any
combination of the three that
is an element of exchange to
satisfy individual or business
objectives.
TYPES of PRODUCTS

1 2
3 4
TYPES of PRODUCTS

1 2
3 4
TYPES of PRODUCTS

1 GOODS
Physical products with
form and substance
2 CONSUMER
PRODUCTS
Those used by consumers for
their own use and satisfaction.

3 SERVICES
Non-physical products
usually involving
performance
4 BUSINESS
PRODUCTS
Those used in the running of a
business or in the manufacture
of products for resale
Goods and Services This enables marketers to see the relative
goods and services composition of total
Continuum products.

!
A product's position on the
continuum, in turn, enables
marketers to spot
opportunities.
Product Differentiation
Exists when a firm’s offerings
differ or are perceived to differ
from those of competing firms
on any attribute, including
price.

VS
Goods and Services
Physical products Non-physical products
Characteristics of
Services

1 Intangible

2 Perishable

3 Inseparable

4 Variable
Characteristics of
Services

1 Intangible

2 Perishable

3 Inseparable

4 Variable
Characteristics of Service
Services Strategy

1 Intangible Associate service with something


tangible

2 Perishable Manage demand to utilize supply

3 Inseparable Capitalize advantages of person


providing service

4 Variable Standardize service delivery as much as


possible
CONSUMER BUSINESS
Products Products

Products that are purchased by Products purchased by a


consumers for their own personal firm or organization for its
use own use
CONSUMER BUSINESS
Products Products

1 1
2 2
3 3
CONSUMER BUSINESS
Products Products

1 Convenience
1 Capital

2 Shopping
2 Production

3 Specialty
3 Operational
CONSUMER Products

1Convenience
They are bought immediately and
without great comparison
between other options

2
Usually compared attributes
Shopping of shopping products such as
quality, price, and style
between other products.

3 Specialty
Products with unique
characteristics or brand
identification. Typically high
priced, and buyers spend more
effort in buying.
PRODUCT Components

1 PRODUCT
FEATURES
2 SERVICE
FEATURES
• QUALITY • PURCHASE SERVICES
• DESIGN • USAGE SERVICES
• BRANDING
• PACKAGING
BRANDING
A name, term, sign, symbol,
design, or combination that
a uses to identify its
products and differentiate
them from those of
competitors.
PACKAGING

Package
The container or wrapper
for a product

Label
A printed description of
the product on the
package
CUSTOMER
SERVICE
Describes the assistance
provided to help a
customer with the
purchase or use of a
product

BENEFITS
References
https://www.encyclopedia.com/finance/finance-and-
accounting-magazines/goods-and-services

https://csbweb01.uncw.edu/people/howe/classes/
MKT340/bearden .ppt/chap008p.ppt

https://corporatefinanceinstitute.com/resources/
economics/consumer-products/
End of Presentation
THANK YOU
Cheysser R Cabatin

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