GG394 Lecture Notes - Lecture 11: The Strongest, Built Environment, Enotourism
Document Summary
A product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. Includes: physical objects, services, events, person, places, organizations, combination of the above. Facilitating products: must be present for the guest to use the core service. Example: drill to get hole therefore the hole is the core product. Hotel and the bedroom for the good night sleep. Supporting products: add value to the core product. Augmented product: physical environment, accessibility, interactions, physical environment. Example: the d cor of the place, opening hours. Elements that enhance positioning and create augmented products: atmosphere, customer interaction with service delivery system, customer interaction with other customers, customer co production. Brand: name, term, symbol and design of the product. Advantages of brand names: consistency, quality and value. Brand equity: strong brands association, perceived quality, name awareness, high brand loyalty.
