COMM 223 Chapter Notes - Chapter 8: Plastic Surgery, Customer Switching, Sustainable Packaging

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Bonnie Feigenbaum

Document Summary

Product: anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Service: an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything. Product is a key element in the overall market offerings. A (cid:272)o(cid:373)pa(cid:374)(cid:455)"s (cid:373)a(cid:396)ket offe(cid:396)i(cid:374)gs ofte(cid:374) i(cid:374)(cid:272)ludes (cid:271)oth tangible goods and services: Pure tangible good: soap, toothpaste, salt (no services accompany the product) Pure services: the offer consists primarily or solely of a service (credit cards) Products are differentiated based on experience(s) in acquiring and using them. In addition to tangible products and services, marketers have broadened the concept of a product to include other market offerings: Organization: activities undertaken to create, maintain, or change the attitudes and behavior of customers and the general public toward an organization. People: activities undertaken to create, maintain, or change attitudes or behavior toward particular people (politicians, entertainers, and sports figures)