COMM 131 Chapter Notes - Chapter 8: Laundry Detergent, Business Casual, Business Analysis

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Chapter 8: developing and managing products and services. Product: anything that can be offered to a market for attention, acquisition, use, or consumption that satisfies a want or need. Service: an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in ownership. Marketing-mix planning begins with building a product offering that brings value to customers. Market offerings include both tangible goods and intangible services. Pure tangible good: no services accompany the product (ie. toothpaste) Pure service: offer consists primarily of a service (ie. dentist appointment) Companies create and manage customer experiences to differentiate their offer. Organization marketing: activities undertaken to create, maintain, or change the attitudes and behaviour of target consumers toward an organization. Person marketing: consists of activities undertaken to create, maintain, or change attitudes or behaviours toward people. Place marketing: activities undertaken to create, maintain, or change attitudes or behaviours toward particular places. Levels of products and services: core customer value.