MKTG 301 Chapter Notes - Chapter 7: Ipod, Brand Equity, Iphone 5C
Document Summary
Product: anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Services: an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything. A key element in the overall marketing offering. Market offers may consist of pure tangible goods and also pure services. Beyond products and services, companies are creating and managing customer experiences with their brands or companies. Experiences have always been an important part of marketing for companies. Need to think about products and services on 3 levels: Need to develop product and service features, a design, a quality level, a brand name, and packaging. Build around the core benefit and actual product by offering additional consumer services and benefits. Delivery and credit, product support, warranty, after sale service. Products and services fall under two main classifications: Consumer products: bought by final consumers for personal consumption.
