COMM-2036EL Chapter Notes - Chapter 8: Customer Service, Influenza Vaccine, Marketing Mix
28 Oct 2017
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Chapter 8 developing & managing products & services. 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 offering marketing-mix planning begins with building an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable customer relationships . Today, as products & services become more commoditized, many companies are moving to a new level in creating value. To differentiate their offers, beyond simply making products & delivering services, they are creating and managing customer experiences with their brands or their company. In addition to tangible products & services, marketers have broadened the concept of a product to include other market offerings organizations, persons, places, and ideas.
