8-1
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
it ’s good and
good for you
Chapter Eight
Product, Services, and Brands:
Building Customer Value
8-2
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
Product, Services, and
Branding Strategy
•What Is a Product?
•Product and Services
Decisions
•Services Marketing
•Branding Strategy: Building
Strong Brands
Topic Outline
8-3
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
What Is a Product?
Product is anything that can be offered in a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want
Service is a product that consists of
activities, benefits or satisfaction that is
essentially intangible and does not result
in the ownership of anything
Products, Services, and Experiences
8-4
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
What Is a Product?
Experiences represent what buying the product or
service will do for the customer
Products, Services, and Experiences
8-5
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
What Is a Product?
Levels of Product and Services
8-6
Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall
What Is a Product?
Consumer
products
Industrial
products
Product and Service Classifications
What Is a Product?
•Consumer products are products and
services for personal consumption
•Classified by how consumers buy them
–Convenience products
Product and Service Classifications
