This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
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
Trusted by Thousands of
Students
Here are what students say about us.
Resources
Company
Copyright ©2022 All rights reserved. | CoursePaper is not sponsored or endorsed by any college or university.