文档介绍：Product, Services, and Branding Strategy
Chapter 7
Road Map: Previewing the Concepts
Define product and the major classifications of products and services1>.
Describe the roles of product and service branding, packaging, labeling, and product support services.
Explain the panies make when developing product lines and mixes.
Identify the four characteristics that affect the marketing of a service.
Discuss the additional marketing considerations that services require.
What is a Product?
Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
Includes: physical objects, services, events, persons, places, organizations, ideas, or bination thereof.
What is a Service?
A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Examples: banking, hotel, airline, retail, tax preparation, home repairs.
Levels of a Product
Augmented product
Actual product
Core product
Consumer Products
Products and services bought by final consumers for personal consumption.
Convenience Products
Purchased frequently & immediately
Low priced
Mass advertising
Many purchase locations
Examples: candy, soda, newspapers
Shopping Products
Bought less frequently
Higher price
Fewer purchase locat