Products, services and brands: building customer value - What Is a Product?
21 important questions on Products, services and brands: building customer value - What Is a Product?
What is a product?
When talking about products, we consider three levels: core, actual and argument products. What's the difference?
The actual product is about the features, capabilities, design, packaging and brand name etc. It basically the translation of the core benefit into a product.
The argumented product is about additional benefits, delivered with the product, e.g. Customer service, warranty, delivery and credit, personnel, installation and after sales.
When talking about products, we consider three levels: core, actual and argument products. What's the difference?
The actual product is about the features, capabilities, design, packaging and brand name etc. It basically the translation of the core benefit into a product.
The argumented product is about additional benefits, delivered with the product, e.g. Customer service, warranty, delivery and credit, personnel, installation and after sales.
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Name a few examples of tangible products?
- Computers
Consumer products are products and services bought by final consumers for personal consumption. We distinguish the following:
- Convenience
- Shopping
- Specialty
- Unsought
- Industrial
What's the difference between the above?
Shopping products; products and services that consumers by less frequently, and are more carefully about price, quality etc. Higher price, selective distribution in fewer outlets, advertising and personnel selling by both the producer and resellers. E.g. Major appliances, televisions, furniture, clothing.
Specialty products; products with unique characteristics that people make a special purchase effort for. High price, exclusive distribution in only one or a few outlets per market area, more carefully targeted promotion by both the producer and resellers. E.g. Luxury goods such as Rolex.
Unsought products; products or services of which people don't know it exists or they don't consider it to buy. The price as well as the distribution varies. E.g. Life insurance and Red Cross blood donations.
Industrial products; products purchased for further processing.
Name a few examples of intangible products?
- Events
- Places
-Organizations
What's the difference between organization, person, place and social marketing?
- Organisations
- Particular people (well-known personalities)
- Place
- individual and societal well-being
What is the objective of marketers?
Offerings are divided in 3 levels, based on the marketing value they add, which?
2. Actual product
3. Augmented product
Name characteristics of shopping products?
Name characteristics of unsought products?
Name some examples of shopping products?
Name some examples of unsought products?
What are capital items that facilitate buyer's operations and production and can be in the form of installation?
And what are accessory capital items?
Which 3 supplies does supplies and services consist of?
What is person marketing?
What is place marketing?
Classificaties consumenten diensten en producten
Service profit chain
What are the decision a company has to make regarding individual products?
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