Chapter 6 Product.Services and Branding Strategies
Chapter 6 Product, Services and Branding Strategies
-What is a Product?
一．What is a Product?
1. What is a Product? A Product is 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 Combinations of the above
1. What is a Product? • A Product is 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 – Combinations of the above
What is a Service? A Service is a form of product that consist of activities,benefits,or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. ·Examples include: -Banking Hotels Tax Preparation -Home Repair Services
What is a Service? • A Service is a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. • Examples include: – Banking – Hotels – Tax Preparation – Home Repair Services
Products,Services,and Experiences Tangible Good Service Pure With Hybrid With Pure Tangible Accompanying Offer Accompanying Service Good Services Minor Goods Auto With Airline Trip Soap Accompanying Restaurant With Doctor's Repair Accompanying Exam Services Snacks The Product-Service Continuum
Products, Services, and Experiences Pure Tangible Good Pure Service Soap Tangible Good With Accompanying Services Auto With Accompanying Repair Services Hybrid Offer Restaurant Service With Accompanying Minor Goods Airline Trip With Accompanying Snacks Doctor’s Exam