Marketing: An Introduction
Marketing: An Introduction
Thirteenth Edition
Chapter 7
Products, Services, and Brands: Building Customer value
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First Stop Go Pro: Be a Hero
GoPro's runaway success comes from understanding that it's selling much more than wearable sportsaction video cameras.
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
What Is a Product?
? A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
? A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything.
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Products, Services, and Experiences (1 of 2)
? Market offerings include both tangible goods and services
? Companies create and manage customer experiences with their brands or companies.
? To differentiate their offers from that of the competitors
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Products, Services, and Experiences (2 of 2)
Verizon's redesigned Smart Stores create lifestyle experiences.
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
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