Chapter Eight - جامعة الملك سعود
Chapter Eight
Product, Services, and Brands: Building Customer Value
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 8 - slide 1
Product, Services, and Branding Strategy
Topic Outline
? What Is a Product? ? Product and Services
Decisions ? Branding Strategy:
Building Strong Brands ? Services Marketing
Copyright ? 2010 Pearson Education, Inc.
Chapter 8 - slide 2
What Is a Product?
Products, Services, and Experiences
Product is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Copyright ? 2010 Pearson Education, Inc.
Chapter 8 - slide 3
What Is a Product?
Levels of Product and Services
Copyright ? 2010 Pearson Education, Inc.
Chapter 8 - slide 4
What Is a Product?
Product and Service Classifications
Consumer products
Industrial products
Copyright ? 2010 Pearson Education, Inc.
Chapter 8 - slide 5
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