Products, Services, and Brands: Building Customer Value
8 Chapter
Products, Services, and Brands: Building Customer Value
Course: Mkt 202 Lecturer: Emran Mohammad
Chapter Learning Outcomes
?Topic Outline
?8.1 What Is a Product? ?8.2 Product and Services Decisions ?8.3 Branding Strategy: Building Strong Brands ?8.4 Services Marketing
Ch 8 -2
Copyright ? 2011 Pearson Education
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.
Service is any activity or benefit that one party can offer to another that is essentially intangible and does no result in the ownership of anything.
Experiences represent what buying the product or service will do for the customer.
Ch 8 -3
Copyright ? 2011 Pearson Education
Levels of Product
Ch 8 -4
Copyright ? 2011 Pearson Education
Product and Service Classifications
Consumer products Industrial products
Ch 8 -5
Copyright ? 2011 Pearson Education
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