BUS 341 Lecture Notes - Lecture 8: Destination Canada, Influenza Vaccine, Toothpaste
27 Feb 2020
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Document Summary
Product - anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. More than just tangible objects - can include services, events, people, places, organizations, ideas. Service - an activity, benefit, satisfaction offered for sale that is intangible and does not result in ownership of anything. Market offering - can be a pure tangible good in a grocery store) But many goods-and-services combinations are possible - a continuum. To differentiate offers beyond products and services, firms are creating and managing customer experiences (ex. Disney - dreams and memories) with no services attached (selling toothpaste, soap. Organization marketing - activities undertaken to create, maintain, and change the attitudes and behaviour of customers and the general public towards and organization. People can be products - politicians, entertainers, sports figures, real-estate agents, lawyers - they need to build their reputations through marketing.
