BUS 343 Study Guide - Final Guide: Services Marketing, Internal Communications
16 Apr 2019
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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. The most basic level is the core customer value, which addresses the question what is the buyer really buying? . At the second level, product marketers must turn the core benefit into an actual product the physical device with all its features and associated brand name and packaging. the augmented product the additional services and benefits that go with it. They must then design the actual product and find ways to augment it to create this customer value and the most satisfying customer experience. Consumer products include convenience products, shopping products, specialty products, and unsought products. Convenience products are consumer products and services that customers usually buy frequently, immediately, and with a minimum of comparison and buying effort. Shopping products are less frequently purchased consumer products and services that shoppers compare carefully on suitability, quality, price, and style.
