Textbook Notes (270,000)
CA (160,000)
Queen's (3,000)
COMM (600)
Chapter 8

Chapter 8 - Products and Services.docx


Department
Commerce
Course Code
COMM 131
Professor
Jacob Brower
Chapter
8

This preview shows page 1. to view the full 5 pages of the document.
Marketing: Chapter 8 – Products and Services (Week 5)
Product: Anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need
Service: An activity, benefit, or satisfaction offered for sale that is essentially intangible
and does not result in the ownership of anything
Pure Tangible Good: No services accompany the product
Pure Services: No goods accompany the service
Organization Marketing: activities undertaken to create, maintain, or change the attitudes
and behavior of target consumers toward an organization
Corporate Image Advertising: marketing the corporation themselves and polishing their
image
LEVELS OF PRODUCTS AND SERVICES:
Core Benefit:
oWhat is the buyer really buying?
Actual Product:
oSpecific attributes of he product
Augmented Product:
oAdditional customer services and benefits
You're Reading a Preview

Unlock to view full version

Only page 1 are available for preview. Some parts have been intentionally blurred.

Marketing: Chapter 8 – Products and Services (Week 5)
Two Types of Product Classifications:
1. Consumer Products:
Products bought by final consumer for personal consumption
Type of Consumer Product
Marketing
Considerations Convenience Shopping Specialty Unsought
Customer buying
behavior Frequent purchase,
little planning, little
comparison or low
shopping effort, low
customer
involvement
Less frequent
purchase, much
planning and
shopping effort,
comparison of
brands on price,
quality, style
Strong brand
preference and
loyalty, special
purchase effort, little
comparison of
brands, low price
sensitivity
Little product
awareness,
knowledge (or, if
aware, little or even
negative interest)
Price Low price Higher price High price Varies
Distribution Widespread
distribution,
convenient locations
Selective distribution
in fewer outlets Exclusive
distribution in only
one or a few outlets
per market area
Varies
Promotion Mass promotion by
the producer Advertising and
personal selling by
both producer and
resellers
More carefully
targeted promotion
by both producer and
resellers
Aggressive
advertising and
personal selling by
producer and
resellers
Examples Toothpaste,
magazines, laundry
detergent
Major appliances,
televisions, furniture,
clothing
Luxury goods, such
as Rolex watches or
fine crystal
Life insurance,
donations to
Canadian Blood
Services
2. Industrial Products
Product bought by individuals and organizations for further processing
or for use in conducting a business
Includes:
oMaterials and Parts
Raw materials: farm products, natural products
Manufactured materials: Component materials,
component parts
oCapital Items
Industrial products that aid in the buy’s production or
operations, including installations and accessory
equipment
oSupplies and Services
Operating supplies, and repair and maintenance items
Maintenance and repair services
PRODUCT LIFE-CYCLE:
You're Reading a Preview

Unlock to view full version