BUS 343 Chapter Notes - Chapter 8: Laundry Detergent, Bt Consumer, Services Marketing

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Ginger Grant

Document Summary

Product = anything that can be offered to market for attention, acquisition, use, consumption. Also services, events, persons, places, orgs, ideas, any mix. Services = form of product that consists of activities, benefits, satisfactions offered for sale. Intangible, do not result in ownership of anything. Org marketing = activities undertaken to crate, maintain, change attitudes & behaviour of customers & public toward an org. Person marketing = activities undertaken to create maintain, change attitudes/behaviour toward particular ppl. Place marketing: cities & countries compete to attract tourists, new residents, conventions, company offices, factories. Line b/t hard prods & pure services not clear cut, but in levels. Prod marketers think about products they manage as consisting of 3 levels, each one adding more customer value: core customer value = define core problem-solving benefits/services that consumers seek. Most basic level: actual product = turn core benefit into actual product.