Marketing_L5(2013)
.pdf
Academic year 2013-2014
Marke&ng
Lecture 5
Yana Shigina
Marke&ng department NRU HSE
Content for today
• Products
• Services
• Brands
Building Customer Value
• What Is a Product?
• Product and Service Decisions
• Services Marke&ng
• Branding Strategy: Building Strong Brands
What Is a Product?
Product
Anything that can be o ered to a market for aOen&on, acquisi&on, use, or consump&on that might sa&sfy a want or need.
Service
An ac&vity, benefit, or sa&sfac&on o ered for sale that is essen&ally intangible and does not result in the ownership of anything.
Products, Services, and Experiences
Market o ering
Tangible goods and services |
Customer experiences |
Profitable customer rela/onships
Products, Services, and Experiences
Nike
“It’s not so much the shoes but where they take you.”
Products, Services, and Experiences
“A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it. Successfully managing the customer experience is the ul/mate goal”
Levels of Product and Services
Product and Service Classifica&ons
Industrial product |
Consumer product |
A product bought by individuals and |
A product bought by final |
organiza&ons for further processing |
consumers for personal |
or for use in conduc&ng a business. |
consump&on. |
• Materials and parts(raw materials and manufactured
• materials and parts)
• Capital items(installa5ons and accessory equipment)
• Supplies and services