Anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or want
Service
A product that consists of activities, benefits, or satisfactions and that is essentially intangible and does not result in the ownership of anything
Products and services are becoming more commoditized. Companies are now creating and managing customer experiences with their brands or company.
Product and Service Classifications
Consumer products
Industrial products
Organizations, Persons, Places, and Ideas
Consumer products
Products and services bought by final consumers for personal consumption
Types of consumer products
Convenience products
Shopping products
Specialty products
Unsought products
Convenience products
Consumer products and services that the customer usually buysfrequently, immediately, and with a minimumcomparison and buying effort
Shopping products
Less frequently purchased consumer products and services that the customer comparescarefully on suitability, quality, price, and style
Specialty products
Consumer products and services with uniquecharacteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort
Unsought products
Consumer products that the consumer does not know about or knows about but does not normally think of buying
Industrial products
Products purchased for further processing or for use in conducting a business
Types of industrial products
Materials and parts
Capital items
Supplies and services
Materials and parts
Include raw materials and manufactured materials and parts
Capital items
Industrialproducts that aid in the buyer's production or operations
Supplies and services
Include operating supplies, repair and maintenance items, and business services
Other product and service classifications
Organization marketing
Person marketing
Place marketing
Social marketing
Organization marketing
Activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization
Person marketing
Activities undertaken to create, maintain, or change the attitudes or behavior of targetconsumers toward particular people
Place marketing
Activities undertaken to create, maintain, or change attitudes and behavior toward particular places
Social marketing
Uses commercial marketing concepts to influence individuals' behavior to improve their well-being and that of society
Individual product and service decisions include communicating and delivering benefits through product and service attributes such as quality, features, style and design.
Product quality characteristics
Total quality management
Return-on-quality
Quality level
Performance quality
Conformance quality
Product features
Competitive tool for differentiating a product from competitors' products, assessed based on the value to the customer versus its cost to the company
Style
The appearance of the product
Design
Contributes to a product's usefulness as well as to its looks
Brand
The name, term, sign, or design or a combination of these, that identifies the maker or seller of a product or service
Packaging
Designing and producing the container or wrapper for a product
Labels
Identify the product or brand, describe attributes, and provide promotion
Product support services
Augment actual products
Product line
A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges
Product line length
The number of items in the product line, including line stretching and line filling
Product mix
All the product lines and items that a particular seller offers for sale, including width, length, depth, and consistency
Service firms often require additional marketing strategies beyond traditional ones, including the service-profit chain, internal marketing, and interactive marketing.
Service-profit chain
Links service firm profits with employee and customer satisfaction through internal service quality, satisfied and productive service employees, greater service value, satisfied and loyal customers, and healthy service profits and growth
Internal marketing
The service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction
Interactive marketing
Service quality depends heavily on the quality of the buyer-seller interaction during the service encounter, including service differentiation, service quality, and service productivity
Brand equity
The differential effect that knowing the brand name has on customer response to the product or its marketing