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Products, Services, and Brands - Coggle Diagram
Products, Services, and Brands
What is a product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
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Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
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Classification
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Convenience products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.
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Organization marketing: activities to create, maintain or change the attitudes and behavior of target consumers toward an organization.
Social marketing is the use of commercial marketing concepts and tools in programs designed to bring about social change.
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Services Marketing
Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Service inseparability means services are produced and consumed at the same time and cannot be separated from their providers.
Service variability means that the quality of services depends on who provides them as well as when, where, and how they are provided.
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Service profit chain: the chain that links service firm profits with employee and customer satisfaction.
Internal marketing: orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
Interactive marketing means that service quality depends heavily on the quality of the buyer-seller interaction during the service encounter.
Branding Strategy
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Brand strategy decisions involve brand positioning, brand name selection, brand sponsorship, and brand development.