Kotler Keller 12 Lampung University科特勒凯勒12 楠榜大学.pptVIP

Setting Product Strategy What is a Product? A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. Figure 12.1 Components of the Market Offering Figure 12.2 Five Product Levels Product Classification Schemes Durability and Tangibility Consumer Goods Classification Product Differentiation Product form Features Customization Performance Conformance Durability Reliability Repairability Style Service Differentiation Ordering ease Delivery Installa