市场营销学英文版最新版教学ppt课件第7章.pptxVIP

Chapter 7 Products, Services, and Brands: Building Customer value Marketing: An Thirteenth Edition 1 Introduction Learning Objectives (1 of 4) 7-1. Define product and describe the major classifications of products and services. 7-2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. 2 Learning Objectives (2 of 4) 7-3. Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. 7-4. Discuss branding strategy—the decisions companies make in building and managing their brands. 3 GoPro’s runaway success comes from understanding that it’s selling much more than wearable sports- action video cameras. First Stop Go Pro: Be a Hero 4 5 Learning Objective 7-1 Define product and describe the major classifications of products and services. 6 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. • A service is an activity, benefit, or satisfaction offered for sale; it is intangible and does not result in ownership of anything. Products, Services, and Experiences (1 of 2) • Market offerings include both tangible goods and services • Companies create and manage customer experiences with their brands or companies. – To differentiate their offers from that of the competitors 7 7 Products, Services, and Experiences (2 of 2) Verizon’s redesigned Smart Stores create lifestyle experiences. 8 9 Figure 7.1 - Three Levels of Product 10 Product and Service Classifications • Consumer products are bought by final consumers for personal consumption. • Industrial products are bought by individuals and organizations for further processing or for use in conducting a business. – Materials and parts, capital