Products, Services, and Brands - · PDF fileProduct Life-Cycle Strategy. Product Decisions and...
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Products, Services, and Brands Building Customer Value W. Rofianto
Transcript of Products, Services, and Brands - · PDF fileProduct Life-Cycle Strategy. Product Decisions and...
Products, Services, and Brands
Building Customer Value
W. Rofianto
Today, many kinds of firms are recasting their traditional goods and
services to create experiences.
Service An activity, benefit, or satisfaction
offered for sale that is essentially
intangible and does not result in
the ownership of anything
ProductAnything that can be offered to a
market for attention, acquisition,
use, or consumption that might
satisfy a want or need.
Levels of Product and Services
Consumer Products
Organizations, Persons,
Places, and Ideas
Product and Service Decisions
quality,
features,
style &
design
Product Mix/Portfolio
The set of all product lines and items that a particular seller offers for sale.
# of items
in the product line
# product lines
Product line
depth refers to
the number of
versions
offered of each
product in the
line
Characteristics of a Service
Services Marketing
Service companies face three major marketing tasks:
increase service differentiation, service quality, and service productivity.
Service Marketing
Triangle
Building Strong Brands
Brand Development Strategies
New Product Development
Product Life-Cycle
Styles, Fashions, and Fads
Product Life-Cycle Strategy
Product Decisions and Social Responsibility
International Product and Services Marketing
