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1、1What is a product 2Rest Stop:Previewing the Concepts1.What is a product?2.What is a service?3.The importance of experiences 4.What are Levels of products and services 3What is a product Products are:Includes Anything that can be offered to a market for attention,acquisition,use,or consumption and t
2、hat might satisfy a want or need.social objects,services,events,persons,places,organizations,ideas,or some combination thereof.4What is a service?Services are:Any activity,benefit,or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.E.g.,ba
3、nking,hotel,airline tickets,retail,tax preparation,home repairs.5Products,Services,and ExperiencesMarketing offerings:Includes both tangible goods and services,as well as combinations of both.Pure good:Camay soap Pure service:Legal representation Combination:Restaurant mealCreating and managing cust
4、omer experiences differentiates marketing offers from the competition.6 6Levels of Product Core customer valueActual productAugmented product7DesignProducts levelsProducts levelsInstallationDelivery and creditWarrantyServiceAugmented productActual productDesign PackageBrand nameQuality levelCore cus
5、tomervalue&benefitsCore customerValue product8 8Products levelsCore customer value:What the consumer is really buying.For example,what are core value you want to get when you buy Starbucks coffee?9 9Products levelsActual product:Includes the brand name,features,design,packaging,and quality level.101
6、0Products levels Augmented product:Additional services and benefits such as delivery and credit,instructions,installation,warranty,and service.11The insights of products levels When designing products,marketers must define the core customer values that the product offers,product attributes that the
7、customer needs.Then marketers design actual product,and try their best to create more customer value and satisfied customer experience 2012 Principles of Marketing:An Asian Perspective1112Walmart：friendly workers offer low-price,high-quality products with unique services启示启示Questions:what are produc
8、ts levels of Walmart 13niWalmart：Core-customer value is offer low-price,high-quality productsaugmented product is friendly workers with uni启示启示Answers:what are products levels of Walmart 14Allen et al.s(2008)research inproducts levelsAllen et al.s research indicates that consumers assess the taste o
9、f a food or beverage by comparing the human values symbolised by the product to the human values they pay much more attention to.When there is valuesymbol congruency,consumers experience better taste and develop a more favourable attitude and behaviour intention,while incongruence has the opposite e
10、ffect.2012 Principles of Marketing:An Asian Perspective1415Allen et al.s(2008)research inproducts levelsIn Allen et al.s study,participants in the two taste tests were told the correct identity of a product or were misinformed.Those who endorsed the values symbolised by the product(that they thought they tasted)evaluated the product more favourably.2012 Principles of Marketing:An Asian Perspective15