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1、Chapter1Developingandmaintainingknowledgeofproductsandservice1ChapterObjectiveDefinethetermproduct,includingthecore,actualandaugmentedproduct,productline.Explainservicesclassificationsanddiscussthemarketingofservices.2Product3Inyouropinion，whatisproduct？4Defi
2、nitionAproductisanythingthatcanbeofferedtoamarketforattention,acquisition,useorconsumptionthatmightsatisfyawantorneed.Itincludesphysicalobjects,services,persons,places,organisationsandideas5ThelevelofproductsCoreproductActualproductsAugmentedproduct6Thelevelo
3、fproductscont.Coreproductistheproblem-solvingservicesorcorebenefitsthatconsumersarereallylookingforwhentheybuyaproductWhatisthebuyerreallybuying?7Thelevelofproductscont.Actualproductisaproduct’sparts,qualitylevel,styling,features,brandname,packagingandotherat
4、tributesthatcombinetodelivercoreproductbenefits8Thelevelofproductscont.Augmentedproductmeansadditionalconsumerservicesandbenefitsbuiltaroundthecoreandactualproducts.9Figure1.1:ThreeLevelsofProduct10ExerciseBaseonFigure1.1(ThreeLevelsofProduct),Taketheairlinec
5、ompanyasaexampletoillustratingthreelevelsofitsproduct11Figure1.2:Illustratingthreelevelsofproduct12ProductClassificationsProductsmayclassesbasedonthetypesofconsumersthatusethemConsumerproductsBusiness-to-businessproducts13ConsumerproductConsumerproductsarepro
6、ductsbroughtbyfinalconsumersforpersonalconsumption.Baseonhowconsumersgoaboutbuyingthem,itinclude:convenience,shopping,specialtyandunsoughtproducts14ClassificationTypesofConsumerProductsConvenienceUnsoughtGoodsSpecialtyShopping15ConvenienceproductsConsumergood
7、sandservicesthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort16ShoppingproductsGoodsandservicesthattheconsumer,intheprocessofselectionandpurchase,usuallycomparesonbasessuchassuitability,quality,priceandstyle.17Special
8、typroductsConsumergoodsandservicesthathaveuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyeriswillingtomakeaspecialpurchaseeffort.18UnsoughtproductsConsumergoodsan
