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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

rofianto@gmail.com