Export MarketingVeikko Laine

”Product” = ?

- What the producer produces and markets

- What the customer buys

- Tangible & Intangible

- Concrete & Abstract

- Material & Immaterial

- Goods & Services

- Technical quality & Commercial quality

A ”product” has the following characteristics :

A ”product” is the combination of these two.

…do these two match…?

- Visible – Invisible

Export MarketingVeikko Laine

Compare :

”Product” = ? Cont.

A car, an automobile ?

A car is much more than, …four wheels & motor… It represents :

VW : …”a huge emotional value, which makes adrenaline flow”…

GM : “Looking, - superior visual sensations. Driving, - even stronger experiences”…

Jaguar : …”gives a -STRONG- statement”…

……car, - is a message…car, - is a message…

……and so are all products…and so are all products…

“Products” are simultaneously concrete & abstract, …Abstract & Concrete

…of the “owner”…

…to / from the “owner”…

Export MarketingVeikko Laine SERVICES= ”Product” (=>Visible+Invisible)

Services => …to make it easy for the Customer…

…services are everywhere… …we are surrounded by them… - without noticing them, ...they are taken for granted?

Services = “Product” =>Visible+Invisible.(What parts of the services are Invisible in these pics?)

Quality in Customer Services