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Samenvatting Hoofdstuk 7 Marketing Fundamentals, ISBN: 9789001818661 Marketing
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Samenvatting hoofdstuk 7 Marketing Fundamentals Breda University of Applied Sciences
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Marketing Ch. 77.1 What is a product?
Product: a combination of tangible and intangible characteristics that enable an object or a service to
satisfy a customer need.
- Consumers are not particularly interested in the physical properties of a product, They are more
concerned with whether or not it meets their needs and wants.
Product levels
- The core product: the basic function or problem-solving benefits that a consumer is seeking.
- The actual product: features, design, quality level, brand name and packaging.
- The augmented product: intangible, psychological benefits and service-based features that
make the total product more attractive: ‘extras’: After-sale service, warranty, home delivery,
installation, credit and terms of payment.
Product attributes: like user-friendliness of equipment, quality of instructions manual =
characteristics that make a difference in a purchase decision or choice between brands.
7.5 Product quality and customer service.
Product Quality
:the collection of attributes and features of a product or service that influence its ability to meet
customers’ stated or implied needs, wants and expectations.
Six Sigma: the company may allow no more than 3.4 defects per million products.
Technical quality: relates to a product’s dependability and durability and reflects how well it
performs its intended function. Features like speed, reliability, safety.. can be objectively measured.
Consumer quality: relates to the overall, intangible, characteristics of a product an that is performs
as expected in satisfying the consumers needs. Features are different for every consumer, like
product’s design, colour, warranty. But also subjectively determined features, taste or scent.
Companies do not necessarily compete for the best quality, but on better Price/Quality ratio.
Product Warranty
: a written statement of what a seller promises to do if a product turns out to be defect of fails within
a certain period after being purchased.
A guarantee: is the assurance that the product is as represented and that it will provide the expected
performance.
They are especially important for:
Technical complex products with long life cycles. (espresso machines)
Products that are sold in packaging that prevents a customer from inspecting the contents.
Products for which the manufacturer’s reputation/brand name is negatively perceived.
Customer Service
: every form of assistance before, during and after the purchase that makes it easier for customers to
buy and use the product and increases the likelihood of repeat purchases.
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