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IB - Y2Q2- Summary Marketing
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Summary Marketing including all topics covered in class, excluding the readers. For Year 2, Quarter 2, Markting, Avans University of Applied Sciences
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Marketing Fundamentals Notes
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Business VisionSummary
Marketing
Year 2, Quarter 2
Simone Snepvangers
, Chapter 8 Products, services and
brands: building customer value
What is a product
Product = anything that can be ofered to a market for atenton,
acquisiton, use or consumpton that might satsfy a want or need
Service = an actvity, beneft or satsfacton ofered for sale that is
essentally intangible and does not result in the ownership of anything
Consumer products = a product bought by fnal consumers for
personal consumpton
- Convenience product = a consumer product that customer Figure 1 Three levels of product
usually buy frequently, immediately and with minimal comparison and buying efort
- Shopping products = a consumer product that the customer, in the process of selectng and
purchasing, usually compares on such atributes as suitability, quality, price and style
- Speciality product = a consumer product with unique characteristcs or brand identfcaton
for which a signifcant number of buyers is willing to make a special purchase efort
- Unsought product = a consumer product that the consumer either does not know about or
knows about but does not normally consider buying
Industrial product = a product bought by individuals and organisatons for further processing or for
use in conductng a business
- Materials and parts = include raw materials and manufactured materials and parts
- Capital items = industrial products that aid in a buyer’s producton or operatons, including
installatons and accessory equipment
- Supplies and services = supplies include operatng supplies and repair and maintenance items
(the convenience products of the industrial feldd) Business services include maintenance and
repair services and business advisory services
A product consists of more than a tangible good:
- Organisaton marketng = actvites undertaken to create, maintain or change the attudes
and behaviour of target consumers toward an organisaton
- Person marketng = actvites undertaken to create maintain or change attudes or behaviour
towards partcular people
- Place marketng = actvites undertaken to create, maintain or change attudes or behaviour
toward partcular places
- Social marketng = the use of commercial marketng concepts and tools in programmes
designed to infuence individuals’ behaviour to improve their well-being and that of society
Product and service decisions
Level 1; individual product and service decisions
Figure 2 Individual product decisions
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