销售--管理有利润的客户关系9(ppt 25页)（英文版）

销售--管理有利润的客户关系9内容提要:
Objectives
Understand how firms build and manage their brands.
Know the four characteristics of services and the additional marketing considerations that services require.
Review additional product issues related to social responsibility and international marketing.
Case Study
Cosmetics companies sell billions of dollars worth of products
Consumers buy more than just a particular smell
The “promise”, image, company, name, package, and ingredients are all part of the product, as are the stores where it is sold.
Definitions
Product
Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
Service
Any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything.
What is a Product?
Products, Services, and Experiences
Market offerings, pure tangible goods, pure services, experiences
Levels of Product and Services
Core benefit, actual product, and augmented product
Product and Service Classifications.
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