A product is anything that meets the requirements of a particular market, this term involves a lot of dimensions because it is essential to recognize what contributes to the “total product offer”1 in order to be successful in the market or simple to keep our customers satisfy. A service is an intangible economic activity, not stored and does not result in ownership; Services nowadays are becoming more important and growing faster and consumers are more apprehensive with performance and satisfaction when they use a service or buy a product. For that reason, making decisions about services and products has been becoming a big challenge for marketers. First of all there are 3 levels of a product marketing, the first one is core product benefits, it refers to the perceived value, image, the performance and features, the second one is the Product attributes like brand name, quality, design, staff behavior, price and packaging and the third one is the support services it focus on the Services in the deliver of the product or the after sales services; this three levels are the base of the possibilities that marketers have to standardize the product. In order to be distinctive the differentiation of the core product is a different way of satisfying the same need or want but creating an additional value to the costumer and competitive advantage for the company; to make this possible marketers should include and evaluate five elements quality, features, style and design, branding, packing, labeling and product support services. These 5 elements implicate a certain characteristics that focused in how the consumers perceive these elements, what is the consumer perception of quality? What is the impact of the design and style of the product in the buying behavior? How can I attract attention with my package? How can I promote the product with the labels? And which services can add value to my product “guarantees, livery, hotline”. Another aspect are the Product lines, there...
Bibliography: Hollensen Svend, Opresnik Marc, Marketing a Relationship perspective, 2010 Verlag Franz Vahlen GmbH Paul G. Keat,Philip K. Y Economia de Empresa / Business Economics.
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