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The Product Concept

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What is a Product? • The Goods-Services Continuum • Product Hierarchy and Product Mix • Product Categories & Characteristics •Marketing Instrument Focus: Product Packaging • Services Categories & Characteristics •Marketing Instrument Focus: The Servicescape

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JAMES COOK UNIVERSITY SINGAPORE
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Institution
JAMES COOK UNIVERSITY SINGAPORE
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MGMT081
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Document information

Uploaded on
November 5, 2022
Number of pages
81
Written in
2021/2022
Type
Class notes
Professor(s)
Dr. drew franklin
Contains
All classes

Subjects

  • product mix
  • product categories
  • product packaging
  • service categories

Content preview

The Product Concept
MKTG860 Marketing Management, Week Four Lecture
Dr Drew Franklin

,Agenda, Today
• What is a Product?
• The Goods-Services Continuum
• Product Hierarchy and Product Mix
• Product Categories & Characteristics
• Marketing Instrument Focus: Product Packaging
• Services Categories & Characteristics
• Marketing Instrument Focus: The Servicescape

,What is a Product?

, What is a Product?
• Anything that can be offered to a market to satisfy a
want or need.
• Includes physical goods, services, experiences and
events.
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