Products and Services
Marketing Offers-Services, Products and Experiences
Companies introduce needs by putting forth a value proposition, a set of benefits that they promise to consumers to satisfy their needs.
a. The value proposition is satisfied through a marketing offer-some arrangement of services, products, information, or experiences offered to a market to fulfil a need or want.
b. The concept of manufacture is not limited to physical objects and may include experiences, places, persons, organizations, information, and ideas.
C. Be careful of paying attention to the manufacture and not the benefit being satisfied.
d. "Marketing myopia" is caused by losing sight or short sightedness of underlying customer needs by only focusing on existing wants.
e. Intellectual marketers create brand meaning and brand experiences for consumers.