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A company usually offers some support services. This is important as it is part of the consumer's overall brand experience.
Nowadays, customer support service can be by the means of phone, email, fax, internet or interactive voice and data technologies

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Tags or graphics part of the packaging of the product. Labeling help identify the product or brand, support the brand's positioning and add personality to the brand

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Packaging is the container or wrapper for a product. Traditionally, a package is used to hold and protect the product but it can also be used to let consumers immediately recogni a brand.

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A brand is a name, term, sign, symbol and/or design that identifies the producer of the product
Marketers can position their brand based on product attributes, desirable benefits of using the product or even based on strong beliefs and values of the company.
More importantly, the marketer should establish a mission and vision for the brand when positioning it.
A brand name should be based on the product's benefits and qualities, easy to pronounce, remember, recognise and translated, be distinctive and extendable and be capable of registration and legal protection

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Core customer value:

Most important

Defines what the customer is really buying

The package of problem-solving service or core benefit that meets his needs and wants

Actual Product:

The combined characteristics used to deliver the core value

Augmented Product:

Additional services and benefits that add value to the core and actual product

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Individual Product and Service Decisions

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Individual Product and Service Decisions

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Product attributes are characteristics of a product or service that help it satisfy customer needs.
It also serves as a competitive tool to differentiate the company's product from its competitors'
Style and design is important because the style describes the appearance of the product
and the design contributes to the product's usefulness and its appearance.

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Products and services bought by final consumers for personal consumption
Classified into 4 types:

Convenience Products: Products that consumers usually buy frequently, immediately and do not consider alternatives. Consumer products are usually cheap, widely distributed at convenient locations and promoted massively

Shopping Products: Products that consumers usually compare with alternative ones before purchasing. Consumers purchase it less frequently and will usually compare the products based on attributes. Shopping products are of higher price, selectively distributed and are promoted by personal selling or advertising

Specialty Product: Product with unique characteristics or brand identity that a large group of consumers will buy it due to strong brand preference. Specialty products are usually expensive, exclusively distributed and promoted through carefully targeted promotions

Unsought Product: Products that consumers do not usually buy. Consumers may have little product awareness  with little or even negative interest in it. Unsought products are usually promoted through aggressive advertising and personal selling

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An intangible activity, benefit or satisfaction offered for sale

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A tangible item offered to a market for attention, acquisition, use or consumption to satisfy a need or want