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PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE
1. What is product?
Products are a key element in the overall market offering
2. Product and service decisions
Individual product
Product line: Line filling and Line stretching
Product mix consists of all the product lines and items that a particular seller offers for sale.

•Width

•Length

•Depth

•Consistency

3. service marketing
The nature and characteristics of a Service
Makerting strategies for Service firms
The Service Profit Chain
4. Branding Strategy

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(nature and characteristics)
- Intangibility
- Perishability
- Variability
- Inseparability

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What is a Product?
Product and Service Decisions
Services Marketing
Branding Strategy: Building Strong Brands

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Line length
Line filling
Line stretching

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- branding
- labelling and logo
-packaging
- product support services

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- The nature and characteristics of service
- Marketing strategy
- The service-profit chain

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Attributes
Branding
Packaging
Label & Logos
Support services

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Introduce product/service,
Identify the four characteristics that affect the marketing of services
How to build a strong brand through 4 step (branding strategy)
step1: Positioning
step2: Brand name selection
step3: Brand sponsorship
step4: Brand development

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cheap and eficcient

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-define product, services and brand (definition, classification,
-Service Marketing
-Branding Strategies

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Product, services, and branding