Chapter 2
Creating Customer Value: Product to Experience
![Products, Services, and Experiences](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15944.jpg)
The marketing landscape has transformed from focusing on products and services to emphasizing customer experiences. This shift is driven by the…
![Levels of a Product](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15945.jpg)
Philip Kotler introduced the concept of three levels of a product.
Core Product is the fundamental benefit or solution consumers buy when…
![Marketing Considerations for Consumer Products](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15947.jpg)
Understanding the marketing considerations for different types of consumer products - convenience, shopping, specialty, and unsought - is vital for…
![Individual Product and Service Decisions](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15948.jpg)
Business decisions regarding product attributes, branding, packaging, labeling, and product support services are crucial in marketing. They help…
![Product Mix Decisions](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15950.jpg)
A product mix refers to the total assortment of products that a company offers for sale. It encompasses four dimensions:
• width (number of…
![Branding I](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/16647.jpg)
Branding is a pivotal aspect of marketing because it fosters recognition, differentiates products and services from competitors, and builds consumer…
![Branding Strategies](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15952.jpg)
Brand development strategies are systematic plans businesses use to establish and enhance their brand's presence in the market.
Line extensions,…
![Packaging and Labeling](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15953.jpg)
Packaging and labeling play a vital role in the market, significantly influencing consumer behavior and purchase decisions.
Packaging is a protective…
![Services Marketing II](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15954.jpg)
Service marketers face challenges due to the unique characteristics of services.
Intangibility makes it hard to communicate about services, requiring…
![New Product Development - Need](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15955.jpg)
New Product Development (NPD) is a critical activity for businesses aiming to maintain competitiveness and foster growth. The factors driving the…
![New Product Development- Application](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/16649.jpg)
The New Product Development (NPD) process drives innovation, competitiveness, and company growth across all sectors. The application of this process…
![Diffusion of Innovation](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15957.jpg)
The Diffusion of Innovation theory, proposed by Everett Rogers, explains how, why, and at what rate new ideas and technology spread through cultures.…