Products and Services

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is ________, which addresses the question, "What is the buyer really buying?"

• an actual product

• an augmented product

• core customer value

• co-branding

• exchange value

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

• Liabilities

• Services

• Brands

• Consumer products

• Specialty products

________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

• Unsought products

• Capital items

• Shopping products

• Convenience products

• Supplies and repair services

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

• Unsought products

• Convenience products

• Capital items

• Specialty items

• Repair items

________ marketing consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.

• Social network

• Organization

• Niche

• Location

• Concentrated

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

• length

• depth

• consistency

• width

• height