PRODUCT DIFFERENTIATION FORM FEATURES CUSTOMIZATION PERFORMANCE QUALITY PRODUCT CLASSIFICATION SERVICES Intangible, inseparable, variable Quality control, supplier credibility Ex. PRODUCT CLASSIFICATION DURABLE GOODS Tangible, many uses Personal selling & service Ex. PRODUCT CLASSIFICATION DURABILITY & TANGIBILITY NON-DURABLE GOODS Tangible, few uses Induce trial & build preference Ex. PRODUCT ANYTHING OFFERED TO MARKET TO SATISFY A WANT OR NEED Goods, services, experiences, events, persons, places, organizations, ideas MOST IMPORTANT ELEMENT OF MARKETING MIX ĥ PRODUCT LEVELS CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGMENTED PRODUCT POTENTIAL PRODUCTĥ PRODUCT LEVELS NEW WAYS TO SATISFY CUSTOMERS POTENTIAL PRODUCT VEGGIES PREPARED WITH DIPS, FRUITS IN BASKETS AUGMENTED PRODUCT FRESH FRUITS & VEGGIES, JUICES, CANNED GOODS EXPECTED PRODUCT FRUITS & VEGETABLES BASIC PRODUCT HEALTHY FOOD CORE BENEFIT OVERVIEW PRODUCT CHARACTERISTICS & CLASSIFICATIONS DIFFERENTIATION PRODUCT & BRAND RELATIONSHIPS PACKAGING, LABELING, WARRANTIES & GUARANTEES SETTING PRODUCT STRATEGY CHAPTER 12 MARKETING MANAGEMENT 13 TH EDITION by Philip Kotler & Kevin Keller v49 MARKETING MANAGEMENT MBA in Health, Batch 8 Ateneo Graduate School of Business Anna Sofia Victoria S.
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