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What Composes an Offering?

15 January, 2016 - 09:18


  1. Distinguish between the three major components of an offering—product, price, and service.
  2. Explain, from both a product-dominant and a service-dominant approach, the mix of components that compose different types of offerings.
  3. Distinguish between technology platforms and product lines.

People buy things to solve needs. In the case of the iPod, the need is to have better access to music, to look cool, or both. Offerings are products and services designed to deliver value to customers—either to fulfill their needs, satisfy their “wants,” or both. Recall that you learned about people’s needs in earlier chapters. In this chapter, we discuss how marketing fills those needs through the creation and delivery of offerings.