Introduction
This modules reviews what comprises an offering, the different types of offerings, how offerings are branded, labeled and packaged and who within the company hierarchy is responsible for these activities.
Learning Objectives
- Distinguish between the three major components of an offering --- product, price, and service. Explain, from both a product-dominant and a service-dominant approach, the mix of components that comprise different types of offerings. Distinguish between product platforms and product lines.
- Define the various types of offerings marketed to individual consumers and explain why a single offering might be marketed differently to different types of consumers.
- Define the various types of offerings marketed to businesses and identify some of the differences with regard to how the various types of business offerings are marketed.
- Understand the branding decisions firms make when they're developing new products and identify the various levels of packaging for new products.
- Understanding who is involved in creating and managing offerings and how marketing to consumers differs from marketing to businesses.