- 7.1: Defining the Products
- The term "product" refers to anything offered by a firm to provide customer satisfaction - tangible or intangible. It can be a single product, a combination of products, a product-service combination, or several related products and services. It normally has at least a generic name and usually a brand name. Although a product is normally defined from the perspective of the manufacturer, it is also important to note two other points-of-view, those of the consumer and of other relevant publics.