6: Creating Offerings
- Page ID
- 15979
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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. Offering are products and services designed to deliver value to customers—either to fulfill their needs, satisfy their “wants,” or both. We discuss people’s needs in other chapters. In this chapter, we discuss how marketing fills those needs through the creation and delivery of offerings.
- 6.1: What Composes an Offering?
- This page covers the essential components of offerings, including product, price, and service, emphasizing total cost of ownership and the contrast between product-dominant and service-dominant marketing approaches. It highlights the significance of customer involvement in creating product benefits and the role of technology platforms, distinguishing between core and augmented products.
- 6.2: Types of Consumer Offerings
- This page classifies consumer offerings into four categories: convenience, shopping, specialty, and unsought. Convenience offerings need minimal effort to purchase, shopping offerings require comparison and preference, specialty offerings are unique and scarce, while unsought offerings are needed but not sought after. The classifications focus on consumer behavior rather than product characteristics, underscoring the significance of consumer perceptions in marketing strategies.
- 6.3: Types of Business-to-Business (B2B) Offerings
- This page categorizes business-to-business (B2B) offerings based on their use. Key types include capital equipment for long-term use, raw materials as production inputs, OEM components for final products, maintenance, repair, and operations (MRO) items crucial for operations, and facilitating offerings that support operations without being part of the final product.
- 6.4: Branding, Labeling, and Packaging
- This page emphasizes the importance of branding in product development, highlighting how brands differentiate products and foster consumer recognition and trust. It discusses the strategic choice between introducing new products under existing brands or as new entities, focusing on brand extensions for credibility. The concept of cannibalization is addressed as potentially beneficial for innovation.
- 6.5: Managing the Offering
- This page outlines the roles of different managers in product creation and management, specifically brand, category, and market managers. Brand managers focus on specific brands in consumer markets, while product managers serve similar roles in B2B contexts. Category managers oversee related products, particularly in retail, whereas market managers function across both consumer and B2B sectors, executing strategies developed by others.
- 6.6: Discussion Questions and Activities
- This page explores marketing concepts, focusing on the differences between marketing capital equipment and MRO offerings, changing consumer perceptions, and the challenges of marketing unsought goods. It highlights the importance of packaging, contrasts product-dominant with service-dominant approaches, and emphasizes branding consistency and persuasive advertising strategies. Activities include analyzing commercials and comparing brands to enhance understanding of consumer perceptions.