PRODUCT MIX
‘Product’ includes name, design, features, quality, operational case, packaging, warranties, appearance, range and size. It also includes pre-sale and post-sale services like training, repairs, maintenance and replacements.
According to Philip Kotler “a product is anything that can be offered to market for attention, acquisition use or consumption that satisfy a want or need. It includes physical objects (TV), service (banking), person (political person), place (holiday resort), organization (red cross) and idea (aid awareness).”
Conventionally, a product is an object, which is delivered and consumed. However, in services there is no or very little tangible elements. Hence, what is offered for sale is benefits. Service is a bundle of benefits and has relevance for a specific target market. Hence, the package of benefits should have a customer’s perspective.
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