marketing theory and principles chapter 8

School of Business
Department of Marketing

BMKT300 – Marketing Theory and Principles
Chapter 8 | Part 1
Products, Services, and Brands

,Objectives:

• Understand the levels of products and services.
• Describe the major classification of products and services.

, What is a Product?



A product is anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a need or want.

, What is a Product?
Levels of Products and Services

• Product planners need to think about products and services on
three levels.
3
2
1




• Each level adds more customer value.
• Consumers see products as complex bundles of benefits that
satisfy their needs.