Shaping the Market Offerings
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The document discusses how companies can shape their market offerings to attract customers. It covers 6 concepts: 1) products a company can offer, 2) differentiating products, 3) developing a product mix, 4) services a company can provide, 5) differentiating services, and 6) ensuring service quality. The key points are that market offerings include both tangible goods and intangible services; companies should differentiate their offerings, complement products as a mix, and view customers as partners in delivering high quality experiences.
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This document discusses how to shape market offerings. It defines products as anything offered to a market and notes they can be tangible or intangible and come in diverse forms. Products must be differentiated and have the right mix to meet customer needs. Services are also considered products and must be high quality. To succeed, offerings need to stand out through attributes, customization, and exceptional customer experience. Both products and customers continuously evolve, so offerings must also change and view customers as partners.
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Shaping the Market Offerings
- 1. Shaping the Market Offerings WHAT DO I WANT? Mila Roselle Vida Ateneo Graduate School of Business ph.linkedin.com/pub/mila-roselle-vida/a4/2b8/343
- 2. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 3. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 4. Shaping the Market Offerings Concept 1: What can you give? Products- anything offered to satisfy want/needs Can be: 1. Durable/Non-Durable 2. Tangible/Intangible 3. Consumer/Industrial Goods
- 5. Shaping the Market Offerings Concept 1: What can you give? Customer Value can be the: 1. Core benefit 2. Basic Product 3. Expected Product 4. Augmented Product 5. Potential Product
- 6. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 7. Shaping the Market Offerings Concept 2: What makes you special? Products can be differentiated by: 1. Form 2. Features 3. Customization 4. Performance Quality 5. Conformance Quality
- 8. Shaping the Market Offerings Concept 2: What makes you special? Products can be differentiated by: 6. Durability 7. Reliability 8. Reparability 9. Style
- 9. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 10. Shaping the Market Offerings Concept 3: What do I want with it? Product mixes are characterized by: 1. Width 2. Length 3. Depth 4. Consistency
- 11. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 12. Shaping the Market Offerings Concept 4: What can you do? Services- act or performance, intangible, does not result in ownership Characteristics: 1. Intangibility 2. Inseparability 3. Variability 4. Perishability
- 13. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 14. Shaping the Market Offerings Concept 5: What makes you different? Service can be differentiated by: 1. Ordering Ease 2. Delivery 3. Installation 4. Customer Training 5. Customer Consulting 6. Maintenance and Repair
- 15. Outline: What…. 1. ..can you give? (products) 2. ..makes you special? (product differentiation) 3. ..do I want it with? (product mix) 4. ..can you do? (services) 5. ..makes you different? (service differentiation) 6. ..makes you better? (service quality)
- 16. Shaping the Market Offerings Concept 6: What makes you better? Make yourself stand out through: 1. Customer relationship 2. Marketing excellence 3. Differentiation of service 4. Managing customer expectations 5. Quality of service
- 17. Summary: Market Offerings can be 1. tangible goods. (products) 2. differentiated even if similar. 3. complemented with other products. 4. intangible. (services) 5. different in each encounter. 6. improved with the customers and employees as partners.
- 18. My Conclusion: Market Offerings For a product or service to be successful, even if it’s the same as others, it needs to stand out and regard the customers as partners.
- 19. Shaping the Market Offerings WHAT DO I WANT? Mila Roselle Vida Ateneo Graduate School of Business