The document discusses the components of a marketing offering including the tangible and intangible benefits, costs, and value proposition. It also covers communication channels to deliver messages to buyers, distribution channels to sell and deliver the product or service, and service channels to carry out transactions. Finally, it mentions competitors and substitutes that buyers may consider as well as the task environment and broad environment factors that influence an offering.

5. But you buy this..!

9. The intangible value
proposition is made
physical by an offering.
Offering from a
known source.

10. Sum of tangible
and intangible
benefits and costs.
Reflects a person’s judgment of a
product’s perceived
performance in relationship
to expectations.

11. Communication
Channels
Distribution
Channels
Service
Channels

12. Deliver and receive messages
from target buyers.

13. To display, sell, or deliver the
physical product or service
to the buyer or user.
E.g. Direct channels like
Internet, mail, telephones etc
Indirect channels like
Retailers, wholesellers etc.

14. Carry out transactions with
potential buyers.

16. All the actual and potential
rival offerings and substitutes a
buyer might consider..

17. 1. Task Environment- Actors engaged
in producing, distributing and
promoting the offering.
2. Broad Environment- demographic,
economic, socio-cultural, natural,
technological and political
environment.