“(WRITER) Please use sources obtainable through Google Scholar.”
**ANSWER TWO OF THE THREE DISCUSSION QUESTIONS, LISTED BELOW **:
1. How do the product-dominant and service-dominant approaches to marketing differ? Ch. 6
2. What are the four types of consumer offerings? How do they differ from one another? Ch 6
3. Identify two consumer products sold in a grocery store or by a mass merchandiser such as Walmart. Explain the strategies used to introduce each of the products or which strategy you feel will be most successful. Ch. 6 & 7
THIS WEEKS LESSON TOPICS BELOW:
This week we are analyzing consumer offerings and focusing on how we create offerings for our target market. Companies make offerings in a variety of ways, depending on who their target market is, what their product is, and what the company’s focus is. An offering is characterized by its features and the benefits it brings to customers. Companies look for ways to improve their offerings so they can add value to customers and differentiate themselves from competitors. We will also look at how technology platforms enable companies to extend product lines and compete on different product levels. Thereafter we will explore how consumers shop in B2C markets and how businesses use products in B2B markets, in order to understand how marketers can add value to these consumers. Then we will focus on branding and packaging where we see the power that brands have to position themselves in customers’ minds in terms of what the brand means to the customer.
Topics to be covered include:
• What is an offering?
• Types of consumer offerings
• Types of business-to-business offerings
• Branding and packaging
• Managing offerings
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