Marketing Management, 16th Edition

Summary

1. The product is a key element of the marketing mix. Along with services and brands, products are the core drivers of customer benefits and are the reason why consumers are willing to purchase a particular offering.

2. To successfully compete in the market, products must be differentiated. Attributes on the basis of which to differentiate include core functionality, features, performance quality, conformance quality, durability, reliability, form, style, and customization.

3. Product design—the way a product looks, feels, and functions—offers a potent way to differentiate and position a company’s products and services. Design is not just a phase in creating a product, service, or application. It’s a way of thinking that permeates all aspects ...