Chapter 10: Products, Services and Market Offerings

SOURCES:

Section 10.1 What Composes an Offering?, Section 10.2 Types of Consumer Offerings, Section 10.3 Types of Business-to-Business (B2B) Offerings, and Section 10.4 Branding, Labeling, and Packaging are edited versions of the chapter ‘Chapter 10: Creating Offerings’ from the textbook ‘Principles of Marketing,’ authored by University of Minnesota Libraries Publishing edition, 2015 – this book was adapted from a work originally produced in 2010 by a publisher who has requested that it not receive attribution.

The following changes were made to the most recent edition: Created new title for Figure 10.1: TCO; Created new title for Figure 10.2: Pure service; Created new title for Figure 10.3: Intangible services; Created new title for Figure 10.4: Intangible service components; Created new title for Figure 10.5: Service-Dominant Approach; Created new title for Figure 10.6: The core product; Created new title for Figure 10.7: Co-creation; Created new title for Figure 10.9: Convenience offerings; Created new title for Figure 10.10: Shopping offering; Created new title for Figure 10.11: Specialty offerings; Created new title for Figure 10.12: Raw Materials Offerings; Created new title for Figure 10.13: MRO offerings; Created new title for Figure 10.14: Packages as registered trademarks; Created new title for Figure 10.15: Secondary packaging; Created new title for Figure 10.16: Tertiary packaging; Added learning objectives for sections 10.1, 10.2, 10.3 and 10.4.