5.1 : 产品、服务和体验

The foundation for marketing mix planning is the market offering; It includes the products, services, and experiences created for the customers.

Customers expect value in exchange for their time, efforts, and money invested in a product or service.

They assess it based on technical, economic, service, and social benefits received relative to the price paid.

Products are tangible entities that can be physically interacted with, owned, and stored—for example, laptops, cars, and houses.

Services are intangible solutions exchanged between the buyer and seller, lacking tangibility and permanence—for example, medical services, banking, and tourism.

Customer experiences are uniquely designed and managed by brands to enhance their value in the face of commoditization.

For example, Starbucks exemplifies this by transforming coffee from a mere commodity to an immersive experience, promoting conversation and community-building alongside its usual offerings.

Netflix uses data-driven algorithms to offer personalized experiences.

A brand's marketing goal is to curate an offering that delivers value to the target audience, fostering profitable customer relationships.