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WHAT DO I WANT?
Mila Roselle VidaAteneo Graduate School of Business
Shaping the Market Offerings
ph.linkedin.com/pub/mila-roselle-vida/a4/2b8/343
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Products- anything offered to satisfy want/needs
Can be:1. Durable/Non-Durable2. Tangible/Intangible3. Consumer/Industrial Goods
Shaping the Market Offerings Concept 1:
What can you give?
Customer Value can be the:
1. Core benefit2. Basic Product3. Expected Product4. Augmented Product5. Potential Product
Shaping the Market Offerings Concept 1:
What can you give?
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Products can be differentiated by:
1. Form2. Features3. Customization4. Performance Quality5. Conformance Quality
Shaping the Market Offerings Concept 2:
What makes you special?
Products can be differentiated by:
6. Durability7. Reliability8. Reparability9. Style
Shaping the Market Offerings Concept 2:
What makes you special?
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Product mixes are characterized by:
1. Width2. Length3. Depth4. Consistency
Shaping the Market Offerings Concept 3:
What do I want with it?
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Services- act or performance, intangible, does not result in ownership
Characteristics:1. Intangibility2. Inseparability3. Variability4. Perishability
Shaping the Market Offerings Concept 4:
What can you do?
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Service can be differentiated by:
1. Ordering Ease2. Delivery3. Installation4. Customer Training5. Customer Consulting6. Maintenance and Repair
Shaping the Market Offerings Concept 5:
What makes you different?
Outline:
What….1. ..can you give? (products)2. ..makes you special? (product
differentiation)3. ..do I want it with? (product mix)4. ..can you do? (services)5. ..makes you different? (service
differentiation)6. ..makes you better? (service quality)
Make yourself stand out through:
1. Customer relationship2. Marketing excellence3. Differentiation of service4. Managing customer expectations5. Quality of service
Shaping the Market Offerings Concept 6:
What makes you better?
Summary:
Market Offerings can be1. tangible goods. (products)2. differentiated even if similar.3. complemented with other products.4. intangible. (services)5. different in each encounter.6. improved with the customers and
employees as partners.
My Conclusion: Market Offerings
For a product or service to be successful,even if it’s the same as others,
it needs to stand out and
regard the customers as partners.
WHAT DO I WANT?
Mila Roselle VidaAteneo Graduate School of Business
Shaping the Market Offerings
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