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Product ? What the seller sells ?

What the buyer buys ?

Goods Services

Visible, concrete Invisible, abstract

Facts, reasoning, intellect Image, feelings, emotions

Production \ Marketing Selling = Production

Marketing \ Consumption Production = Consumption

Producer produces Buyer participates in production => co-production, co-operation

- who is the Customer ?

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Product ? cont.

Goods Services

Owner of the Product is either the Producer or the Customer

Owner of the Product is :

The Customer AND the ProducerCustomer feed-back, afterwards Customer feed-back, immediate

Product changes are slow Product changes are rapid

Personnel => Technology Personnel => Attitude

Mastery of Production Mastery of Interaction”Product” knowledge ”Prod. k. AND human relations k.

Customer decisions Y/N Customer decisionmaking iscontinuing all through the proces

Export MarketingVeikko Laine

Product ? cont.

Goods Services

Decisions are made high-up in the hierarchy

Decisions must be madelocally & promptly

Production personnel must learnto work with technical questions

Personnel must also learn the very character of services

Products are produced Services are performed bythe buyer and the seller

”Product” = (consists of) Goods & Services => X

…devil lurks behind the tiny details

Services => To make it ”easy” for the Customer Services => “Product” = abstract & concrete