Sign In

Chapter 5

Creating Customer Value: Product to Experience

מוצרים, שירותים וחוויות
מוצרים, שירותים וחוויות
The foundation for marketing mix planning is the market offering; It includes the products, services, and experiences created for the customers. Customers ...
רמות של מוצר
רמות של מוצר
A product's value extends beyond its physical attributes or fundamental service elements. In marketing, a product is viewed on three levels: core, ...
סוגי מוצרים
סוגי מוצרים
Marketers must understand the types of products and services they create to develop effective marketing mix strategies tailored to consumer needs and ...
שיקולי שיווק למוצרי צריכה
שיקולי שיווק למוצרי צריכה
Consumer goods are marketed differently based on the type of consumer products and associated purchasing behaviors. For example, in the confectionery ...
החלטות פרטניות לגבי מוצרים ושירותים
החלטות פרטניות לגבי מוצרים ושירותים
Businesses aim to develop products or services that fulfill customer needs at an acceptable price. It involves critical pre-development decisions that ...
החלטות קו מוצרים
החלטות קו מוצרים
A product line is a group of related products manufactured by a single company, often sharing similar functionalities, targeted at specific demographic ...
החלטות לגבי תמהיל מוצרים
החלטות לגבי תמהיל מוצרים
A product mix, or product portfolio, is a complete assortment of product lines that a company offers to its customers. For instance, P&G maintains ten ...
מיתוג א'
מיתוג א'
Branding involves crafting a unique identity for a company or product. It encapsulates a company's reputation and perception in the consumer's ...
מיתוג II
מיתוג II
A brand is a company's distinctive identity, comprising elements such as name, logo, symbol, characters, and slogans. For example, Airbnb's ...
אסטרטגיות מיתוג
אסטרטגיות מיתוג
There are five brand development strategies. These are: Line Extension which is about companies expanding their product line with new variants, flavors, ...
אריזה ותיוג
אריזה ותיוג
Packaging involves designing and creating a product's container or wrapping to protect the product, facilitate its handling and storage, and enhance ...
שרותים שיווק I
שרותים שיווק I
Services such as banking or healthcare are intangible economic activities that businesses offer consumers. Four distinct characteristics differentiate ...
שרותים, שיווק II
שרותים, שיווק II
Services marketing refers to planning and executing strategies to promote and sell services. The unique characteristics of services pose distinct ...
פיתוח מוצר חדש - צורך
פיתוח מוצר חדש - צורך
New Product Development, or NPD, is a business process that involves the conceptualization, design, development, and marketing of entirely new products or ...
פיתוח מוצר חדש - תהליך
פיתוח מוצר חדש - תהליך
The new product development or NPD process is a systematic, phased approach to creating and introducing innovative offerings to the market. It consists of ...
פיתוח מוצר חדש - אפליקציה
פיתוח מוצר חדש - אפליקציה
The NPD is a seven-stage process. To illustrate the process, let's consider creating a new snack, a flavored pretzel bite. The process begins with ...
דיפוזיה של חדשנות
דיפוזיה של חדשנות
The diffusion of innovation theory outlines how, why, and at what rate new ideas, products, or technologies spread among consumers. It categorizes ...
מחזור חיי המוצר ואסטרטגיות רלוונטיות
מחזור חיי המוצר ואסטרטגיות רלוונטיות
The Product Life Cycle or PLC curve aids marketers in strategizing, optimally allocating resources, anticipating market trends, and making timely ...
מותג ופורטפוליו מוצרים
מותג ופורטפוליו מוצרים
A brand portfolio represents all brands under a company, while a product portfolio comprises all products under these brands. Brand and product portfolio ...
JoVE Logo

Privacy

Terms of Use

Policies

Research

Education

ABOUT JoVE

Copyright © 2025 MyJoVE Corporation. All rights reserved