F9, Kap 11,5 - Product and services

Question 1

Olika sorters consumer produkter:

Answer 1

Convenience products - Often routine (staple)
Shopping products - Less often bought (furniture, electronics)
Speciality products - Rarely bought, specific (collector)
Unsought - Do not want to buy but have to (funeral home, change glass)

Question 2

Modell: Three levels of an offer / proposition

Answer 2

3 levels: to understand the offering
Core proposition–> Benefit or service

Core benefit: Get knowledge, emotional benefit: get a job, school

Embodied proposition –> How is this delivered
- Education: The way it is delivered to you, type of features (classroom osv)

Augmented (extendend) proposition –> Things that surround it, warranty. Something we can do to extend it. - Education: Additional services, office alumni network

Question 3

Modell: Product life cycle

Answer 3

To see if the offering is mature or not.
See offerings through different stages:
Development
Introduction
Growth
Maturity
Decline

Question 4

Problemet med Product life cycle modell?

Answer 4

Difficult to know what stage you are in. (Fidget spinners -> rapid försvinnande, Sodastream -> revival)

Question 5

Modell: Diffusion theory

Answer 5

How fast and when customers adopt.
5 groups:
Innovators
Early adopters – young, more risk tolerant, strong interest, opinion leaders (influencers)
Early majority
Late majority
Laggards (eftersläntare)

Question 6

Vad är offering / proposition?

Answer 6

Ett umbrella för products and services.

Question 7

Vad är skillnaden på consumer och B2B goods?

Answer 7

Consumer goods köps att att satisfy personal och family needs.

B2B goods köps för business’s operations eller för att göra andra produkter som ska säljas

Question 8

Olika sorters B2B produkter:

Answer 8

Equipment goods – goods som cover the everyday operations
Raw materials – basic material
Semi-finished goods – raw materials som är I temporary state (järn till bilar)
Component parts - färdiga parts bought from andra organisationer
Business services

Question 9

Egenskaper hos produkter:

Answer 9

Search – go to ikea, look at the table feel it before we buy it (goods)
Experience – cant evaluate it before, more abstract (travel, bad weather, cleaning, baby crying on the plane)
Credence (trust) – cant evaluate even after consumption, (car service, signal saying service but impossible to know if service place done it right) (Hygiene on restaurant.)

1 = Goods
2&3 = Services

Question 10

Vad är non durable products?

Answer 10

Produkt ger enbart nytta en gång. Äpple vs cykel.

Convenience products, bought with minimum effort put In buying decision