Creating Offerings
Completion requirements
Think about why you purchase things. In this section you will read material on offerings and distinguish between the three major components of an offering: product, price, and service. Summarize the points for both sides of a product-dominant and a service-dominant approach, Review how each component composes different types of offerings. Then distinguish between technology platforms and product lines.
Managing the Offering
REVIEW QUESTIONS
- What is a brand manager?
- How do brand managers differ from category managers?
- What is a market manager?
- Which type of manager has the most marketing responsibility?